Niche products
My work on niche products reflects a commitment to thoughtful solutions tailored to unique audiences. These projects highlight how I shaped brand, strategy, and design to support launches that drove engagement and expanded McClatchy’s offerings.
Snippets from The Sacramento Bee’s Homebuyers Guide strategy.
Homebuyers Guide
The Sacramento Bee launched a guide with step-by-step tips, advice from local experts and information to help choose neighborhoods. I created a marketing strategy to support this new product that included a custom paywall and specific audience-targeted campaigns. The biggest challenge was a nurture email series that converted guide subscribers into full Sacramento Bee subscribers.
I scaled the identity for Chef’s Kiss into several Canva templates for News to reuse with McClatchy’s archival recipe content.
An Instagram post from Chef’s Kiss.
Chef’s Kiss
McClatchy has decades of quality recipe content that was not being discovered. I developed an identity for an experimental product that resurfaced and showcased this recipe content on social media and platforms like Flipboard. The challenge was to convert the large volume of archival content to the new aesthetic. I created Canva templates for the editorial team to use to quickly make into lead images and social posts.
Acceso USA
I designed the logo and promotional materials for Acceso USA, a short-run product for Latinos in the United States. This experimental product worked to build reach new audiences.