[Knoll] The story was already there. What was missing was a system to tell it.
[Openbay] The product was innovative, but the category didn't exist yet.
280%
increase in Instagram followers
398%
increase in online upholstery revenue
99
%
increase in email subscribers
KnollTextiles had been one of the most respected names in modern design since 1947. The digital presence wasn't telling any of this story.
The brand ethos was — Modern always, because modern always works.
Yet the website was static, the social presence was thin, and decades of extraordinary brand history — founder stories, designer collaborations, collection milestones, anniversary campaigns — had no digital home.
The business ran on showroom relationships and face-to-face sales. The digital channels existed but they weren't converting into engagement or eCommerce revenue. The brand story was collecting dust, so I brought it to life in an on-brand way.
Visual storytelling was the missing layer.
I came in as the creative lead across photoshoots, graphic design, email campaigns, landing pages, and social content. My goal was to translate a brand defined by craft into digital experiences that actually did it justice.
The parent company, Knoll, was using Craft CMS to power immersive, editorial-style storytelling with dynamic scrolling, embedded video, and magazine-style layouts.
I saw this technology as a structural opportunity and made the case for the bigger move. Once the Creative Director gave me the green light, I partnered with Engineering to implement Craft CMS and build the company's very first dynamic digital storytelling platform.
The first proof of concept was the 70th Anniversary campaign and Florence Knoll's 100th Birthday celebration.
Seven decades of archival photography, designer stories, and collection milestones, brought to life in a new format. This new tool became the template for everything that followed — new collection launches, design awards, and milestone moments.
280% Instagram growth.
398% eCommerce upholstery revenue growth.
150% sitewide revenue growth.
32% web traffic increase.
99% email subscriber growth.
48% keyword growth.
[Knoll] The impact:
The story was always there. The work was building a system that could keep telling it beautifully and consistently across every collection, campaign, and moment that followed.
[Openbay] A venture-backed startup was entering one of the most commoditized, low-trust categories in consumer services — auto repair.
310%
increase in blog traffic
516%
increase in social traffic
560%
increase in bookings for DC GTM launch
My job was to give an emerging category a voice people could understand and believe.
Openbay had built something genuinely new: an AI-powered platform for booking auto repair. But innovation doesn't automatically create demand.
Drivers didn't trust the category, repair shops didn't understand the value proposition, and the brand didn't yet have a recognizable point of view.
What the brand needed -
1. A tagline: "Auto repair made simple."
2. An audit with social listening tools and keyword research to see what people needed to know.
3. A consistent brand voice that used humor and confidence to build trust.
4. Unique brand tones for B2B and B2C audiences.
4. Practical education for drivers and business intelligence for shop owners.
The strategy was to use humor and confidence where skepticism was the default.
Then I led the content strategy for Openbay's Washington DC market launch — the company's first major geographic expansion.
Content became a growth engine for the DC go-to-market launch, complete with localized SEO content, customer testimonials, paid ad copy, KPI dashboards, and lifecycle email campaigns targeting both drivers and auto shop owners.
Once Openbay had an editorial voice, the numbers followed.
Conversion rate: 6.6% to 25.4%.
Blog traffic: 310% YoY growth.
Social traffic to blog: 516% YoY growth.
Organic traffic: 386% YoY growth.
DC market: 560% growth in bookings.
DC app downloads: 81% increase.
[Openbay] The impact:
Once the category had a language people could trust, content became a growth engine.