Crafting a digital voice for a nonprofit on Broadway.

At Second Stage Theater—one of the few nonprofit companies producing work on Broadway—I led content and brand design for a wide-reaching digital ecosystem: 10,000+ subscribers and single-ticket buyers, 30,000 followers, and 80,000 newsletter readers.

As the sole in-house designer and strategist, I oversaw every piece of our digital identity: the website, the newsletters, the print collateral, the social presence. I redesigned workflows, elevated the UX, and kept our messaging nimble as we adapted to the new reality.

Each week, I crafted and sent newsletters to thousands of subscribers, holding our paid base through a volatile time. I kept the brand cohesive, clear, and human—even as the industry transformed overnight.

Selected for TEDxBroadway’s Young Professionals Cohort, 2022