Keypath Education Website

Overview: Toward the end of my tenure at Keypath, I led the creation of a new website that overhauled both the content and brand system. This included redefining the site’s messaging architecture and refreshing the visual identity—most notably the color palette—to better reflect the brand’s evolution and strategic direction.

Role: Creative Director, Copywriter

BLUEPRINT – Carson-Newman University

Overview: The Keypath BLUEPRINT is a strategic brand and positioning framework designed to align Keypath Education and its university partners around a unified go-to-market approach. This sample highlights work completed for Carson-Newman University’s Online Master of Science in Nursing (Family Nurse Practitioner).

Role: For this initiative, I led the end-to-end development of this document—researching the program, target audience, and competitive landscape to identify key differentiators, unique value propositions, and audience-relevant benefits. I translated these insights into clear positioning, core messaging, value statements, and thematic direction.

In addition to authoring the strategic content, I designed and prepared the BLUEPRINT itself and pitched the final framework to internal stakeholders and university partners, ensuring alignment and buy-in. The approved BLUEPRINT then served as the foundation for all downstream content production, including the program website, landing pages, email campaigns, social media, and direct mail—driving consistency across every student touchpoint.

BLUEPRINT – Baylor University

Overview: The Keypath BLUEPRINT is a strategic brand and positioning framework designed to align Keypath Education and its university partners around a unified go-to-market approach. This sample highlights work completed for Baylor University’s Online Master of Science in Nursing (MSN) and Doctor of Nursing Practice (DNP)

Role: For this initiative, I conducted in-depth research on the program, target audience, and competitive landscape to identify key differentiators, unique value propositions, and audience-relevant benefits. I translated these insights into clear positioning, core messaging, value statements, and thematic direction. I also designed, prepared , and pitched the document itself.

The resulting BLUEPRINT provided strategic guidance for cross-functional teams—including copywriters, designers, and marketing managers—and established the foundation for all downstream content production. This included the program website, campaign landing pages, email marketing, social media, and direct mail, ensuring consistency and alignment across every student touchpoint.

BLUEPRINT Logo

Overview: These logo options were designed pre-AI as part of the BLUEPRINT brand exploration, reflecting early visual directions for the framework.

Role: Designer