Current Work
Sep 2025 - Current
Problem Statement
Life's biggest moments, from milestone birthdays to a new school schedule to caring for a parent, come with a lot to plan and very few tools that feel personal. I wanted to design products that make those moments easier, and learn firsthand what it takes to launch and sell them.
Business Goals
Launch digital products on Etsy and validate demand
Build brands that can grow into a connected family of products
Drive discovery through Pinterest, Instagram, Facebook, and a newsletter
Design Goals
Create a distinct, cohesive brand system for each audience
Design editable templates anyone can personalize in minutes
Make every listing image answer a buyer's questions at a glance
Research
I studied the seller side from every angle: Etsy selling courses and coaching, marketing and social media webinars, and active Etsy seller communities on Facebook. Sellers there share the same challenges again and again: getting found, keeping up with listings, and turning views into sales. Those conversations shaped what I built and how I marketed it.
AI and Tools in My Workflow
Every product I sell is my own design, made without AI. On Etsy, where AI generated digital products are a growing concern for buyers and sellers, that line matters. I use AI around the products to explore, research, plan, and write, and testing it across my work has taught me where it helps and where it falls short.
Design
Tools - Started in Figma, then moved production to Canva.
Exploration - AI helps me generate visual ideas for Threshold, social posts, reels, and pins.
Listing mockups - My biggest AI challenge. Canva, ChatGPT, Claude, and Bing Image Creator couldn't reliably place my real artwork into a scene, and Kittl is better suited to physical products. So I adjusted: I build each mockup myself from my product files, sometimes with AI generated or sourced photos as the setting.
Research and learning
Market research - Keyword and competitor research by product and niche using Etsy, EverBee, and Profittree, with Claude and ChatGPT helping gather research and interpret the data.
Learning - AI condenses my notes from Etsy, marketing, and social media webinars into key takeaways.
Automation - Continuing to learn Claude and Claude Code to build automated workflows for my business.
Planning and writing
Marketing - AI helps shape my marketing strategy and post schedule across Facebook, Instagram Reels, and Pinterest.
Writing - Claude and ChatGPT are my writing partners for listing copy, social captions, and newsletter articles, and my editor for a final QA pass.
JUMP TO BRAND
01 . THRESHOLD, THE UMBRELLA
A newsletter that holds it all together
Threshold is a newsletter about life's transitions and milestones, from celebrations to caregiving to leadership. It's also the umbrella brand that connects everything else on this page.
LOGOS
COLOR PALETTE
#5B5F97
#15BFA6
#030712
TYPOGRAPHY
PRIMARY FONT
Alegreya Sans
Regular / Medium
SECONDARY FONT
Montserrat
Regular / Medium
02 . PARTY BUNDLES
Milestone celebrations, designed like experiences
Party Bundles is an Etsy shop of editable templates for milestone celebrations: invitations, banners, and keepsake birthday magazines. Every design starts with the guest of honor, not the decorations.
LOGOS
COLOR PALETTE
#2E3A59
#F88379
#15BFA6
#5B5F97
#E6C27B
03 . ODYSSEY JOURNEYS
Systems that support life's journeys
Odyssey Journeys is an Etsy shop of thoughtfully designed tools for life's transitions, from children's milestones and career changes to midlife, caregiving, and aging parents. Each product is built to bring clarity, organization, and ease to the moments people find hardest to navigate.
Backpack Schedule Card
"This template was so cute and original. I loved it for my middle schooler who was new to public school and different “core” classes in different days. It was easy to download and edit."
~ Etsy buyer
Aging Parent Care
COLOR PALETTE
#5B5F97
#15BFA6
#9C9C9C
#F5F6FA
#E7E1D6
04 . KARDIOKE
Finding the mark for joy
Kardioke is a wellness brand that combines music, movement, singing, and breathing to bring a little joy into busy days.
LOGOS
