CFI Marketing: A Multi-Channel Design System

BRAND REFRESH PROJECT

Driving a 20% increase in revenue through a synchronized brand refresh and digital transition.

The Objective: Modernizing a Niche Industry

I served as the Design Lead for CFI Marketing’s global rebrand. The goal was to pivot the agency's identity from "Print-Only" to a "Modern Digital-First" service provider.

  • The System: I led a cross-functional team (Account Manager, Designer, UX Writer, and Programmer) to build a unified brand ecosystem.

  • The Deliverables: A full SquareSpace website overhaul, digital catalogs, and synchronized social templates.

I led the UX/UI design and implementation of the new CFI web platform.

Project: Digital Catalog Implementation

I researched and implemented the move to interactive digital catalogs.

  • Systems Training: I trained the design team on how to build shoppable experiences that bridged the gap between print and e-commerce.

  • Impact: Created standardized templates that allowed clients to order different catalog styles while maintaining brand integrity.

Data-Driven Ads

Designed banner ads for Programmatic Advertising, using data to target specific conference attendees.

Social Framework

Built a creative strategy on social media using SocialPilot to showcase company culture and values.

Lead Generation

Designed a downloadable workbook and website pop-up system to capture emails and build the sales funnel.

Agentic Content Strategy. Scaling Narrative with AI.

Using LLMs and prompt engineering to maintain a human-centric brand voice at scale.

The Objective: AI-Powered Storytelling

To support the CFI brand refresh, I developed a content system that used AI to transform technical industry news into engaging "Hero’s Journey" narratives.

  • The Strategy: I used the Hero’s Journey framework to position our clients as the guide and their customers as the hero.

  • The Tool: I leveraged Copy.ai to automate daily social media copy while ensuring every post remained "on-brand" and emotionally resonant.

I designed custom prompts to ensure the AI output followed a specific tonal framework and designed templates in Canva.

Prompt Engineering & Voice Guardrails

I didn't just "generate text"; I built voice and tone guardrails to prevent generic AI output.

  • Context Mapping: I provided the AI with deep "first-party data" about conference attendees and industry pain points.

  • Instruction Design: I iterated on prompts to move the AI from "zero-shot" (generic) to "few-shot" (highly specific) outputs that matched the new CFI visual identity.

  • Human-in-the-Loop: I managed the "Editorial Lifecycle," refining AI drafts to ensure they met the high standards of our professional foodservice audience.

The Result: High-Volume, High-Value Content

  • Consistency: 100% brand alignment across daily posts without increasing headcount.

  • Engagement: A 15% boost in client engagement due to the more "human" and storytelling-focused approach.

  • Scalability: Built a reusable prompt library that allowed the agency to offer social media management as a high-margin, scalable service.

Pitch Decks & Tradeshow Presentations

Strategic Sales Enablement

To support the rebrand, I created high-stakes Pitch Decks and Tradeshow Presentations.

  • The Goal: Ensure the brand looked consistent even on 20-foot vendor booth screens.

  • The Result: These synchronized visuals supported the sales team in securing new business and contributing to the 20% profit growth.

Testimonial

"I had a great experience working with Jessica. Throughout our collaboration on various campaigns, I was consistently impressed by her exceptional creativity and innovative ideas. Her customer-centric approach and dedication to researching new strategies truly set her apart. Jessica's expertise in multi-channel marketing, including website, social media, and email marketing, is absolutely essential in today's competitive landscape. Moreover, her in-depth knowledge of analytics, which she effectively managed in her previous role, demonstrates her comprehensive understanding of the field. Working with Jessica was a pleasure, and I have no doubt that she would be an invaluable addition to any team." —Elicia Curry, Account Manager

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