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From 2016 to 2018, Frankford Friends School embarked on a series of campus and program improvements to differentiate the school from other local competitors. Anne Marie came on board in 2018 to build a website with a tailored visual identity and messaging to better communicate the vision of the school and expand its audiences. 

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Identity, Content Strategy

Anne Marie first conducted user and stakeholder research, leading workshops with the school’s administration and educators to identity key understandings, actions, and values. She then distilled and united the school’s mission and vision into one arching narrative: Frankford Friends School is building a better future for humankind. Coupled with the new messaging strategy, Anne Marie developed an approachable, bright, city-centric visual identity to reflect the school’s identity as a young, tight-knit community of critical thinkers and problem solvers who care deeply for the City of Philadelphia. 

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Web Design

Paramount to the success of the school’s new initiatives was the establishment of a school website. The website’s design needed to serve and attract the school’s key constituent groups: current families, alumni, prospective families, and donors. 

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Photo & Video

Coupled with new copy and cohesive messaging, Anne Marie captured and curated photos and videos to bring the Frankford Friends School atmosphere and curriculum to life through imagery. 

Special attention was given to explain how the school’s Project-Based Learning curriculum works, what it involves, why it’s distinct, and what it looks like for students. Anne Marie produced, shot, and edited a longform video that follows a handful of PBL projects in action. 

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Merchandise & Business Materials

Anne Marie expanded the new FFS visual identity to include apparel, accessories, and a new suite of business materials. She developed a new city-centric logo for use in casual environments that showcased the school’s commitment and pride in the City of Philadelphia.

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Content

Following the launch of the Frankford Friends School brand identity and website, Anne Marie came on board as a marketing partner to design and implement a new communications program that would utilize social media, email newsletters, blog posts, a magazine, and ads to engage with the school community. In order to fuel a program of this frequency and size, Anne Marie worked with the school’s teachers to develop a system for sharing and archiving information and photos.Templatized classroom newsletters formed the basis of the self-propelled system by providing the content for external and community-wide communications. The collected content was then repurposed into social media posts, community newsletters, magazine articles, and blog articles. This system was strategically implemented to expand each family’s understanding of the school and it’s offerings so that they could become familiar with FFS beyond their own child’s experience. In addition to news content, Anne Marie developed a photo archive system to collect, edit, and organize photos taken all around the school for future use.

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Newsletter

The Raft, a twice-monthly newsletter from FFS celebrates the work of students, teachers, and community members in a visual, easy-to-read format. Initially developed as a way to aggregate school news for current caregivers, it evolved into a comprehensive window into the goings-on of the school for all constituent groups to engage with and enjoy. Anne Marie planned, wrote, and designed the first 45 issues.

‍Read a sample issue

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Ads

By adding multimodal content programming to the school’s touchpoints, the school could engage more frequently with each constituent group (donors, alumni, current families, alumni families, and friends of the school). In coordination with this work, Anne Marie repurposed certain social media content to run as advertisements in the Philadelphia area. Graphic interest and optimized messaging helped to make the ads appealing and applicable to prospective families and students. Over the course of three years, she optimized the program to reflect their expressed interests and needs through tailored messaging, content, and packaging. 

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Publications

Given its 190 year-old history, FFS has an extensive alumni base — many of whom continue to pursue connection with their beloved elementary school but who may be unaware of the recent programming additions.. Additionally, a large portion of alumni were lost to the school with no records on file of their life after FFS. Through focus groups with the school’s administrative team, a new name and visual design was created to help reinvigorate efforts to re-engage FFS alumni with the new mission and vision of the school. Called Engage, the bi-annual magazine aggregated 6 months of news and content about the school community. For each of the first 3 issues, Anne Marie created content outlines, wrote copy, prepared and shot photos, and designed and prepared the magazine for printing and distribution. 

Read the magazine

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Campaigns

In coordination with the FFS Director of Development, Anne Marie designed the visual identity and materials for distinct FFS fundraising campaigns. Through social media posts, publications, micro websites, events, and snail mail materials, each campaign expanded upon the school’s central identity and values, and called constituents to action through targeted messaging to support their favorite institution.

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As a designer with the Open Society Communications team, Anne Marie worked cross-functionally across multiple teams to produce high-quality deliverables for both internal and external use across multiple global offices serving over 120+ countries. Assets included publications, presentations, data visualizations, internal documents, and signage. Anne Marie also produced public-facing social media posts for Open Society’s Instagram and Twitter channels, ensuring the cohesive application of the brand identity across all content to help amplify Open Society’s mission around the world.

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Camp Onas approached Anne Marie to develop a new visual identity and presentation template for their 2023 capital fundraising campaign as well as a document template for their 2023 annual report. Both projects required a new visual identity that expanded upon the existing Camp Onas brand while amplifying the revised mission, vision, and values. Anne Marie served as a strategic partner—optimizing the campaign content and storytelling through the incorporation of captivating photography, color, typography, page design, and iconography. She refined and prioritized Camp Onas’ core messaging within each deliverable to ensure organizational consistency and increase audience engagement. The final templates and resources were provided to staff members to use, edit, and replicate for years to come, building their team’s internal capacity to communicate with their audiences.

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UWCM Brand Video

UWCM Brand Video

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UWCM Covid-19 Response Fund

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UWCM 211 Helpline Project

The United Way 211 Helpline is a free, 24/7 service that connects callers in Central Maryland with food, housing, utility assistance, childcare, and other resources. Listening to recordings of the calls clearly reveals the commitment that UWCM holds to providing what’s needed, where it’s needed, when it’s needed. To aid in their campaign to raise awareness and support for this important behind-the scenes work, UWCM asked Anne Marie to create a series of videos using the audio from the calls. She developed a visual identity for the series that’s rooted in atmospheric imagery and pared-down type design. The treatment resulted in an emotional, immersive video that grounded viewers in the caller’s circumstances while ensuring that the conversation between operator and caller was easy to follow.

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Changemaker Challenge

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Mansion Global is a digital media site that showcases the latest luxury real estate news and insights from around the world. In 2021, the MG editorial and video teams developed a new video series hosted by Beckie Strum and Liz Lucking. To merge the series with the restrained elegance of the existing MG brand and web identity, Anne Marie developed a visual identity to unify the videos with the rest of the brand. The visusaShe continues to edit episodes and design motion graphics for the series today.

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Anne Marie worked with the WSJ Custom Content team to create a visual identity for an advertorial video series featuring the BHHS CEO. Each video was tailored for both short and long formats and optimized for both horizontal and vertical viewing. Prior to the videos, Anne Marie had worked with the WSJ Custom Content team to make a suite of motion graphic materials for the BHHS brand. The suite of materials formed the basis for the motion graphics in the ensuing advertorial videos. The resulting videos were used in both vertical and horizontal formats and ran alongside relevant editorial content on the Wall Street Journal’s website.

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To open Sigma’s keynote speech at the 2023 Snowflake Summit conference, Anne Marie produced the graphics and animations for a 30-second welcome video designed to introduce the Sigma product and brand to a live audience. The content of the video celebrated the utility and endless possibilities of the Sigma product implementing an engaging, textured visual approach and fast-paced cuts which inspire and excite. Anne Marie custom-made all of the video’s graphics and developed all elements and frames to complement Sigma’s script through engaging visual storytelling that showcases the power of the product. Following the conference, the Sigma marketing team continued to use the video to draw in external audiences through digital ads and in blog posts on the Sigma website.

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The Wall Street Journal’s Custom Content team partners with marketers to develop and produce co-branded ad campaigns across print and digital media within the Barron’s Group portfolio (Barron’s, MarketWatch, Mansion Global, and Financial News). Using their existing visual identity as a grounding framework, Anne Marie planned and produced a motion graphic explainer video to elucidate exactly how their technology smartly pairs advertiser campaigns with relevant editorial content. The video provides a surface level look into the complex makings of a successful ad placement using kinetic movements and concise imagery.

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OnePlus is a consumer electronics manufacturer that’s best known for their wicked fast android smartphones. Upon the launch of their 7T model in 2019, Anne Marie worked with a team of visual designers to develop the visual identity for the launch campaign in T-Mobile stores and across the globe. Serving as the team’s project manager, Anne Marie co-wrote and designed the campaign’s visual identity guidebook for OnePlus’ marketing teams to reference as they produced billboards, posters, store displays, videos, web pages, packaging, media kits, and other campaign collateral for the smartphone’s debut.

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When Facebook Video launched in 2015, Anne Marie joined Eater’s video team as the Social Video Creator to produce videos optimized for the Facebook platform. Over the course of 18 months, Anne Marie filmed and edited 158 videos in 86 different restaurant kitchens across New York City. The videos that she edited and/or filmed garnered over 140M views for Eater’s Facebook page, helping to grow the audience from 250,000 followers to just over 1 million.

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Other video examples:

Fortune Cookie Writer

Piggy Egg Custard Buns

How the Pros Make Pretty Bread

Beiler’s Old-School Doughtnuts

Stargazy

Feast of the Seven Fishes

First Restaurant in America

As an Associate Producer at Slate in 2014, Anne Marie worked alongside fellow video creators and editorial writers to generate custom videos to grow Slate’s video program. Anne Marie used her filming, editing, and motion graphic chops to produce individual videos while also thinking about how each video could work together to look and feel quintessentially Slate.

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Billy Libby, an independent producer, composer, and instrumentalist, approached Anne Marie to design a portfolio website that would offer clients and collaborators an overview of his work. Anne Marie established a unique visual language to unify the site’s content and added a narrative flow to organize his diverse array of projects. The website was built using Squarespace, a user-friendly tool that makes updating the site in the future easy.

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