Brand Development

American String Teachers Association

As the sole designer at ASTA, I was responsible for creating all printed and digital materials, keeping the brand consistent across all mediums, staying on top of new technologies, and suggesting process, design and experience improvements as needed.


Projects included:

  • standard book cover design
  • letterhead, envelopes, & other business materials
  • membership brochures
  • product brochures
  • direct mail campaigns
  • postcards
  • registration pieces
  • conference exhibit designs
  • banners
  • ads
  • conference program books
  • quarterly educational journal
  • website design, coding, maintenance

A smattering of the books that I produced.

The American String Teacher

Responsible for:

  • cover design
  • template design
  • article layout & placement
  • ad placement
  • form layout
  • vendor management
  • prepress
  • press check
  • online article upload
  • fulfillment

T. Rowe Price

Through my experience with a strict brand identity at
T. Rowe Price, I was involved in a plethora of different projects including co-directing video shoots, designing lower thirds, creating prospective client pitches from brainstorming with writers to creating the supporting design work. I was a rockstar photo-retoucher. I aided in fleshing out the what the standard infographic style should be for the T. Rowe Price brand. And I created an extensive amount of advanced PowerPoint animations and presentations.


During the rest of my time there, I lead ongoing presentation development activities including concepting, storytelling, design and implementation of various presentation strategies. I built new-hire onboarding processes, trained new employees on corporate culture as well as the technical skills needed for the job. And of course, I worked a rather high volume of collateral for
T. Rowe corporate and retirement plan services clients.


Projects included:

  • presentation design
  • presentation template building
  • training new associates
  • brochures
  • annual reports
  • all collateral
  • prospective client campaigns
  • brainstorming with editorial teams
  • pop-up banners
  • HTML email design
  • digital publications
  • interactive forms
  • hybrid iPad app
  • conference booklets
  • video art direction
  • lower-third design
  • technical writing for training
  • photo retouching
  • and much more

Xpose Fitness

My primary goal is to bring new people through the door and keep them there. The website needed a complete overhaul. I designed and built a responsive structure with the user experience in mind.


But it wasn’t just the website that needed a kick in the pants. The clients wanted more than just classes. I increased client retention and engagement by co-creating a black belt-like system so the clients had a physical record and award for advancing through each level of fitness class offered.


Current endeavors include introducing a live Viewer’s Choice Award at the annual competition, reformatting the competition to include men, and a complete brand refresh to make all marketing endeavors consistent across all digital and printed media.


Projects include:

  • website design & maintenance
  • user experience
  • client program brainstorming & planning
  • flyer creation
  • brand evolution brainstorming & planning
  • marketing
  • e-commerce
  • instructor
  • application of gamification techniques & concepts

The Paper Doll Affair was a start-up company selling  marital aids to bring a little more spark into couples' otherwise lackluster love life. The goal was to create specific scenarios for a couple to engage in and enjoy. The product was the written scenario paired with accessories and environmental mood enhancements.


Aiming to retain a high-end feel, the Paper Doll Affair displayed a conservative client-facing side.


Projects include:

  • business development
  • product development
  • marketing strategy
  • user experience research
  • website design & development
  • e-commerce build & development
  • talent recruitment & development
  • focus group creation
  • survey development
  • brand development
  • application of gamification techniques & concepts

Phone: 301-792-8677



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Copyright Stephanie Lewis 2014. All rights reserved.