THE CHALLENGE
The Texas Psychological Association’s digital presence didn’t reflect the professionalism or impact of its members. The site was outdated, hard to navigate, and visually inconsistent with the organization’s values.

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THE APPROACH
I led the full communications strategy and execution for the rebrand and website overhaul. This included refining brand elements (logo, color palette, typography), writing and restructuring all public- and member-facing web content, and creating email, social, and launch communications. I also managed a cross-functional team of five through the member database transition, created onboarding and FAQ resources, and ensured ADA accessibility and responsive design were built into every stage.

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THE IMPACT

• Seamless launch of a fully redesigned website and member database

• Improved UX and ADA accessibility

• 2x increase in member engagement and site traffic within the first month