Integrated Digital Strategy: AMEF Transformation

I optimized AMEF’s digital presence by combining behavioral psychology with strategic design. For the Ray McLeod Scholarship, I engineered a visual system that prioritizes key incentives—such as the $500 award and deadlines—to turn passive scrolling into active engagement. By reducing "scanning friction," I ensured that essential opportunities were immediately visible and actionable for the music community.

To address information overload, I overhauled AMEF’s Mailchimp newsletter, The Clarion. By restructuring the information architecture and simplifying the layout, I transformed a cluttered interface into a clean, professional user experience. This shift not only improved readability but also strengthened brand trust, moving the organization from simple broadcasting to intentional community building.