roles: UX & UI | creative strategy & direction

st. cloud area chamber of commerce


Communicate the value of membership in this redesign of the St. Cloud Area Chamber of Commerce's website.


With a covetable array of programming, the St. Cloud Chamber earned the distinction of a 5-star accreditation from the U.S. Chamber of Commerce — a recognition bestowed to only 25 percent of chambers. Knowing this, I put those programs front and center, under the umbrella of a new IA. The resulting site ensures that both current and prospective members make no mistake about the value of joining.

This project was completed in 2014


Antiquated internal system: Due to logistical barriers with replacing the chamber's internal system that controls priority information including membership data, the events calendar and business directory, my hands were tied when it came to addressing user experience concerns within those areas. That system is also significantly dated, allowing the use of only iFrames to incorporate the content. There was, however, some flexibility to the layout of the iFrames and how we used them, which improved those areas in what was the best-case scenario at the time.

information architecture

The first major task I lead was a full content inventory and reorganization, resulting in a new IA. After this effort, I developed custom user interfaces for the newly defined or reorganized sections such as programs, advocacy and membership.

art direction

Armed with only a logo, I refreshed the chamber's brand by updating their core brand assets such as color palette, typography and simple graphics such as abstract office photos that create a rich if not subliminal texture eluding to a business environment.


Throughout the project, I lead the process internally and presented at each stage to the client.


/ interjection / scandinavian

1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.