PIDC: Driving Growth to Every Corner of Philadelphia
PIDC — Philadelphia’s economic development corporation has a mission to spur investment, support business growth, and foster developments that create jobs, revitalize neighborhoods, and drive growth to every corner of Philadelphia.
For the first time in PIDC’s 60+ year history, I had the unique opportunity to step in as the first designer on staff, shaping their identity in the marketplace. My role was to position PIDC as the go-to resource for business growth, attracting clients and investment with a clear, compelling visual presence. From the moment a client walks into our offices or a partner sees us on their social feed, every touchpoint became an opportunity to create an impactful impression. By analyzing gaps in our marketing and developing new communication tools, we were able to cultivate a cohesive and consistent brand experience.
Now, as Director of Creative Services, I’m called upon to lead projects that require a multidisciplinary approach to design. Each department has its own set of marketing needs and objectives, and I quickly learned that there’s no “one size fits all” solution. Whether I’m crafting a presentation for the board or having coffee with a small business owner, I’m focused on balancing approachability with strategic messaging—amplifying PIDC’s value while keeping our brand fresh, relatable, and aligned with our goals.
All of this work has not only refined PIDC’s brand and enhanced its market presence but has also led to significant recognition. Our efforts culminated in PIDC being named #7 on Fast Company’s list of the Most Innovative in the Economic Development Industry. In addition, we were awarded a $4 million grant from philanthropist MacKenzie Scott’s Foundation, a testament to the impact our brand transformation has had on the community and our industry as a whole.
NOTEWORTHY PROJECTS & STATS
New Website Redesign: Led the RFP process, research, strategy, + redesign of PIDC + Navy Yard websites — new user experience, mobile responsiveness + ADA compliant increased traffic 60% after 3 months.
Mobile Responsive E-Newsletter: Designed and implemented a mobile-friendly newsletter template, reducing unsubscribe rates by 64% within a year and enhancing user experience through improved visual content quality.
Marketing Campaigns: Annually developed 20+ new or repeated campaigns for key stakeholders, loan products + programs, e.g., Covid-19 grants, Restart Programs, Business Builder Workshops En Español + Navy Yard Workforce Initiative.
Covid-19 Government Shutdown: Identified creative strategies + solutions for the executive + management team to expand partnerships, execute public relations strategy + raise PIDC’s profile in the marketplace during the Covid-19 shutdown.
Print & Digital Space
Annual Review (Post Covd-19): Three years after the shutdown, we reimagined our annual report through the lens of a new strategic framework. We returned to print with a 28-page booklet—our first ever—featuring storytelling, striking photography, and data presented with clarity and care. To extend its reach, we created a digital blog companion that highlighted key moments from the book. The review was shared with over 11,000 email subscribers and mailed to 500 recipients. Internally, many see it as laying the foundation for future recognition, including a $4M grant from MacKenzie Scott and a spot on Fast Company’s Most Innovative list.
PIDC & Navy Yard Website Relaunch: After 16 years on ExpressionEngine, I brought both sites into the modern era with a full WordPress redesign. Guided by UX research, I worked with a development team to streamline navigation, clarify messaging, and reimagine the brand story for each site — all built on a shared backend for efficiency. Three months post-launch, traffic jumped 60%, pushing us to upgrade our web hosting — a clear sign our new digital presence was working.
Annual Review (During Covid-19): When in-person meetings went virtual, so did our marquee marketing piece. I transformed PIDC’s traditional print Annual Review into a mobile-first website — cutting print costs, expanding reach, and unlocking more space to tell our story with impact. The result: a smarter, more sustainable way to connect with our audience.
Annual Review (Pre-COVID): Before going digital, our Annual Reviews were a three-gate fold print piece — a tactile, high-impact design layered with bold photography and custom infographics. It was crafted to distill complex data into a compelling, visual narrative that left a lasting impression in every meeting room.
Cover Design: Designed the cover for PIDC’s strategic response to COVID-19, outlining four phases to drive an equitable economic recovery in Philadelphia. The cover concept: a network of city streets forming the shape of a brain, with iconography representing the systems, people, and industries that power a city — a visual metaphor for rebuilding with intention.
Going Virtual: When the government shutdown moved our workshops online, we got to work—fast. While others navigated remote logistics, we were already launching our first virtual sessions. We built the user experience from the ground up: custom registration, Zoom–Salesforce integration, and reimagined content for the screen. We essentially produced a weekly live show—full of moving parts, evolving tools, and plenty of trial and error. But it worked, and it reshaped how we think about digital connection.
Business Builder Workshop Replays: One unexpected win of going virtual? A growing digital library of high-value, credible content. Every workshop we hosted became an on-demand resource—real advice from real experts, available anytime. At a moment when small business owners were overwhelmed with misinformation while navigating federal aid and COVID-19 relief, these replays became a trusted source of clarity. What started as a necessity turned into a lasting asset: accurate, accessible guidance at scale.
Partnership in Design: This project reflects a strong collaboration between PIDC and the City of Philadelphia’s Department of Commerce. Our design approach was intentionally minimal—clean layouts that let the content breathe while seamlessly blending both brands. The heart of the challenge was visual: capturing the emotional and economic journey of small business owners during the government shutdown. With few stock images showing masked communities or pandemic-era storefronts, we got resourceful—photographing scenes in public spaces and combing through social media to find real, relatable moments that grounded the story in truth. Note: all photos used have credit sources.
Attracting Investors: One of the most critical parts of this work is transforming complex data into something instantly understandable—and compelling. Infographics aren’t just decoration; they’re strategic tools that keep meetings engaging and conversations moving. But they only work if you’re asking the right questions. I used a mix of industry trends, market data, and company performance metrics to craft visuals that not only informed, but persuaded. And the format matters—a pie chart versus a bar graph isn’t just a design choice, it’s a shift in perspective. The goal is always the same: tell the clearest, most impactful story possible.
New Office Move
60th Anniversary
