Role & Scope
Creative Direction | Brand Identity | Event Marketing | Digital Strategy | Ongoing Creative Partnership
Overview
Ladies in Action began as an idea shared during local networking events: a recurring space where women could gather, build real connections, and give back to their community. Founded by Diana Groesbeck and Dora Lopez, the initiative centered around in-person events and a mission of lifting others, including creating care baskets for women going through mental health challenges.
From the very beginning, they invited me in to help bring that vision to life.
Ladies in Action events brought women together through shared stories, leadership, and meaningful connection.
Context & Scope
Our work together started in 2019, at the earliest stage of Ladies in Action. There was no existing brand, no systems, and no clear structure yet, just a strong mission and a desire to create meaningful experiences for women.
What began as logo design and branded assets evolved into a long-term collaboration. By the time the final events were held in 2023, I was leading most of their marketing efforts and acting as a creative partner and strategic guide.
Even though Ladies in Action has been on pause since 2023, I’ve continued working with both founders on their individual projects.
A cohesive brand system designed to support recurring events, community growth, and long-term visibility.
The Challenge
Because Ladies in Action was being built from the ground up, the main challenge wasn’t fixing something broken; it was shaping something new.
They needed:
• A clear, cohesive brand that reflected their values
• Structure around how events were presented and promoted
• Support with the digital side of the business, so they could focus on what they did best: community, connection, and in-person experiences
• A way to grow and maintain momentum without overcomplicating things
The goal was never to build a complex machine. It was to create something sustainable, supportive, and aligned.
My Role
This project positioned me as more than a designer. I worked as a creative partner and strategic guide: helping translate ideas into usable assets, offering clarity when decisions felt overwhelming, and taking ownership of the digital and marketing elements that weren’t the founders’ focus areas.
Over the years, my role included:
• Brand identity and visual direction
• Event graphics and promotional materials
• Marketing strategy and content planning
• Creation of reusable templates for long-term consistency
• Ongoing guidance around online promotion and messaging
This collaborative approach allowed Diana and Dora to stay centered on their strengths, while knowing the brand and marketing were handled with care.
The Approach
Rather than building a traditional website, we chose tools that fit the community and the moment.
• A Facebook group became the primary hub for connection, communication, and momentum between events
• Eventbrite handled ticket sales and event logistics
• All marketing and visuals were designed to feel cohesive across platforms and over time
This approach kept things intentional and manageable, without sacrificing professionalism or clarity.
Event promotion templates designed for clarity, consistency, and ease of use across multiple years.
Outcome
While this project wasn’t measured by formal analytics, the results were tangible.
• The brand remained cohesive across multiple years and events
• Events felt aligned, recognizable, and intentional
• The founders felt more confident sharing and promoting their work
• Marketing felt lighter and less overwhelming
• The community grew around a clear, consistent identity
After each event, Diana and Dora expressed pride in the work and regularly acknowledged how much the branding and marketing support helped the process feel smoother.
Top: The events created space for connection, collaboration, and community support beyond the digital world.
Bottom: A Facebook-centered digital presence that kept the community engaged, informed, and connected between events.
Reflection
Ladies in Action still matters deeply in my portfolio. It was one of the first projects where I stepped fully into a strategic, collaborative role, and realized how much I value being involved beyond execution. Not just designing assets, but helping guide decisions, translate vision, and support the full experience.
That way of working hasn’t changed. This project reflects how I still show up today:
• With clarity and calm guidance
• As a creative partner, not just a contractor
• Focused on alignment, not overwhelm
• Designing systems that support real people and real goals