Category:
Web Designer & Content Producer
Client:
Keystone Home Products
Used Tools:
Figma, Canva, Capcut, Sora, Wix, Garageband,
For Keystone Home Products, I led a comprehensive brand development initiative—including the creation of a website and inventory management system, coordination of TV and radio commercial production, and direction of all graphic design and branding efforts.
Impact
283% increase in sales
9,000+ site sessions over 3 months
Full scale brand development and successful rapid pivot
Established fully functioning inventory management system and online storefront
10+ broadcast quality radio and TV commercials produced
Ecommerce Storefront Site
Design Assets
Original Style Guide (produced by Andrea Urruela)
Radio Spots
TV Ads
Desktop Storefront
Mobile Storefront
I was contracted by Keystone, a brand-new retail company, to support their digital and branding efforts during a critical early phase. The company had a tight budget, a lean team, and only a short window to prove its business model could succeed. I was brought on as a creative and strategic partner to help establish a strong brand presence and generate real sales momentum from the ground up.
To meet the company’s aggressive goals, I focused on three key areas: branding, advertising, and digital infrastructure. I recruited designer Andrea Urruela to collaborate on visual identity and brand direction, and brought in Jon Porter to support digital marketing strategy and execution. I was also commissioned to produce a series of TV and radio commercials to promote sales and drive awareness—overseeing the full production process and delivering the voiceover work based on provided scripts. At the same time, I built out the company’s online storefront and inventory management system to support a seamless customer experience and scalable sales operations.
We launched with a high-energy, locally resonant campaign: Red VS Blue, which encouraged Utahns to vote for their favorite university—Utah or BYU. The catch? We’d throw a full-sized refrigerator, painted in the losing team’s color, off the roof at the end of the sale. The campaign blended regional pride, humor, and spectacle, resulting in one of Keystone’s biggest weekends in sales and helping the brand grab early attention.
Following that momentum, however, sales dipped. Tariffs disrupted our pricing model, and customer feedback revealed confusion about the brand. Many assumed Keystone was a scratch-and-dent outlet due to the original name, Keystone Closeout, and its loud neon-and-blue color scheme.
We responded quickly. I led a rebrand to Keystone Home Products, which better reflected our positioning in the market. We transitioned to a more polished blue-and-gold color palette and implemented several website upgrades: mobile-friendly navigation, improved product descriptions and photography, and a new "Reserve" button to reduce friction for online customers. These updates, informed by surveys and customer interviews, removed key barriers to engagement and helped reposition the company as a high-value, trustworthy retailer.
The impact was substantial: weekly sales increased by 283%, rising from an average of $6K to $23K. This growth was the result of aligning brand perception, digital experience, and promotional strategy with customer expectations—all executed on a tight budget and timeline.
