Websites

Macy's Culinary Council Website

I led the editorial redesign of this site, initiating a strategic shift to more value-added content to inspire return visits (which were lacking), as well as new visitors. One of the focal points was the "At the Market" series, an all-in-one resource for readers to explore a nutritious rainbow of produce each season. The drive with this piece was to create content that stood out in a crowded space by filling in a gap—presenting frequently discussed information in a way that no one else did, and in a way that was visually arresting. I created the concept for this series, collaborated with the design manager to execute the visualization, researched and wrote all content, and devised the simple recipes.

In addition, I also created and executed concepts for the site's other editorial franchises, including series that incorporated the Culinary Council chefs, and I worked with a designer to set the template for the site's redesign as a whole.

"At the Market" Series

Click here for the full autumn "At the Market" series.

"Recipes for Better Health" Series

This piece turns personal information from the famous Culinary Council chefs into practical approaches that readers can use themselves to get healthier.