Hi, I’m Lionel.

I build campaigns , create the work that runs in them, and develop the systems that keep it moving.

Explore my work

A few results from the work

Move For Hunger

80%

Organic social engagement rate increase

Across all channels, Q3 to Q4 2024, through the content strategy and posts I created.

E-Commerce Client

3x

ROAS

Managed ad spend on a conservative budget, with placement and creative A/B testing.

The Peanut Butter Sucker

500+

Custom designs

Original cake and product designs created for individual customers.

The Peanut Butter Sucker

40%

Social Engagement Lift

Driven by original food photography, graphics, and video.

My work

Open a chapter ↓
01Campaigns & eventsNational campaigns, styled shoots, and partner collaboration.

01 / Campaigns, Events & Collaborations

Making the Campaign
Work in the Real World.

National Campaigns · Event Production
Partner Toolkits · Photography

Topple Hunger: the campaign identity carried across social content and public-facing artwork.
Explore the campaign artwork
Original campaign artwork.
Original campaign artwork.
Original campaign artwork.

Move For Hunger / Detroit / October 2023

Topple Hunger

12,952 cereal boxes and a GUINNESS WORLD RECORDS title. The event needed a visual identity that connected a public spectacle to hunger relief.

My Contribution

I designed Topple Hunger's identity, public artwork, and social assets for a GUINNESS WORLD RECORDS campaign (12,952 cereal boxes toppled; 350,000+ meals for Michigan food banks). During the campaign, I placed apparel and print orders, photographed the event on site, and delivered a participant gallery; the visual system became the foundation for a new signature event series.

The Outcome

350,000+Meals for Michigan Food Banks

The campaign earned the record with support from Kellogg's and Kroger. My work supported the campaign under the marketing director's leadership.

October 12, 2023. Box count: Guinness and press coverage. Meal count: Move For Hunger's 2023 Year in Review.

TNKY Events / 2020

Creative Direction, Collaborators
& a Change of Plans.

Creative Direction · Photography
Digital Magazine · Event Promotion

When the pandemic changed the event plan, I helped TNKY Events shift to a socially distanced format and co-led the show through promotional content and vendor collaboration.

I co-led the digital magazine's creative direction across nine simultaneous styled shoots, and produced and photographed several shoots for the issue. I secured collaborators by offering magazine features as partner value, and my work also included social content, ads, video, and editorial layouts.

My role: live-show leadership, creative direction and photography for the digital magazine, vendor collaboration, and social strategy.

TNKY Events: event promotion and editorial storytelling.
Watch selected social content
The Collective: promotional social content.
A vertical event invitation made for social.

Move For Hunger / Partner Activation

Giving Partners
the Tools to Participate.

I built the brand ambassador program and partner toolkits to raise visibility with B2B and nonprofit partners. A UTM and custom shortlink framework supported campaign attribution. The wider Move For Hunger network included 1,250+ moving companies and 2,500+ multifamily properties in 2024.

02ContentPhotography, storytelling, and content systems.

Move For Hunger / Systems & Mentorship

Making the Next Round
Easier to Deliver.

Templates · Intern Mentorship
SOPs · Attribution · Team Brainstorms

I built 200+ Canva templates that were used 800+ times in 2024, representing 53% of the organization's template use. I built organization-wide content management systems using naming conventions, shortlinks, and shared libraries so teams could find and reuse the work.

Helping People Use the System

A 27-lesson course and more than 10 SOPs supported the two to three interns I onboarded and mentored each quarter. Across 2024-2025, I delegated design, video, and animation projects and reviewed work against brand standards, and led the marketing team's biweekly content brainstorms.

Progression Into Leadership

I moved into the Manager, Content & Design role in January 2025, bringing together social strategy, creative execution, and systems that supported the team.

Template use: Canva activity export, 2024.

Move For Hunger / Earned-Media Content

Outreach Materials
With a Specific Assignment.

I created pitch decks, presentations, and video materials for organizational outreach. For the pitch video supporting The Kelly Clarkson Show feature, I edited the video, shaped its story, and helped coordinate production and vendors. The feature, which brought a $25,000 Kroger donation, aired on December 16, 2024.

I also filmed and edited video, photographed events, and retouched images. I coordinated freelance creatives, production contractors, vendors, members, and partner communications teams across concurrent projects and deadlines.

Move For Hunger / Impact Reporting

Making the Impact
Readable.

I designed the 2023 Year in Review to showcase the network's impact, with related assets across web, social, and email. Working with communications, programming, and development, I created print and digital content from concept through delivery. I created illustrations and infographics for Move For Hunger's website and led visual design for 10+ campaigns, including Assurant and Nelson Westerberg. I also supported design across 130+ events and campaigns, refining work through team planning and critiques.

TNKY Events

Photography from the live show and the styled shoots for the digital magazine.

The Peanut Butter Sucker

Original food photography supported the product designs and social content I created for my family's custom-cake business.

Food photography for The Peanut Butter Sucker.

The Giving Plate

Event photography created for reuse across the cafe's social channels and email communications.

03EmailClient newsletters, training work, and my own publishing.
04SocialOrganic content, paid social, and creative testing.

The Peanut Butter Sucker / Social Content

The Peanut Butter Sucker

See the social applications
Wedding cake pairing guide.
Product promotion for social.

Move For Hunger / Social Content

I used audience insights, hunger-relief developments, and food-waste trends to shape content pillars and platform strategy, producing 1,400+ posts across 9 platforms (May 2024-May 2025), with 221K impressions and 46K video views (Nov 2024-May 2025). In 2025, I reported on social-media and Google Analytics performance to inform content decisions. I also built automated social engagement flows and reusable templates for organic content and paid ads. Classy fundraising pages and campaign assets connected the content to opportunities to give. My social and website content contributed to 91.29% growth in total website sessions in 2024. Between Q3 and Q4 2024, organic social engagement rate increased 80% across all channels. Across 2024-2025, I tracked brand engagement and responses, maintained a 94% social response rate within 48 hours, and checked unanswered messages.

I built the paid social program with the marketing director. LinkedIn Ads started from zero, and one-off Meta boosts became planned, tracked campaigns. I wrote and designed the ads and segmented audiences across LinkedIn and Meta. Testing creative variations helped me refine the message and decide what to keep running.

2,700+New Users From Paid Social

I planned the budgets and campaigns with the marketing director and ran them. Average LinkedIn CPC was $0.62 across 1M+ impressions.

2024–2025. User count: GA4 export.

05Graphic designIdentity, editorial, print, and custom product design.

Identity Refresh / Print / Templates

Master-Pieced

Master-Pieced came to me with a single low-resolution logo and a few elements worth keeping. I rebuilt it into a full brand system for the community-equity nonprofit: refreshed identity, brand guidelines, print-ready Canva files, social templates, and donor postcards.

View the Case Study
Identity applied to print and stationery.
Explore print and templates
Donor postcard designs.
Letterhead application.
Social template system.

Nonprofit / Podcast Graphics

Joy Outside: Outdoor-Equity Podcast

I designed graphics for an outdoor-equity nonprofit's podcast, giving each episode a consistent, recognizable look.

Animated podcast mark for Joy Outside, Justice Outside’s outdoor-equity podcast.
Static color version of the podcast mark.

Client Work / Editorial Design

C4K Mentor Handbook

I designed a manual for a client organization, turning dense program information into a layout people can scan and use.

Cover and mentor roles: editorial design for C4K. Select a page to inspect the layout.

Explore the handbook pages
Table of contents, page 4.
Communication guidance, page 16.

The Peanut Butter Sucker / Product Design

500+ Custom Designs

I created 500+ custom product designs for my family's custom-cake business, blending artistry and structural design, and launched a product line using 3D printing and laser cutting. I also designed 30+ personalized websites a year for wedding couples, putting each couple's design, order details, and logistics in one place.

Sketch development for custom cake designs.
See the finished details
Custom cake topper.
Custom cake design.
A personalized wedding website mockup, bringing design and event details together.
06WebsitesClient websites and interface prototypes.

Brand Identity / Website / Content

The Giving Plate

I built and host the website for a pay-it-forward cafe, with brand and digital work that helps people understand the model and find a way to participate.

View the Case Study

Client Work / Website / SEO

Faith Community Website

I build and maintain the website for a progressive faith community, from content structure through ongoing SEO upkeep.

Desktop and mobile views of the UUC of Caldwell County website.

Visit website ↗

Fintech / Brand / UI Prototype

RocketPoint

I developed brand and interface work for an early-stage fintech concept, giving the product a visual direction and a prototype to explore before launch.

View the Case Study
07Fun things I buildIndependent tools and experiments.

Product / Mobile Web App

Quard

I built Quard to make deeper conversations feel casual and accessible, without the pressure of a social feed or an app download. A private voice timeline. You ask someone a question, they answer in their own voice through a link, with no app or account, and the reply saves to a timeline only you see. I art-directed and built the product and the brand.

The public question interface in Quard.
Try Quard ↗

Product / Website

ai-transparency.site

A free guide helping creatives decide when and how to disclose AI use in their work. I wrote, designed, and built it.

Visit the Site

Product / Web Tool

Tiny Canvas

Preparing social content and optimizing projects showed me how limited the free options were for image downsizing with editing features. I built Tiny Canvas to bring those tools together at no cost. A free image compression and editing tool that runs entirely on the device, so files never leave the user's computer.

The live compression interface.
Try Tiny Canvas ↗
08Case StudiesBrand direction, campaigns, and the thinking behind the work.

About me

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A few things that make this space mine.

Biological Sciences taught me to observe, test, and find patterns. Cake artistry developed my design judgment and love of craft. Both shape how I approach marketing.

From photography and events at TNKY to national campaigns and content systems at Move For Hunger, I have grown from hands-on designer to marketing manager. Today, I run LIONEL.MKTG in Winston-Salem, creating brand systems, content, and websites. I love connecting thoughtful strategy with creative work, and I am looking for a team where I can keep doing both.

Experience

Marketing & Brand ConsultantLIONEL.MKTG / Full Time 2021–2022 & Jun 2025–Present
Manager, Content & DesignMove For Hunger / January–June 2025Manager, Design & Multimedia (2024)Graphic Designer (2023)
Visual Designer & Social Media ManagerTNKY Events
Designer & Social Media ManagerThe Peanut Butter Sucker

Let’s work together.

I am interested in roles where content strategy, creative judgment, and measurable outcomes belong in the same conversation. If that sounds like your team, I would welcome a conversation.

Say hello ↗Find me on LinkedIn

A closer look