"With this report, I didn’t just design pages; I crafted a visual story of economic transformation."
Out with the old.
The Economic Development Department had a challenge: how do you take a year’s worth of achievements, programs, and data—and present it in a way that feels less like a report and more like a story? That’s where I stepped in.
As the lead designer for this project, I was tasked with reimagining a traditionally dense, text-heavy report into a compelling, public-facing narrative. I led the full redesign process—from conceptual layout to final visual execution—ensuring every design choice supported clarity, cohesion, and connection.
I began by digging deep into the narrative behind the numbers. This wasn’t just about business recruitment or job creation—this was about how the department made a very real impact and helped change lives and shape San Antonio’s future. I structured the report to flow like a story, starting with key themes, then walking readers through milestones, initiatives, and outcomes, all while ensuring the tone stayed accessible and empowering.
In with the new.
From the outset, I led the charge in redefining the report’s design language. I introduced a modern layout that emphasized visual storytelling—turning raw data into captivating infographics, incorporating real-life testimonials, and creating a cohesive visual flow that engaged readers from start to finish.
I drew visual inspiration from editorial design, choosing bold but clean typography and well-defined section breaks to allow each of the department’s focus areas—Workforce, Small Business, Industry, and International Relations—to stand on their own while still feeling part of a unified whole. I created full-spread layouts that prioritized readability and emphasized impact, using a thoughtful combination of photography, iconography, and data visualization.
This project was more than a redesign; it was a reinvention of how the department communicated its impact. I worked closely with the Public Information Officer to ensure that each design element supported a narrative that was not only informative but also inspiring. Together, we curated content that highlighted the department’s role in bringing high-quality jobs and industry investment to San Antonio.
What was once a document buried in internal circulation became a polished, public-facing product that the department proudly shared with City Council, stakeholders, and community partners—a reflection of their commitment to equity, inclusion, and economic growth.
