Moments of impact from Erin Steven's career
EVO Rock + FitnessAs Art Director at EVO Rock + Fitness, I faced a critical challenge: newer climbing gyms were opening nearby, creating competitive pressure on our membership base. Leadership recognized the need to reposition the brand—not just as a climbing gym, but as a full-service fitness and community space that welcomed members of all backgrounds and abilities. The challenge was to shift public perception and showcase the breadth of our offerings in an authentic, relatable way. I led the creative strategy and execution of a comprehensive membership drive centered on real member representation. I curated a diverse group of members across different ages and skill levels, then art directed photography shoots throughout all areas of the gym—climbing walls, yoga studios, fitness spaces, and community areas. Using these authentic images, I designed an integrated campaign that included social media content, in-gym advertisements, and a dedicated landing page, all featuring our actual members rather than stock photography or professional athletes. The campaign delivered measurable business impact: we saw a 35% increase in new memberships over three months, and leadership reported that yoga and fitness classes were filling up more consistently than before. Beyond the numbers, members responded enthusiastically to finally feeling represented in our marketing, with many enjoying seeing themselves featured as a fun talking point within the community. The head of marketing, Liz Haas, tracked the membership data and confirmed the campaign's success in repositioning EVO as an inclusive fitness destination.
Curious 7 · October 2024Following a corporate acquisition, the company faced a critical credibility challenge: visual identity was fragmented across platforms, with outdated branding undermining presentations to institutional investors. The inconsistent materials—particularly investor pitch decks still bearing the old brand—were making it difficult to establish trust and professionalism during high-stakes funding conversations. With major contract opportunities on the line, the company needed a cohesive visual system that reflected the new brand and positioned the organization as a credible, unified entity. I led a comprehensive rebranding initiative that established a new visual system from the ground up. This included designing an updated logo, defining a refreshed color palette, and establishing new typography standards that would represent the merged organization. I then redesigned over 50 investor pitch decks and presentation templates, ensuring every customer-facing material reflected brand consistency and conveyed a polished, professional image across all touchpoints. The impact was immediate and measurable. After the rebrand launched, the company closed a major federal contract worth $625 million. Leadership directly credited the cohesive, polished investor materials as a key factor in winning the contract, demonstrating how strategic design work can drive business outcomes at the highest level. The rebrand not only resolved the immediate credibility issue but established a visual foundation that positioned the company for continued growth in the institutional investment space.
Curious 7Dogfish Head Brewery faced a critical shelf presence challenge: their existing packaging lacked consistent branding, making it difficult for consumers to identify and distinguish their products in a crowded retail environment. The brand needed a cohesive visual system that would both unify their presence and celebrate the unique flavor profiles that made each beer distinctive. We approached this challenge by developing an ingredient-driven storytelling framework that would create a "billboard effect" on shelf. I began by mapping out the hero flavor ingredients for each variety, identifying what made each beer's story unique. From there, I developed a layout system designed to work seamlessly across all package formats. I tested multiple mock-ups to ensure the designs would banner effectively—creating that critical visual impact when products sit side-by-side on retail shelves. Once I perfected the systematic formula, I was able to move each SKU efficiently through the production process. Throughout the project, I collaborated closely with the creative director at Interact on concept development while owning all layout execution and production work. I also partnered with an illustrator who provided individual ingredient artwork. The redesign successfully established a distinctive, consistent brand presence for Dogfish Head that balanced unified brand recognition with individual product differentiation. While formal sales metrics weren't shared with me as a freelance designer, the real-world validation came unexpectedly: I spotted the redesigned SeaQuench Ale at my cousin's house, and when I mentioned I'd designed the can, he told me it was his favorite beer and praised how cool the packaging looked—unprompted feedback from a no-nonsense consumer that confirmed the design was resonating in the market.
