Tampa Bay Chamber Annual Reports
Creative direction, design, and microsite development
I was the creative director and sole designer of the Tampa Bay Chamber’s annual report from 2018 through 2023, producing each print edition and its companion microsite. Over that time, the report grew from a brief year-end recap into a publication of nearly 50 pages that the CEO and board used year-round to recruit members and engage partners.
- Sr. Director, Strategic Communications & Marketing – Writer, editorial lead and strategy
- COO and department heads: program content
- Accrisoft Corporation: website and CMS host
- Print edition, digital PDF, and annual microsite
- FACP Communications Award, Annual Report (2018, 2020)
The Challenge
Before my tenure, the annual report was a short, print-focused recap. Working with the Chamber’s Senior Director of Strategic Communications and Marketing, I expanded it into a full account of the organization’s financial performance, program results, and strategic direction.
Each edition started with monthly reports from every department, written in different formats for internal use. The work was turning that material into a single narrative an executive could hand to a prospective partner.
Content Architecture and Editorial Leadership
- Consolidated monthly departmental reports into a clear and cohesive annual narrative aligned with executive priorities.
- Organized later editions around the Chamber's Vision 2026 pillars, giving each program a consistent place from year to year.
- Refined messaging, structure, and factual accuracy with the senior director of communications and marketing.
Design Systems and Multi-Channel Deployment
- Directed the visual strategy and designed every page, including typography, hierarchy, infographics, and data visualization.
- Built a modular page system (stat callouts, event tables, and program spreads) that carried across editions and from print to web.
- Built a dedicated microsite for each edition, making the content searchable and linking it to related program and event pages across the Chamber's site.
- Prepared print-ready files, digital PDFs, and web assets; reviewed proofs and managed the production workflow.
2021 and 2020 Editions
