Kelsey
Steller

An awareness spot for a live webinar on why biomedical AI models hallucinate, and what curated data does about it. The hard part of a piece like this is resisting the urge to explain the method first. So it opens with the problem instead: the same model, the same prompt, and the same database return three different answers, and the ground truth is none of them. The chart is built on the data-visualization palette from the Rancho brand system, and the type, color, and pacing all come from the same system, which is why a twenty-second spot still reads as the brand.

Band Together and United Way of the Greater Triangle set out to raise $2M+ for local nonprofits recovering from the pandemic, the largest fundraising goal in Band Together's history. I built the brand and the campaign: key art, poster, social, signage, and the promotional rollout. Khruangbin headlined with Lee Fields and the Expressions and Big Daddy Kane, the show sold out Red Hat Amphitheater, and the check presented on stage that night was $1,101,679.59 for the United Way COVID Recovery Fund, and the campaign cleared $2M+ once everything was counted, supporting nearly 100 Triangle nonprofits. Of everything I have worked on, this is the one where I could stand in the crowd and see the thing working.

Rancho is a global scientific data company, and the brand had to survive being used by people who are not designers, across a website, decks, conference booths, and product dashboards, on four continents. So I built a system rather than a look. It documents logo and co-branding rules, a forest green and brand orange palette with contrast ratios on every pairing, a dedicated data-visualization palette for charts carrying real scientific data, a type scale in Figtree, spacing and radius tokens, iconography, a dark mode where only the ground inverts and the hierarchy stays put, and marks for five pre-competitive data alliances that always stay attributed to Rancho. Most of these pages exist because someone asked me the same question twice.

After growing from a 2009 startup to the leader in precision health informatics, with 45,000 users across 48 countries and 80+ petabytes of data under management, DNAnexus was ready for a brand that matched where it had arrived. I led the first full brand refresh in six years, covering brand guidelines, visual identity, and rollout across every channel, and positioned the company as the Precision Health Data Cloud.

A selection of marketing collateral for the DNAnexus platform: solution briefs, ebooks, and case studies spanning key product areas. These materials speak to scientists and executives in the same breath: clear, credible, and always on-brand.

Designed a brand-new conference booth and trade show display system for DNAnexus, debuted at major life sciences conferences. The booth translates the DNAnexus digital brand into a physical presence that commands attention on a busy conference floor.

As co-owner and lead designer of Seasoned Marketing, I worked with small businesses and nonprofits across the Triangle. Comeback Fest, shown separately, came out of this studio. We also partnered with United Way of the Greater Triangle on outreach and collateral.

At Duke University School of Medicine, I worked directly with the department chairman on communications strategy for the Anesthesiology department. I designed the Blueprint alumni magazine, managed PR and social media, planned CME conferences, and supported the Duke DREAM fundraising campaign, all while keeping alumni proud and connected.