capstone deliverables

It’s been a wild two years. I’m grateful to have gone on this journey alongside the lovely New Media Institute students and staff.
Thanks for encouraging us to make something work and make it work better.


User research report
and change log

“I got a rude awakening: no one reads body text except for writers. The non-writers, and I suspect most website readers, skipped over anything that wasn't a picture or a headline.”


Medium article
(including project summary)

“There’s a quote on the wall at my office attributed to Aristotle. It says, ‘Where the needs of the world and your talents cross, there lies your vocation.’ It will take a while.”


Competitive advantage report

“Normal Books is not for casual readers. Their products and expertise best serve a well-educated, book-loving audience that skews female. These women, who are usually permanent (non-student) Athens-Clarke residents ages 25-45,  make up the bulk of Normal Books' client base.”

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style guide

Normal Books needed a new look, so I developed one based on Mary’s beautiful, funky folk art. Channeling sunshine, the moon, and one very happy owl.


Keep it simple. Dare to be bold. This poster gets to the point without revealing too much, just like a great outfit.


In a world built on books, one independent Athens bookstore dared to beat Amazon on prices. It’s a story of friendship and love, from us to our city.