Weckerly’s Ice Cream
MARKETING & UX STRATEGY
At Weckerly’s Ice Cream, I lead marketing and digital strategy across all customer touchpoints. I build structured marketing systems, design accessible digital experiences, and craft content that strengthens the connection between the brand and its community.
As the first and only person in this role, I combine creativity, strategy, and execution to ensure consistent messaging and seamless experiences across web, social media, and in-store channels.
In this position, my scope of work includes brand and marketing strategy, social media and content creation, digital strategy and website UX, customer engagement, and operations and analytics.
Context
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Weckerly’s Ice Cream, a small-batch, handmade ice cream company in Philadelphia, had recently expanded under new ownership with the opening of a second location. As the brand grew, its digital presence, marketing systems, and operational workflows needed to scale to support both locations while keeping the craft-focused identity intact.
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Marketing was handled ad hoc, the website lacked accessibility, and internal workflows were inconsistent. There was no structured way to measure performance or ensure brand consistency across platforms.
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Create a cohesive digital experience
Improve accessibility and navigation on the website
Build a repeatable marketing and analytics system
Unify brand visuals and messaging across all touchpoints
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Solo role collaborating with the owner and in-store staff.
Projects
My approach focused on designing systems that integrate UX, brand identity, and marketing workflows. Each of the following projects addresses a specific aspect of the brand’s digital and operational ecosystem.
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Website Redesign and Accessibility Integration
Redesigned Weckerly’s website to align with updated brand standards and improve accessibility. Enhanced user flow, optimized SEO and image performance, and added an accessibility toggle using JavaScript and CSS for an inclusive, modern experience.
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Updating Brand Identity and Visual Design
Developed a refreshed brand identity rooted in cohesion and clarity. Created new brand guidelines, color palette, typography system, and logo suite to unify Weckerly’s visual language across digital and physical touchpoints.
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Building Marketing and Analytics Systems
Built an integrated marketing and analytics system to bring structure, strategy, and visibility to Weckerly’s digital presence. Transformed content planning and performance tracking into a data-driven, scalable workflow.
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![Catering Jotform Screens]()
Creating Catering Order Form and UX Flow
Designed a dynamic Jotform system that streamlined the entire catering order process. Automated pricing, packaging, and logic to improve clarity, reduce staff workload, and create a seamless user experience from start to payment.
Reflection
My work at Weckerly's demonstrates how thoughtful systems design can transform a growing business. By integrating UX, brand strategy, and marketing operations, I created scalable frameworks that serve both immediate needs and long-term growth.
Working as the sole person in this role taught me to balance strategic thinking with hands-on execution: moving fluidly between designing accessible interfaces, building analytics dashboards, refreshing brand identity, and optimizing content performance. Each system was built to be repeatable, measurable, and human-centered.
The result is a cohesive digital ecosystem where every touchpoint (from the website to social media to catering orders) reflects Weckerly's craft-focused values while supporting the operational needs of a multi-location business. This experience reinforced my belief that the best design happens at the intersection of user needs, business goals, and creative expression.