Weckerly’s Ice Cream
Marketing & UX StrategyContextAt Weckerly’s Ice Cream, I lead marketing and digital strategy across all customer touchpoints. I build structured marketing systems, design accessible digital experiences, and create content that ensures consistent messaging and seamless engagement across web, social media, and in-store channels, strengthening the brand’s connection with its community.
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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.
ProjectsMy 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.
Website Redesign with AccessibilityRedesigned Weckerly’s website to align with updated brand standards and ADA standards. Enhanced user flow, optimized SEO and image performance, and added an accessibility toggle using JavaScript and CSS for an inclusive, modern experience.
Updating Brand Identity & Visual DesignDeveloped 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.
Building Marketing Analytics SystemsBuilt 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.
Creating Catering Order Form & UX FlowDesigned 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.
ReflectionMy 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.