Projects using Adobe Photoshop in CharlotteProjects using Adobe Photoshop in CharlotteRachel Hiemer makes prints that feel like the natural world translated into ink, in a way that feels botanical, hand-cut, and quietly alive. 🌿 An artist herself, Rachel knew exactly what her niche was and how to create art for it, but she was lacking a full visual suite that gave her confidence in what she already knew – her namesake ✨was✨ her brand.
For this project, I built Rachel's brand identity and narrative around the same natives and wild flowers that Rachel found herself always returning to in her work. The primary logo mark centers on an illustrated echinacea, drawn in her own linocut vocabulary, then refined into something that could live at any size, on any surface. A script wordmark moves smoothly alongside it with the same loose energy as her printed line work, and a set of secondary marks give the brand room to breathe across different contexts and tiled backgrounds.
For the color palette, I chose hues that nod to a garden in full bloom: marigold, periwinkle, soft pink, and eucalyptus. I intentially chose colors that feel bright and bold not only by themselves, but belong together the way that wildflowers do.
The result was a visual identity for a personal brand that feels grown, not assembled. By using elements from Rachel's own artwork, her brand's logo and identity feels unmistakably hers before you've even read her name. 🎨 As a licensed cosmetologist, I noticed a huge gap in the digital product market: plenty of hair planners look pretty, but very few are built with the actual professional expertise a real hair journey requires.
I designed the "Ready for Locs" Comprehensive Digital Planner and Guide to bridge that gap. This project isn't just about clean layouts—it’s a look at how I took deep, professional hair education and turned it into a premium, interactive digital product that is built to sell on Etsy and Pinterest.
🔻Design & UX Breakdown 🔹Phase-Driven Architecture: To keep readers from feeling overwhelmed, I mapped out dense hair care data into a clean, 4-phase milestone framework. Technical prep comes first, followed by lifestyle and maintenance. 🔹Built to Be Used: I added minimalist "My Notes" sections to turn a static guide into a functional planner. The entire grid uses a persistent layout system so it feels seamless as you flip through it. 🔹Interactive Mobile UX: A digital guide has to work beautifully on a phone. I built a clickable Table of Contents with responsive tap targets, so users can jump instantly to any section with a single tap.
🔻Marketing & Getting it Market-Ready Design doesn't end when the PDF is exported. To make sure this product actually converts, I built an end-to-end launch asset system: 🔹Etsy & Pinterest SEO: I handled the keyword research and metadata architecture behind the scenes, ensuring the listing gets discovered by the right audience looking for natural hair guides. 🔹Visual Feed Disruptors: Marketplace feeds are noisy. I used a Warm Minimalist aesthetic and high-end typography to establish instant authority and stop the scroll. 🔹Faceless Content Framework: Because you don't need to be on camera to make an impact, I designed a system of aesthetic Pinterest pins and short-form video templates. By using gorgeous flat-lays, micro-B-roll, and clean text overlays, the visual assets drive organic traffic effortlessly. As lead author of Frogs & Toads of the Southeast (University of Georgia Press), I headed up the development of a comprehensive, accessible guide covering more than 40 frogs and toads in one of North America’s most biodiverse regions. The book synthesizes scientific research, species ecology, and conservation insights into clear, engaging content for a broad audience, supported by extensive photography and distribution mapping.
I led the organization, writing, and narrative structure of the book, translating complex biological concepts into material that is both scientifically rigorous and accessible to naturalists, students, and professionals alike. This work demonstrates my ability to bridge high-level science and public-facing communication—delivering clarity, accuracy, and strong narrative flow in long-form, publication-quality writing.
