Inside a 4-Year Evolution
Over four years, I led the transformation of Catch+Release’s brand and messaging from an abstract, legality-driven tech platform into a clear, human-centered platform for creatives.
This work spanned category creation, education strategy, and digital UX architecture—shaping the company’s identity through visual systems, content design, and collaborative leadership across departments.
Key Contributions:
• Defined and launched a new category: Found Content
• Authored the brand story and produced a flagship explainer video
• Created the Curation Masterclass—now a signature experience
• Directed a full-site redesign and CMS migration (800+ pages)
• Authored the brand story and produced a flagship explainer video
• Created the Curation Masterclass—now a signature experience
• Directed a full-site redesign and CMS migration (800+ pages)
🟩 Explore the Work
01. Define the Category → Storyteller's Guide to Found Content
02. Deepening the Narrative → Explainer Video
03. Empowering the Creative Process → The Art of Curation Masterclass
04. Scaling the Brand → Website Redesign + Migration
02. Deepening the Narrative → Explainer Video
03. Empowering the Creative Process → The Art of Curation Masterclass
04. Scaling the Brand → Website Redesign + Migration
🟩 01.Defining a New Creative Category: From UGC to Found Content
Role: Creative Director & Strategic Author
Scope: Category Development · Educational Content · Brand Strategy
Scope: Category Development · Educational Content · Brand Strategy
As Catch+Release evolved from a legality-first platform into a creative resource, it became clear we were in a new category—Found Content. But we lacked the language to define it.
To help customers understand this unfamiliar territory, we created The Storyteller’s Guide to Found Content, a narrative and visual framework that demystified UGC licensing and repositioned the product as a tool for creativity. The guide combined real-world use cases, curated examples, and storytelling prompts to bridge the gap between abstract legality and imaginative potential.
This work laid the foundation for an entire brand shift—becoming the reference point for internal teams and external partners alike. It reframed curation not as a compliance task but as a creative act.
This shift was informed by my background in art history and mixed media practice, particularly traditions that use found objects, image-text interplay, and cultural fragments to construct meaning. I applied these principles at a systems level, helping reposition Catch+Release from a licensing tool to a platform for creative assemblage.
The Found Content Universe — a visual metaphor framing user-generated media as rich, intentional creative material, not disposable content.
The Storyteller’s Guide to Found Content became the campaign vehicle for this narrative—a multi-part visual and editorial series that positioned internet-sourced media as a rich. intentional storytelling resource rather than disposable filler.
As external specialists joined to refine naming and copy, I led internal creative direction and production—unifying visual identity, messaging frameworks, and educational elements into a campaign that clarified Catch+Release’s unique value to clients and creatives alike.
My Role
• Co-authored foundational narrative and internal playbook.
• Directed visual identity and campaign rollout across marketing, education, and product.
• Curated hundreds of pieces of content, ultimately licensing 60+ assets to support the guide's examples and strategically interact with the copy
• Partnered cross-functionally across sales, legal, clearance and product to align strategy
• Directed visual identity and campaign rollout across marketing, education, and product.
• Curated hundreds of pieces of content, ultimately licensing 60+ assets to support the guide's examples and strategically interact with the copy
• Partnered cross-functionally across sales, legal, clearance and product to align strategy
B to B Marketing Events Showcasing the Power of Found Content
Brand Visibility at Industry Events
Results
• Shifted the brand’s positioning from legal-tech to emotionally human
• Created a scalable, evergreen narrative used across sales, onboarding, and UX
• Established the foundation for later brand initiatives (e.g., the Curation Masterclass, website redesign)
• Applied art-historical methods to brand systems and storytelling strategy
• Created a scalable, evergreen narrative used across sales, onboarding, and UX
• Established the foundation for later brand initiatives (e.g., the Curation Masterclass, website redesign)
• Applied art-historical methods to brand systems and storytelling strategy
"We stopped describing what we did—and started showing
who it was for, and why it mattered."
who it was for, and why it mattered."
🟩 02.Deepening the Narrative—Explainer Video
Role: Narrative Strategist & Creative Director
Scope: Brand Messaging · Video Production · Executive Alignment
Scope: Brand Messaging · Video Production · Executive Alignment
The sales team consistently ran into a challenge: it was hard to explain what Catch+Release actually did—or what Found Content meant. We needed to meet the audience where they were, and show not tell in a clear, inspiring, and human way.
I partnered with our PMM and VP of Marketing to shape the narrative architecture, aligning on emotional tone, voiceover rhythm, and strategic reuse of licensed assets. Working in Figma, I mapped a storyboard from scratch—crafting a 9-minute brand film that showed the power of Found Content in action.
From scripting and directing the CEO’s voiceover to managing the editor through final delivery, I led creative direction across every frame. We also produced a shorter 3-minute cutdown version that sales teams began using daily.
"Using the Sizzle Reel daily! Thank you!"
Sales Manager
"I use the 3-minute sizzle a lot. It got a lot of clicks on our Disney outreach, thank you!"
Sales Manager
Teams Left the Class Inspired
On Demand Masterclass Modules
🟩 03. Empowering the Creative Process—the Art of Curation Masterclass
Role: Concept Creator, Educator, and Live Cohost
Scope: Educational Strategy · Cross-Functional Training · Brand Activation
Scope: Educational Strategy · Cross-Functional Training · Brand Activation
We needed a way to teach customers—and our own teams—what Found Content felt like to use. I led the development of The Art of Curation, a hands-on education campaign that reframed UGC as a creative resource.
Merging inspiration with instruction, I developed a 2-part video series, live workshops, and sales collateral that walked people through our curation process. This program became a signature experience, earning adoption from teams at TikTok, Ogilvy, and McCann.
The Masterclass became more than a training tool—it repositioned Catch+Release from a legal service into a creative partner.
Live Masterclass via Zoom
LIve Masterclass In Person
Hands-on education showing how curation works in practice—used by agency teams worldwide
The Art of Curation Masterclass
I conceived and led this cross-channel education campaign to help agencies and creators see UGC as a creative tool, not a liability. Bridging my experience as both an artist and strategist, I designed an experience that merged inspiration, training, and platform adoption into one cohesive narrative.
From concept to global rollout, I shaped the identity, wrote and produced a two-part video series, and co-hosted live sessions with agency teams from TikTok, Ogilvy, Code & Theory, McCann and more. We taught attendees how to build narrative collections, uncover unexpected creative threads, and license content at the speed of culture. What began as a marketing initiative became a cornerstone of the brand—helping reposition Catch+Release from a legal solution to a creative partner.
Hands-on education showing how curation works in practice taught to in-house and agency teams worldwide
My Role
• Developed the concept and campaign strategy
• Led scriptwriting, creative direction, and live co-hosting
• Informed product development through real-world usage
• Produced multi-format assets for sales, product, and brand
• Led scriptwriting, creative direction, and live co-hosting
• Informed product development through real-world usage
• Produced multi-format assets for sales, product, and brand
Impact
The Masterclass was both a strategic asset and a creative offering encouraging platform adoption by making curation intuitive and joyful.
• Influenced $5M+ in sourced revenue
• Increased platform usage and early-stage adoption
• Established a signature experience still in rotation today
• Repositioned UGC/ Found Content as a tool for storytelling, not risk
• Increased platform usage and early-stage adoption
• Established a signature experience still in rotation today
• Repositioned UGC/ Found Content as a tool for storytelling, not risk
"Lisa is an incredible creative leader who brought so much value to our team at Catch+Release. Her strategic brand thinking and innovative approach consistently drove meaningful business impact. I was especially impressed by how she led initiatives like 'The Art of Curation' Masterclass, where her ability to inspire clients and create unique, impactful experiences really stood out.
Lisa has a natural talent for collaborating across teams and bringing out the best in everyone she works with. Any organization would be lucky to have her leading their creative strategy."
Lisa has a natural talent for collaborating across teams and bringing out the best in everyone she works with. Any organization would be lucky to have her leading their creative strategy."
Ross Dabrow, Co-Founder and VP
Catch+Release
Catch+Release
New homepage with narrative-first landing experience
🟩 04. Scaling the Brand—Website Redesign + CMS Migration
Role: Creative Director, Project Lead, Copywriter
Scope: Brand Refresh · UX Redesign · Brand Refresh · Web Strategy
Scope: Brand Refresh · UX Redesign · Brand Refresh · Web Strategy
As the product matured, the original website couldn’t keep up. It was fractured: inconsistent UX, outdated content, and messaging that didn’t reflect the company’s evolving vision.
I led a full-scale redesign and CMS migration, aligning editorial, product, and marketing efforts into a single, coherent platform. My strategy unified brand storytelling, improved usability, and enabled self-serve publishing—freeing up engineering and empowering the marketing team.
The redesign touched every layer: voice, taxonomy, IA, page structure, and design systems. It transformed our digital presence into a reflection of the product’s value—and the team's creativity.
Homepage before redesign.
Key Highlights
A Unified Brand, Product, and Content Strategy
I led end-to-end redesign efforts, aligning UX, editorial, and product storytelling into one cohesive platform. I collaborated with product, marketing, and engineering teams to translate complex product mechanics into an intuitive, editorially driven UX.
Refined Editorial Identity & UX Architecture
→ Rebuilt site structure and content systems to prioritize clarity, flow, and storytelling.
→ Directed UX and content design to support top tasks across audiences.
Editorial navigation reframed UX hierarchy to support diverse user goals.
800+ brand assets structured for scalable content discovery.
Content Curation & Migration at Scale
→ Audited, structured, and migrated 800+ pages of brand content—clarifying taxonomy and hierarchy.
→ Audited, structured, and migrated 800+ pages of brand content—clarifying taxonomy and hierarchy.
Cross-Functional System Design
→ Enabled designers, marketers, and developers to edit, update, and publish autonomously.
→ Enabled designers, marketers, and developers to edit, update, and publish autonomously.
Seamless Integration with Product
→ Aligned the website to reflect the full platform experience—from discovery to licensing.
→ Aligned the website to reflect the full platform experience—from discovery to licensing.
Empowered Marketing Ownership
→ Transitioned CMS from Sanity to Webflow, giving non-technical teams control of content without breaking UX.
→ Transitioned CMS from Sanity to Webflow, giving non-technical teams control of content without breaking UX.
Campaign CTA highlighting expert-led curation services—bridging brand story with conversion.
Results
• 800+ pages redesigned and migrated with zero downtime
• UX and editorial voice fully restructured
• Conversion flows optimized for product journeys
• CMS transitioned from Sanity to Webflow
• Scalable infrastructure enabled self-serve site management
• Brand perception elevated across customer segments
• UX and editorial voice fully restructured
• Conversion flows optimized for product journeys
• CMS transitioned from Sanity to Webflow
• Scalable infrastructure enabled self-serve site management
• Brand perception elevated across customer segments
Editorial design supporting intuitive self-serve UX—making licensing fast, friendly, and frictionless.
“I finally know what the company does.”
— Someone’s mom, post-launch (an unofficial usability tester)
— Someone’s mom, post-launch (an unofficial usability tester)
Telling stories is human.
They shape how we understand each other—and the futures we build.
Over four years, I had the joy of collaborating with curious, ambitious partners to evolve Catch+Release into a brand with a clear, human voice.