Senior Capstone / Strategy / Account Lead
Blended Bond
A senior capstone campaign focused on clarifying Blended Bond as a communication tool for blended families, with my role centered on account leadership, project ownership, and strategic communication across two collaborating teams.
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Overview
What it is
Blended Bond is a guided conversation card tool designed to help blended families build stronger communication, trust, and emotional connection.
Role
What I led
I served as account lead and project owner across two senior capstone teams, guiding communication, client coordination, classroom working sessions, and overall project organization from strategy through delivery.
Focus
What we solved
Our work focused on clarifying the brand’s positioning, building trust, and making the product feel more credible and easy to understand.
The Challenge
Helping people see Blended Bond as a tool, not just a card game.
One of the biggest challenges was product perception. Because Blended Bond takes the form of conversation cards, some audiences may initially read it as a game, when its true purpose is to support communication and connection in blended households.
Our strategy centered on making the brand feel practical, approachable, and emotionally credible while keeping the messaging clear and supportive.
Strategy
A clearer, warmer, more trustworthy direction.
We positioned Blended Bond as a communication tool created specifically for blended families. The campaign leaned into warmth, reassurance, and everyday usability instead of entertainment alone.
Audience
Adults 30–50 in blended families, especially parents, stepparents, and co-parents.
Objective
Increase awareness, strengthen trust, and build purchase intent.
Key Message
Build a stronger family, one card at a time.
Leadership
I led the capstone process as account lead and project owner across two teams.
As account lead for my senior capstone class, I helped guide the project from strategy through delivery. I led classroom working sessions, maintained organized communication, worked directly with the client, and kept the team aligned with both the client’s needs and the expectations of the university.
My role was to create structure around the process so the work stayed clear, on schedule, and intentional. That meant setting expectations, keeping communication professional, writing and shaping messaging direction, coordinating feedback, and helping both teams move efficiently toward a final outcome that met deadlines while staying thoughtful and polished.
Reflection
This project strengthened my leadership in strategy, writing, and client-facing work.
Blended Bond showed me how important organization, communication, writing, and accountability are in creative work. It reinforced my interest in roles where strategy, collaboration, client communication, and brand clarity all come together.
Disclaimer
This was a senior capstone project completed for class. My contribution focused on account leadership, project ownership, strategic communication, and writing support. I did not produce design work for Blended Bond as an employee or agency designer for the company.