penn national

Penn National is a family owned 55+ community hosting award winning golf courses, wilderness trails and a social calendar bursting with activities. I lead the creative development to revitalize their online aesthetic to appeal to empty nesters relocating from Baltimore, Washington D.C., and Philadelphia.

guiding the brand evolution

Penn National is a family owned business, with marketing efforts being outsourced to a variety of digital and print vendors. Without a single strong hand to unify the brand aesthetic, the various creative voices had lead to a mismatched look and feel across all media. My first task was to establish a unified creative template that could bring harmony to a variety of disparate media efforts.

style tiles

To help our client make meaningful design choices, I broke down their current website visuals into a style tile. By simplifying the visual presentation I was able to make comparing it to a series of new style tiles easier. I've found non-designers may not have the experience or vocabulary to express what they're looking for, but everyone can pick a favorite when comparing two similar elements.


I use wireframes to test site layouts, discover potential design issues, and provide a framework for clients to review without the distraction from aesthetics that could color their judgment on overall content or layout choices.


With approval on style tiles and wireframes I brought both elements together into a full set of comps before entrusting them to a developer to translate into a working website.

award winning success

In the months following launch the site saw its bounce rate drop from 52% to 18%, site load time was cut in half and site conversions increased. The website also took a Bronze award in the 2019 Summit Creatives Award competition in the category of Consumer website.