Marketing & Storytelling Design -

Challenge

Throughout my career, every new marketing and design project has presented the same challenge: stepping into unfamiliar territory and teaching myself the tools and strategies needed to bring a vision to life.

Action

When I launched my freelance book editing business—Spot On Edit, LLC—in 2020, I built its entire brand presence from the ground up—creating social media plans, designing posts, and writing narratives that spoke directly to nonfiction self-help authors. Later, as Outreach Coordinator with English Language Programs, I applied the same self-taught approach on a larger scale. For the ISTE Playground session at the ISTELive 25 Conference, I designed the full event program as a passport booklet, along with posters, banners, and other visual materials that tied the experience together. Using Canva, Adobe InDesign, and Adobe Illustrator, I translated abstract ideas into concrete visuals that engaged participants and reinforced the program’s identity.

Impact

While running Spot On Edit part time alongside a full-time role, I attracted four nonfiction self-help book projects within just two years through effective branding and messaging. At ISTE, the Playground design drew in over 200 attendees and helped establish English Language Programs as an innovative and creative player in the edtech space.

Challenge

Throughout my career, every new marketing and design project has presented the same challenge: stepping into unfamiliar territory and teaching myself the tools and strategies needed to bring a vision to life.

Action

When I launched my freelance book editing business—Spot On Edit, LLC—in 2020, I built its entire brand presence from the ground up—creating social media plans, designing posts, and writing narratives that spoke directly to nonfiction self-help authors. Later, as Outreach Coordinator with English Language Programs, I applied the same self-taught approach on a larger scale. For the ISTE Playground session at the ISTELive 25 Conference, I designed the full event program as a passport booklet, along with posters, banners, and other visual materials that tied the experience together. Using Canva, Adobe InDesign, and Adobe Illustrator, I translated abstract ideas into concrete visuals that engaged participants and reinforced the program’s identity.

Impact

While running Spot On Edit part time alongside a full-time role, I attracted four nonfiction self-help book projects within just two years through effective branding and messaging. At ISTE, the Playground design drew in over 200 attendees and helped establish English Language Programs as an innovative and creative player in the edtech space.

Supporting Materials

This section features QR codes linking to my favorite Reels—presented in order of my top picks—that I created and posted on Instagram for Spot on Edit. Each Reel reflects my approach to marketing and storytelling design—using short-form video to connect with audiences, showcase services, and highlight brand personality in an engaging and creative way.

At the bottom, I’ve also included three still Instagram posts from my marketing work at Spot on Edit and English Language Programs. While simple in appearance, they demonstrate my aesthetic vision, showing how sometimes less is more and how careful attention to design within Instagram’s spatial limitations can still create a polished, visually appealing result.

Note: Each QR code image below is also a clickable link, so you can access the content by either scanning the code with your phone or simply clicking on the QR code image.

Supporting Materials

This section features QR codes linking to my favorite Reels—presented in order of my top picks—that I created and posted on Instagram for Spot on Edit. Each Reel reflects my approach to marketing and storytelling design—using short-form video to connect with audiences, showcase services, and highlight brand personality in an engaging and creative way.

At the bottom, I’ve also included three still Instagram posts from my marketing work at Spot on Edit and English Language Programs. While simple in appearance, they demonstrate my aesthetic vision, showing how sometimes less is more and how careful attention to design within Instagram’s spatial limitations can still create a polished, visually appealing result.

Note: Each QR code image below is also a clickable link, so you can access the content by either scanning the code with your phone or simply clicking on the QR code image.

Instagram post by glee_lugo titled ‘Authors Coincide on 3 Tips for Book Editing.’ The graphic highlights that three themes or strategies stood out from a survey of 27 self-help authors, featured as Article 2 in the Self-Helping Authors blog series. The design includes bold black text on a coral background, alongside an image of a laptop and coffee cup.

Instagram post by glee_lugo promoting a blog post titled ‘Two-Phase: How to Write a Self-Help Book.’ The graphic shows a hand writing in a notebook with a pencil in front of a laptop screen that says ‘Blog Post!’ in white script.