https://www.hollshollsholls.com/contact daily 0.75 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584710822225-NK04BEA6DVYBX3WXEI6R/holly+avatar+2.gif Contact - Hey everybody, it’s me, Holly Braford. Some people call me Holls. I’ve led design and marketing teams, shipped new games and storytelling formats and built campaigns that reached millions. I love making stories clear, engaging and impossible to put down. Email: hollyisabraford@gmail.com https://www.hollshollsholls.com/all daily 1.0 2025-10-25 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1735832899542-73LM2D58F7QN3REFO50G/cclogos_favicon+PATTERN.png All https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1735849306609-MXVQ4PKE9V7QWG9VZZ3J/gradient+transparency-1.png All https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/11f69130-4d3a-4c30-ad06-273e8e27aac9/SAC_clouds.gif All https://www.hollshollsholls.com/marketing daily 0.75 2025-09-01 https://www.hollshollsholls.com/marketing/readlocal-marketing monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585093153946-9B44KKCKGPVYYUHQJK9U/readlocal+site.gif Marketing creative - #readlocal - Make it stand out One of the 14 niche sites made for the #readlocal campaign. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594592822790-3IDUAP1WFIJ14V91T9UT/readlocalgif.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585074952231-3I48ON4FKV1TFM6WBK0J/readlocal+sac+journalist+feature.png Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594593178903-7EIDRRU7OXJUVRCQ113J/readlocalcommunity.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585074952737-CA74Z25SQZU1KPL4RE1I/mia+readlocal+journalist+feature.png Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594591486210-DCZ1CTQWHV7TD7OS1VX1/readloclabusiness.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585075174538-MPSIZ5J9TW68Z8R190WL/readlocal+ral+journalistfeature.png Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585076260089-WUL0E8AA6261V1N7N267/readlocal+investigations.png Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594594025625-7M7CHKHBDAAG3DC82EA8/Jill+T.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585075259882-9FR33UHMFN86ZJQVTJST/300x250.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594593436400-NM5TMWEG9CBTOV6R8VXC/travislong.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594592502886-7DM3IRQTREZMEADBM7D5/july4.gif Marketing creative - #readlocal https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594593791745-YWLP9VKYXSOH6O9VVJ5N/ezgif.com-video-to-gif+%283%29.gif Marketing creative - #readlocal https://www.hollshollsholls.com/marketing/art-direction monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/726bc5d4-291e-434a-a215-2815dd6cd7e0/essential.gif Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/d291c0a1-ae30-43d6-a5a6-e1b31ffa828b/Screen+Shot+2021-11-26+at+1.55.35+PM.png Marketing creative - Art direction Traditions holiday campaign https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/f20b5ad9-b4ef-420f-9388-eb0f414c0ea0/flash+sale+.png Marketing creative - Art direction We worked to showcase the best journalism in our markets for the Be informed. Stay connected. campaign. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/38f7e522-5edc-4ad3-a008-6787bcfea989/dependable.gif Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/aa3ad970-4cc3-4be8-b334-d796917c5583/Read%2Bsubscriber%2Btraditions%2Bfrom%2BThe%2BCharlotte%2BObserver.png Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/4727b453-817f-4b72-a263-24ba7fafcb86/%243+for+3+months+_+All-access+local+news.png Marketing creative - Art direction An email from the Be informed. Stay Connected. campaign https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/a51cb12d-825a-4466-97ef-73116e20fd51/local.gif Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/9c3cfce2-2f99-4455-9297-c06ce661398c/Read+subscriber+traditions+from+The+Kansas+City+Star.png Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e66bdf52-c15a-4a4d-89cf-71759a533337/Be+informed.+Stay+connected..jpeg Marketing creative - Art direction An email from the Be informed. Stay connected. campaign. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/6885f1b0-828b-4761-a4ee-69d2919bc3da/Screen+Shot+2021-11-26+at+2.00.25+PM.png Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e72f9a6d-a1e0-4dba-b7c3-c5439db481ed/Read+subscriber+traditions+from+The+Sacramento+Bee.png Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/c54bb18b-3586-4c18-80b6-98c73847742f/miami-capital-one-ad-2021-11%2B%282%29.png Marketing creative - Art direction Miami Herald had an opportunity to appear in a game day program. We highlighted the Herald's sports coverage. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/59319c55-131c-4cdb-9fcb-e1a0baf85771/Screen+Shot+2021-11-26+at+2.04.37+PM.png Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/7e344147-5855-4261-8d64-06bbdce4c6bc/traditions.jpeg Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/bb85e295-e396-4c3b-acc5-6e80666ac672/Screen+Shot+2022-01-15+at+12.09.26+PM.png Marketing creative - Art direction I oversaw the rebrand of the el Nuevo Herald. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/44cea1a3-ddfa-44f0-9de9-0638cfc6bb3c/Screen+Shot+2021-11-26+at+2.02.57+PM.png Marketing creative - Art direction https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/647d23de-28c4-4ba0-9328-a41d4cc21ca6/miami-magic-city-header-rev4-2021-09+%281%29.png Marketing creative - Art direction We supported a newsletter guide for newcomers to one of our markets. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/6091198e-97db-40ee-ba05-abbd05e1dcd2/Food+Craft.png Marketing creative - Art direction We supported new product launches with assets used in the product and marketing. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/2be92357-140b-4390-9b79-c92dad0eaa94/1-holiday-animated-modal.gif Marketing creative - Art direction We worked to make our site modals more engaging. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/dc172aea-7843-48f0-ae56-5817bfcd9841/MIA-VG-300x250.png Marketing creative - Art direction Digital run-of-site ad https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e27df62e-89df-4cea-a470-0b82db90d911/RAL-VG-quarter-page-ad-2.png Marketing creative - Art direction Print ad https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/25fa033e-0cb2-4eea-8cf4-be5652d546bb/VG-email-A.gif Marketing creative - Art direction Email https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/8322bc28-b2a3-4a3e-bc94-78a8bba082c2/MIA-snapchat-acquisition.gif Marketing creative - Art direction Instagram ad https://www.hollshollsholls.com/marketing/together monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/30b61946-286a-42e6-8ba5-29acab39983b/week-50-facebook.png Marketing creative - Together - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/d3d93f82-6ed0-4800-9bc0-d23b13b3e3aa/together+1.jpg Marketing creative - Together - Make it stand out An archive photo from the project. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/00c0325d-d238-4903-8a33-895e8e1562a6/together+button.gif Marketing creative - Together - Make it stand out Adding gifs to either side of the buttons was a challenge, but our email developer nailed it. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/936698f8-9219-4b1a-aa51-1abbb81a2973/songbook-logo.png Marketing creative - Together - Make it stand out At left, typography from Skip to my Lou, Girl Scout 1958 songbook that inspired the custom logo for Together, at right. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584681534070-RAGD6T00IC1R9Z72V6HK/together1.gif Marketing creative - Together Holidays 2019 | Together https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584681534185-F3LUDYWEHUZ5K13B5QUL/together2.gif Marketing creative - Together Holidays 2019 | Together https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585018636157-9U0T6MOFIRXFBVKSY8HD/week-50-facebook.png Marketing creative - Together https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585018636218-8UIR7Y6OMEA6M0VEF6JI/week-47-facebook-wichita.png Marketing creative - Together https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585018635784-GYTIJXJN14DUB79EEGCD/floorboard-960x110+%282%29.png Marketing creative - Together https://www.hollshollsholls.com/marketing/where-you-live monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/3b503409-7971-499d-bbcb-de9f004075c6/HHI_fireworks.gif Marketing creative - Where You Live - Make it stand out The animation for the Hilton Head, South Carolina July 4 creative. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/d5b69a03-9a32-4ee1-ad45-3efb049807ff/wyl.png Marketing creative - Where You Live - Make it stand out A Kansas City Star email in the Where You Live campaign. Create Where You Live featured 30 watercolor versions of the market illustrations. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/2987adc4-7034-4117-bf49-182e34189580/HHI_bg_create.png Marketing creative - Where You Live - Make it stand out Beaufort, South Carolina’s beaches were the landmark we chose to illustrate that community. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e40d2dce-4198-45d8-a411-217e7c4af604/bellingham.png Marketing creative - Where You Live - Make it stand out Another illustrator on the project was able to create this image of Bellingham, Wash. with the illustration system. They were able to focus on the detail of the Whatcom Museum instead of making decisions on the trees, clouds and sky. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/220c8560-acbc-4366-8889-25371f076651/728x90%2Bcopy.png Marketing creative - Where You Live - Make it stand out 728x90 ad for the Sacramento Bee’s Newspapers in Education program. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/c083c1ba-e4a9-4e44-b4eb-3bc3f3d602c3/SLO_unwind-05.png Marketing creative - Where You Live - Make it stand out The Pismo Beach Pier in San Luis Obispo. This themed illustration was used in the Unwind Where You Live creative. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/34a02d40-2f91-4428-912b-12b961c335b9/WLY-nightsky.gif Marketing creative - Where You Live - Make it stand out An email that promoted the News & Observer subscription with a view of Raleigh, North Carolina. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584676916044-BHKROQSNMUDWWAUJEW7K/MOD-skyline.jpg Marketing creative - Where You Live Modesto https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584676748227-N8RDXVXUZ3Y1R2EG7L60/TCY_paperairplanes.gif Marketing creative - Where You Live Kennewick, Wa https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584677840693-WKCPAGZLI4PQ1WDHGM1H/MYB_cherish.gif Marketing creative - Where You Live Myrtle Beach https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/11f69130-4d3a-4c30-ad06-273e8e27aac9/SAC_clouds.gif Marketing creative - Where You Live https://www.hollshollsholls.com/marketing/gifs monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/62cc20b8-7900-4fb8-adbe-c047996cfd99/holidayemailblackfriday-ezgif.com-crop.gif Marketing creative - Gifs This was used in an email to promote the Thanksgiving newspaper – the biggest edition of the year. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673029643-7RLMUTTWWABEGA08Q5KR/Webp.net-gifmaker+%2814%29.gif Marketing creative - Gifs Read Local had fans. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673299047-CG2EB5ZQ9QRI25UY1KRI/Rewards_confetti.gif Marketing creative - Gifs https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673556477-C044RES7CH0O8KFEYS9L/holiday+email+cyber+monday+revised.gif Marketing creative - Gifs These mice were waiting for their Black Friday deal. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673016163-66PVBAJRGZICKPQW1XZU/Webp.net-gifmaker+%288%29.gif Marketing creative - Gifs A print read local creative. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673264614-EGMXMCRTR82AWCUWK7OD/Rewards+glitter.gif Marketing creative - Gifs https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673564704-7EG0QGEU75U385PLGZ0D/holiday+email+news+wreath.gif Marketing creative - Gifs This wreath was used for the print flash sale creative. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673213056-LV1AAEERORFCHIMZJ545/march+email+week+10+a+riseandshine.gif Marketing creative - Gifs https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584672990830-KTJVYKHD26IH7THDO4VR/feb+email+week+8+prez+day.gif Marketing creative - Gifs Theodore Roosevelt dancing was a President’s Day hit. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673551182-56S1Q65IQV5BT3MGITPX/holiday+email+cozy+up.gif Marketing creative - Gifs Do squirrels like hot cocoa? I think a better question is who doesn't like hot cocoa? https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673079717-500LJTHET45J5SCQSVK7/newspaper-carrier+%281%29.gif Marketing creative - Gifs https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673578284-T4H8FMD0UCA6XLQUTYK2/holiday+emails+sledding.gif Marketing creative - Gifs These bunnies were sleighing it in the creative for the 2018 holiday sale. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673460532-EOXMKKP8EDGCQ9FXM2AF/eyeroll.gif Marketing creative - Gifs https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673537933-GBRZ6Z7KSQBH4S7GXSOB/holiday+email+charity.gif Marketing creative - Gifs This creative was used in the charitable giving email where a donation was made to animal shelters when a subscription was purchased. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673543670-IUXLD6XJBS440HE441PW/holiday+email+combo+Thanksgiving.gif Marketing creative - Gifs This creative highlighted McClatchy's recipe content with the copy: What's cooking with news? https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673116101-9FG6LNFKKV5NGYV9XRWG/holiday+email+snowpeople.gif Marketing creative - Gifs These snow people were used in a thank you email to subscribers https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673569856-WTEJZ4ZI6J61CC3IDTQY/Holiday+email+NYE.gif Marketing creative - Gifs This hedgehog was ringing in the new year and savings. https://www.hollshollsholls.com/marketing/readlocal-squad monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/37691212-6999-438d-9958-e0ebebf2c864/RLS-weather-delay.gif Marketing creative - #readlocal squad - Make it stand out This asset was used to let subscribers know about weather delays affecting their home delivery. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584654390226-STBWX7Z6Z4J5BLP9F0EJ/readlocalsquad+low+engaged-01.png Marketing creative - #readlocal squad - Make it stand out An illustration used in abandoned cart marketing. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584654225211-M1YU0VU0Z5Z6PCN374WQ/readlocalsquad-week1.gif Marketing creative - #readlocal squad - Make it stand out Q1 campaigns are always a challenge, but could dancing devices win the hearts of potential subscribers? https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/c2ef1993-07ff-4c9c-9b18-5f2331897f82/Gifpressbriefing.gif Marketing creative - #readlocal squad - Make it stand out There is a small McClatchy DC easter egg inspired by Emma Dumain’s coffee drinking during Lt. Col. Vindman’s testimony in an impeachment hearing. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584675888534-4T4P5Z67KXLN31FORVHG/dancing-eddie.gif Marketing creative - #readlocal squad - The approach We used this dancing newspaper in print-focused marketing. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/5db44cca-4043-4cf9-b0eb-bccf523af84b/RLS-love-local.gif Marketing creative - #readlocal squad https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/a46b069c-8cb0-4a46-8309-8bd930f51e96/read+local+300x250.png Marketing creative - #readlocal squad https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584654457850-LP0Y5NW5S9EBCR3S852J/readlocal-activation.gif Marketing creative - #readlocal squad Activation sale https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584675654630-20PK6BVISJQKQ3MJ0DIH/readlocal-week-6-combo.gif Marketing creative - #readlocal squad https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e99a5850-f636-4e7b-8fbc-27e1c5f37a64/june-east-coupon-webinar-300x250.jpg Marketing creative - #readlocal squad https://www.hollshollsholls.com/marketing/niche-product monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1655742692336-5VUHPDCKUAQGW8ESMFGB/hbg-strategy.png Marketing creative - Niche strategy - Make it stand out Snippets from The Sacramento Bee’s Homebuyers Guide strategy. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e0ef911a-bf0c-43d4-874f-253a8d56568a/chefskiss.png Marketing creative - Niche strategy - Make it stand out I scaled the identity for Chef’s Kiss into several Canva templates for News to reuse with McClatchy’s archival recipe content. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/6452722b-21be-4027-bb69-725997bbe0c1/chefskiss-08.png Marketing creative - Niche strategy - Make it stand out An Instagram post from Chef’s Kiss. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/060b2ecd-ef33-4611-8d63-fa1e1e23fb7a/acceso-cup1.jpg Marketing creative - Niche strategy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.hollshollsholls.com/product daily 0.75 2025-09-01 https://www.hollshollsholls.com/product/operations monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/0aedaae7-d2d3-47a0-8246-6498b4d62b1c/operations-2024.png Product + experiences - Design team operations Roadmaps and workflows As part of McClatchy’s leadership team, I managed the product roadmap, ensuring alignment across teams and prioritizing impactful projects. I also developed a conditional marketing intake form that automatically integrated with our project management platform, streamlining requests and improving visibility into team workflows. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/57aeef23-31e2-46ba-a217-01af302ef77d/documentation+days.png Product + experiences - Design team operations Documentation days I champion documentation as a critical part of team operations everywhere I work. At McClatchy, I facilitated dedicated documentation days, encouraging teams to record and share their knowledge. At The Washington Post, I introduced quarterly documentation day events to standardize processes, capture institutional knowledge, and promote cross-team collaboration. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/879d6ca0-7666-4790-a5ae-3865faa47b1d/Screen+Shot+2022-06-20+at+10.35.11+AM.png Product + experiences - Design team operations Email design system I oversaw the creation of an email design system — a style guide and code library that brought aesthetic consistency and efficiency to the email channel. This system aligned with McClatchy’s site design system, reducing design overhead and ensuring a cohesive brand experience across platforms. https://www.hollshollsholls.com/product/design-friends monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/b2e9f7d2-2b28-430b-96c2-434011373356/escaperoom-composite.png Product + experiences - Design friends: A collaboration story - Make it stand out Slides from the escape room game. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/067c21ef-8d58-483a-b2c3-0b26538792b7/gartic+-+album_2023-08-02_16-53-18.gif Product + experiences - Design friends: A collaboration story - Make it stand out Album from a game we played on Gartic Phone. Honey Toast is an adorable cat of one of the participants. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/38dbfecb-c89e-4b7e-93e0-1fb1b8868c07/exquisite+corpse.jpg Product + experiences - Design friends: A collaboration story - Make it stand out Three designers made “Rotini Boi” image in a collaboration building activity. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/51740992-24fd-4b2b-a473-31db979e7cd7/design+trivia.png Product + experiences - Design friends: A collaboration story - Make it stand out Examples of design trivia from Slides with Friends. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/f7c57354-a2a8-4e91-b68e-9639143c05fe/trading+cards.png Product + experiences - Design friends: A collaboration story - Make it stand out A collection of the trading cards we had printed for Designstravaganza. https://www.hollshollsholls.com/product/onboarding monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/dd3bd44b-6f73-4249-a3c4-49d663ad4bec/drawer+background_4.gif Product + experiences - Onboarding - Make it stand out Discovery We showed users how to enter the experience. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/346c6cf3-c08e-4959-a119-4deb362ef7b5/sentiment+background+500.gif Product + experiences - Onboarding - Make it stand out Reactions We highlighted our new word reactions. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/cbe0348b-645e-4e7c-bba8-52f4aec867b7/prompt-static+blue+site.png Product + experiences - Onboarding - Make it stand out Engagement We highlighted the new prompt feature for users with this static image. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/f67018e3-0a17-4122-bf35-ba4565bf8ea3/conversations+overview.png Product + experiences - Onboarding - Make it stand out Examples of the Post’s new conversations experience. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/942814f0-672d-4591-bff7-2222bd5e60f6/carousel+background+500_ntsc+gamma.gif Product + experiences - Onboarding - Make it stand out Summarize We showed the new discovery carousel that has an ai summary of comments and shows comments with the most sentiment reactions. https://www.hollshollsholls.com/product/mcclatchy-dc monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/8d7ef190-1106-4401-b66e-33d282f9723d/before+good+bottom.jpg Product + experiences - McClatchy DC - Make it stand out A screenshot of the before site. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/e10071ff-c244-478f-b2c7-357d1000906a/wireframes+mcc.png Product + experiences - McClatchy DC - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/dff0709b-4e5f-4341-bdfa-d388f1d49eb6/best%2Bafter%2Bdesktop%2Bmcc%2Bcropped.png Product + experiences - McClatchy DC - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/27300de8-afb0-4702-a0b6-819b88bce10a/mcc-placeholders.png Product + experiences - McClatchy DC - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/766ee90f-30bc-482a-a436-053bbfd7b62a/mcclatchy+dc+after+mobile.png Product + experiences - McClatchy DC - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/8f414e33-bbf7-4a40-8d2c-5b8b0473b983/alabamayardsigns.png Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/27438ee0-7fea-4935-8f74-b54fdd512fa4/magahatswamp-01.jpeg Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/99567ab8-37c0-44dd-b864-cf1b967c1a9f/demembargo-01.jpeg Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/d2a83a96-63ac-4631-a784-cd29e6ea1fa6/califwomen-02.png Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/c8c7d239-f791-4c28-adc1-8ddd8a0e2d3e/capitoldomeglitch3.jpeg Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/39c98f58-fcc2-4143-864c-65a62956c898/nafta-01.jpeg Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/b25a2307-5eab-4614-9860-5c5425f3f73c/votingmachine.jpeg Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/77ab367a-1773-47e8-8aef-71947ca60b75/twittergeneric.jpeg Product + experiences - McClatchy DC https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/54d96882-b177-4589-9092-83fc87acd558/congress8bit%2Bscreen.jpeg Product + experiences - McClatchy DC https://www.hollshollsholls.com/product/live-activity monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/dd260641-6aaa-473d-bc62-3ceed2bbe305/existing+design.png Product + experiences - Live activity - Make it stand out Ben Kirschner created candidate illustrations for The Washington Post. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/0a7d85fa-f4e7-4487-aca6-6a8333e7d4ad/live+activity+concepts.png Product + experiences - Live activity - Make it stand out Sketches and concepts for standby, expanded, lock screen, compact and minimal modes. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/5c075e6f-863e-415f-afa1-f09b1c2252cc/live+activity+featured+work.png Product + experiences - Live activity - Make it stand out Illustration of user interviewees. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/b27a758e-8b15-421f-be9e-6dda492d32b5/competitor+la.png Product + experiences - Live activity Audience strategy I learned more about the overall strategy for elections: Robust, fast news and analysis from our entire political team on debate, primary and general election nights. User stories I collaborated with Product to make user stories to guide us on this side quest: The heavy refresher, Has anything changed? and Take me to The Post. Competitive audit I looked to see what other live activities were out there but luckily I had audited election live activities during primary season. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/4e7ea42d-c596-4eb9-8b43-ccfaacf10062/push+notifications.png Product + experiences - Live activity - Make it stand out Election night brings a high volume of notifications to lock screens. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/5dbd9d66-1b8f-4545-b018-cfd591dea8de/2.png Product + experiences - Live activity - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/081543a4-d004-4c25-87c5-8466a8a2dbb0/live+activity+featured+work.png Product + experiences - Live activity - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/f875d1c9-d2ce-41cf-b3ba-f8b7622ec964/Asset+11.png Product + experiences - Live activity - Make it stand out It is dangerous to design alone and wise to take a product requirements document along. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/ca27286f-6628-40fd-b060-ef6b61e4583f/liveactivity-title.png Product + experiences - Live activity - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/d70ac901-3f0b-4076-9989-1f585fdf4a95/finals+live+activity.png Product + experiences - Live activity - Make it stand out Images from the live activity on Nov. 5 and 6. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/751ff613-fd65-4f03-9448-3e8182284d77/gifmaker_me+%282%29.gif Product + experiences - Live activity - Make it stand out A pixel version of me, Holly Braford. https://www.hollshollsholls.com/more daily 0.75 2025-09-01 https://www.hollshollsholls.com/more/print monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/57c5da50-6af9-445a-b0c7-46fdd614a7ef/serena+scrapbook+composite.png More design - Print - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584680810870-IST0LZ7LWEKSJGHO26WC/schools.jpg More design - Print Inside pages are important too. I advocated for this National section cover to take the whole page. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584680864573-1RSBQZADFEIXJ8PIM0PP/rent.jpg More design - Print Listicles are so much easier to design in digital. The challenge here was to give each photo its due but manage to contain the content to one page. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584680856426-L7FAVLHCMGC0MGS745UG/reflection.jpg More design - Print I worked with so many fantastic people at New York Times. It was hard to sell editors on a six-column photo of a reflection, but in the end we were able to convince others that this helped tell this very important story. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584680839211-4OWBRZG3H5HXH6EQT4FQ/bodylanguage.jpg More design - Print This analysis of one of the 2016 debates was difficult to pull off in print. It really needed photos paired with text to tell the story properly. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584680013286-29V2E76U40O67LZUUZ1Q/17_statefair.png More design - Print This illustration was a valentine to the Minnesota State Fair. This was made and sold as a poster and tshirt by the Star Tribune. It also turned into seed art and won first prize in the 2013 state fair competition. The artist was not affiliated with Star Tribune. The 2013 seed art I commissioned of Grumpy Cat won 3rd place. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1735786711959-G4O6ZR8NJ50FY6DX49TU/12_collegebarvita-1.jpg More design - Print I was art director for Vita.mn a now shuttered tabloid from the Star Tribune. This had an inside double truck with a flow chart. https://www.hollshollsholls.com/more/branding monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/9f2a0128-799b-4491-8222-715bb0e597d2/cclogos_notebook+pattern+black+overlay.png More design - Branding + Identity Identity for The Composition Collective. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/03a50a59-4ba9-4dfd-867f-eb01c0b02a31/The+Buzz+with+Joe+D-title1.png More design - Branding + Identity A title slide for The Buzz with Joe D. show for The Sacramento Bee. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584679375604-NVATWL9YWPJL5D4NBU3Y/carruth_podcast_1400sq.jpg More design - Branding + Identity Podcast logo for the Carruth series from The Charlotte Observer and McClatchy Studios. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584679351130-O5Y25QCUJCWEU0QC65A3/smoked0603_3.png More design - Branding + Identity A podcast logo for Smoked, from Miami Herald and McClatchy Studios. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1593614567099-NN3KQOBKLGSP4FWMHW9Q/makercitystacked-10.png More design - Branding + Identity Newsletter logo for Maker City from the Kansas City Star. This was a logo we intended to scale to other McClatchy markets, but the Kansas City newsletter was short lived. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584543348026-PE8BS4G1E3Q3UZUU8I83/%2B478+dark+blue+text.png More design - Branding + Identity Logo for a short-lived McClatchy project in Georgia. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584543684463-DS7023A1YS58BW6L5KAF/togethertypography-03.png More design - Branding + Identity Together marketing campaign logo for more https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1585089988592-BGUDV095911SKS4M3EGJ/destinedtoburn-05.png More design - Branding + Identity Destined to Burn content logo https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584681140564-XA0X0NF93SGIQOH0DPN7/lakeeffectconcrete_back_10-01.jpg More design - Branding + Identity Logo for a family member's concrete company https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/8a396e34-7111-4c5e-a019-4cdcbe69527d/Eleanor+Edit+Mastheads-15.jpg More design - Branding + Identity This logo was for a proposed newsletter that celebrated Eleanor McClatchy, CEO of McClatchy from 1936 - 1978. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584678151779-X7EKBOV5CRHULCWYFTMM/stacyskellybizcards_US+Business+Card+-+Front.jpg More design - Branding + Identity Back of a business card for a friend https://www.hollshollsholls.com/more/gifs-of-my-colleagues monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/b81b368d-b8fb-4bdf-959f-e2c9c6933304/gabatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/9fd64966-9304-4ebc-b951-aec12bd7a40c/kourtney+avatar+rev+1.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/bc3c2bee-2e9a-4099-b614-9b179f1493ca/efren-avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/b0cfed33-9796-442c-9601-feb1dc5005f6/jen+donie+avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847407784-0ZWK2VWHWVEO87VQWTE3/20140301_Trade-151_0124-copy.jpg More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/cfd01f0a-52f8-4c18-a15f-5f9c15183d58/eric+avatar+3.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847407287-985X24W2BPAEHHISD0C0/20140301_Trade-151_0124-copy.jpg More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/57f768ed-7f0b-4fd8-8576-9080fc698280/Jessica-Gilbert-Avatar-Interesting.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847406849-K0MEB56K6G4CEGRZ4D2J/20140301_Trade-151_0124-copy.jpg More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/7f066507-dd32-4d3f-924f-8ad480399e52/eddie+avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847406249-J4HYEHES6F6UCY5TVM2A/20140301_Trade-151_0124-copy.jpg More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/b0950a17-6efe-4815-bb60-14a9f212f8f2/Chris+avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847405591-FZUNRUAT1SR1PVIL5TA8/20140301_Trade-151_0124-copy.jpg More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/ceab9c28-5dc5-4e91-8ff0-574ba0fd8543/jay+avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847404849-JBKU84SJXZL5LDL554SL/20140301_Trade-151_0124-copy.jpg More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1021be2e-349e-46b6-a954-1d193a7ce239/theresa-poulson-avatar-rev1.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/6a51b3d6-b0ea-4013-ac9f-33a579cc8e14/Wendy-Melmed-Scaleus-Avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/a5700b3b-1353-4d0e-ba3a-5eedeb26f668/alexandra+avatar+new+hair.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/370fd988-6eb5-4a64-8d8c-c388d75f7139/Greg-Branson-avatar-rev1.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/6b27f2c4-a8e7-4355-b9fd-a61e89b4a937/Dakota+avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/fea8c88c-538b-49ca-90be-3eb82adae7cf/Paige-new+avatar+%281%29.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/0bc32fb9-90ef-4713-b9b1-8c578d505afb/eric-chima-avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/30cb9aec-34a1-4719-a30b-67b7e0cddc43/Melissa+avatar.gif More design - Gifs of my colleagues https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/f86c1f57-68c5-4fd9-a9c8-59d82209a073/joel-avatar.gif More design - Gifs of my colleagues https://www.hollshollsholls.com/more/volunteer monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/a1a33612-41d5-435d-b7f3-1128dbef562d/patch.png More design - Volunteer work I made this patch for the Girl Scout Association 40 encampment in 2018. I worked with a vendor to make this patch a memorable keepsake. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584678443029-N2GN0GMXEJH81TBYTQUL/auction+postcard+front-02.png More design - Volunteer work This is an invitation I created for the Capitol Hill Cluster School auction in 2018. I used the colors of all three schools for the confetti. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584678497860-TDTY3J0H4YUG1L0F6ELL/auction2020-02.png More design - Volunteer work This was the invitation for the 2020 Capitol Hill Cluster School auction. The party was moved to a zoom format instead of at Eastern Market. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1594591761477-LHCAKB8OFCM4DY5TX8JI/eddieclay.png More design - Volunteer work I made this clay version of the #readlocal squad character Eddietorial. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1595286957048-FJJILLG2OXW6QF4EP2A0/riplanding+pages.gif More design - Volunteer work A colleague requested a gif to illustrate the death of the landing page for a blog post. https://images.squarespace-cdn.com/content/v1/5e52d41f8bf5a551ea6d835f/1584673661197-29A4SXL6NUPV796P1A9G/popsicleparty.gif More design - Volunteer work