Paradigm Project
context
Massican is a Napa Valley winery founded in 2009 with a focus on Mediterranean-inspired white wines and a lifestyle rooted in food, art, design, culture, and travel. The brand wanted to expand its Instagram beyond traditional wine content and create a more immersive editorial experience that reflected the broader world of ideas and influences behind Massican.
graphic design | copywriting | design strategy layout & typography | image curation
Featured in: Apple, National Geographic, Academy Health, Invisible Children
the ask
The Paradigm Project needed a compelling investor and fundraising booklet that could clearly communicate their mission, business model, and impact to potential supporters. I was provided with an extensive, nearly 30-page Word document filled with information about the organization, its founders, programs, and community impact, and was tasked with determining what content was most relevant, what could be condensed or removed, and how to shape it into a clear, engaging story. The final piece needed to work both as a mailed introduction to prospective investors and a polished leave-behind for fundraising events and meetings.
the solution
I edited and distilled the extensive source material into a cohesive editorial narrative, pairing concise messaging with powerful photography and thoughtful page composition to create a brochure that was both informative and emotionally resonant. The design guided potential investors from understanding the organization and its approach to poverty through the tangible benefits of its work, using real stories, imagery, and impact-driven content to make the mission feel personal and actionable. The final piece gave The Paradigm Project a polished, persuasive tool for communicating its vision and building support among prospective investors and partners.
