Working with Paul Vogelzang and The Not Old — Better Show has given me the opportunity to help grow an established media brand while strengthening its digital identity. My work has combined audience development, content strategy, visual design, editorial storytelling, and collaborations with established brands across media, entertainment, health, and lifestyle.
59%
follower increase
28.8k Followers
17.1k Followers
Unlike many of the brands I have worked with, Not Old — Better required two things at once: expansion and reclamation. I inherited a social audience that had previously been inflated through purchased followers, which meant success could not simply be measured by account size. The larger goal became rebuilding organic engagement, strengthening the show's digital voice, and creating content capable of reaching an active listener base for a podcast serving adults over 60.
Creating organic success
One of our early successes came during my first year with the show in 2022. We began experimenting with a more visually active format for interview clips, giving long-form conversations a stronger presence on social media.
The post became one of our first pieces to gain significant organic traction and helped demonstrate how stronger visual packaging could make the show's existing editorial content more engaging in a social environment.
Collaboration on an editorial scale
One of the most rewarding parts of working on The Not Old — Better Show has been the opportunity to create content alongside larger, established brands.
When I joined the team in 2022, I was immediately brought into work involving Stitch Fix, introducing me to the balance required between a show's existing editorial identity, its audience, and the needs of a partner brand.
Since then, I have contributed to projects involving Apple TV+, Acorns, the American Council on Exercise, Prevention Magazine, and an ongoing collaboration with Good Housekeeping. Each project has required finding the story within the partnership and translating it into content that still feels natural to the show and its audience.
A new design language
As social media evolved, so did the way we needed to present the show.
With two major new partnerships arriving in 2025, we developed a more cohesive visual system that could support the show's growing editorial and branded content. The resulting direction balances a clean, classic presentation with stronger visual hierarchy, calls to action, and enough flexibility to work across different stories and partners.
Accessibility was also part of that evolution. We incorporated captions and additional visual information into the content to make the show's digital presence easier to follow and more useful to a broader audience.