Randy Stulberg
When acclaimed Executive Producer Randy Stulberg approached me, her website no longer reflected the caliber or clarity of her creative career. Over the years, Randy’s work had evolved — from photojournalism and documentary filmmaking into a powerful blend of unscripted television, branded content, and documentary films — but her online presence hadn’t kept pace.
Our goal was simple: separate her video and photo work and create a new digital hub for her video work that felt editorial, cinematic, and organized, while positioning her for new opportunities in both television and branded entertainment.
The Challenge
Randy’s work spanned multiple formats, industries, and audiences, but everything lived in a single undifferentiated space. As a result:
- Her strongest work competed for attention instead of reinforcing one another
- The site didn’t communicate her seniority or development experience
- Industry decision-makers couldn’t quickly understand where she fit or how to engage her
This wasn’t an execution problem; it was a directional one.
strategic Approach
Before touching design, we focused on clarity.
The work began by defining:
- What kind of producer Randy is today
- Which projects were foundational vs representative
- How the site should function as a tool for executives, commissioners, and brand partners
From there, we established a clear hierarchy: video-led work front and center, supported by an editorial structure that could grow with her career.
Execution
Scope of Work
My role spanned strategy, structure, creative direction, and execution.
STRATEGY & POSITIONING
- Clarified Randy’s professional narrative across unscripted TV, branded content, and documentary
- Defined a distinct point of view and audience for the site
- Established a scalable framework to support future projects
INFORMATION ARCHITECTURE
- Separated video into distinct experiences, with a future photo website on the way
- Designed a project taxonomy that made the work easy to scan and understand
- Created individual project reels to best showcase her breadth of work
CREATIVE DIRECTION
- Developed an editorial, cinematic visual language aligned with her work
- Established hierarchy, pacing, and rhythm across the site
- Balanced restraint with personality to avoid over-branding
DESIGN & BUILD
- Designed and built the website end-to-end
- Implemented CMS structures to support ongoing updates
- Ensured responsiveness and clarity across devices
“Shelby truly went above and beyond. She has a brilliant sensibility that seamlessly marries branding, visuals, and business. She was able to personalize, clarify, and edit out the old to make space for the new—ultimately presenting me in the best light possible for potential clients. Shelby is deeply attuned to what’s current and relevant, with real, hard-earned experience in the entertainment industry. There’s a genuine trust that comes from working with someone who gets it. It was also refreshing to have a fresh point of view outside myself to gain perspective and bring everything into focus. I can’t stop recommending her to everyone I know, and I already feel completely re-energized.” — RANDY STULBERG, EXECUTIVE PRODUCER
Shelby nico Diamond
Advisor + Consultant
