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Jackie Blum is the founder and sole designer at JADY Design, a brand and web design consultancy based in New York serving small businesses in the restaurant, hospitality, retail, and service industries. With 25 years of experience as an Art Director and Creative Director at Victoria's Secret, Entertainment Weekly, Us Weekly, and Full Beauty Brands, Jackie now applies enterprise-level design strategy to small business owners who need their brand to work as hard as they do. Services include web design, SEO, brand identity, logo design, menu design, and training materials.

JADY DESIGN

25 Years of Design
All of it, For you.

I’m Jackie. I built JADY Design to give small businesses the kind of strategic design partnership that used to require an entire in-house team. Every project runs through me – from the first conversation to the final file handoff.

Jackie Blum, brand identity designer and creative director, working in her home office studio - approachable freelance graphic designer specializing in brand development and creative strategy

The Short Version.

In 2020 I left corporate to work directly with small business owners. Not because the work is simpler — it isn't. Because the impact is immediate. You see it working, and so do I. After 25 years watching large organizations move slowly around good ideas, that part still doesn't get old.

Before JADY, I spent over two decades in New York as an Art Director and Creative Director. Victoria's Secret. Entertainment Weekly. Full Beauty Brands. Brands where every design decision was measured in conversion rates, not committee opinions. I know how to build something that performs because I spent years at organizations that couldn't afford for it not to..

I'm based in Long Island, New York. I work with clients across the country — restaurants, hospitality businesses, wellness practitioners, and service providers who've outgrown the brand they started with..

Years of Professional Design Experience

Category growth delivered through redesign at Full Beauty Brands

Designer on your project from first call to final handoff. Always me.

Small business focused since 2020

What You Actually Get When You Hire Me

I treat every project like it's my own business. That means I notice things outside the original scope. I ask questions you haven't been asked before. I reorganize things that aren't working even when nobody asked me to look at them. This is not a liability. It's the reason clients come back.

“Twenty-five years in, I still can’t ship something I’m not proud of.”

I work with one client at a time, which means your project gets full attention, not a slot in a rotation. Discovery is thorough. Revisions are real. The handoff is complete — you leave knowing how to use everything I built.
That same approach extends to how I work with AI tools. I use them every day — for strategy, research, and workflow efficiency. I also teach clients how to use AI in their own businesses: at their level, for their specific workflows, without the tech overwhelm. The tools are available to everyone. Knowing what to point them at is still the work.

Where this Came From

The Experience Behind the Work.
And What it Means for Yours.

Entertainment Publishing

Deadline pressure teaches you to make good decisions fast in this fast-paced world

Print Doesn’t Get a Second Draft

I designed for Entertainment Weekly, Us Weekly, and Child Magazine in New York, back when print was the primary medium and there was no fixing a mistake after it went to press. I bring that same elite publication discipline and zero-margin-for-error standard to every project I take on.

Victoria's Secret, 2011–2016

Every design decision was made for one person: the customer.

Design is the Mechanism

I led the redesign of their entire digital shopping experience — category navigation, editorial storytelling, user flow. Building a site that turns browsers into buyers at the largest possible scale teaches you what design actually does. It's not decoration. It's the mechanism that moves people.

Positive Promotions + Full Beauty Brands

Data and design are not separate conversations.

I drove 300% category growth at Full Beauty through conversion-focused redesign, then led a 20-person creative team translating consumer insights into brand systems at Positive Promotions. I bring that analytical thinking to every client project regardless of size.

JADY Design, 2020–Present

You get the strategy that used to require an entire in-house team. Without the team price tag.

Small businesses don't have 20-person creative departments or seven-figure budgets. They have me — and I bring the same strategic thinking I applied at scale to every project I take on. The size of the business changes. The standard doesn't.

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If your brand isn’t reflecting how good you actually are, that’s the problem we fix.

One conversation. No pitch deck. We figure out if we're a good fit and what working together would actually look like.