Marketing Specialist / Graphic Designer – Dawn Michelle LaPolla

Demand Flow Technology (DFT) – Manufacturing Methodology & Process Communication

Role: Marketing Director · Technical communication, content creation, and visual explanation

Overview

BASX Solutions implemented Demand Flow Technology (DFT), a signal-based manufacturing methodology designed to increase efficiency, improve workflow, and align production more closely with real customer demand. My responsibility was to create clear, accessible marketing and communication materials that explained the DFT process, its purpose, and the operational improvements it delivers.

Although DFT is not a customer-facing product, it is a critical internal process that influences build quality, lead times, customer satisfaction, and overall delivery performance. I translated this complex manufacturing methodology into visuals, diagrams, explanations, and website content that could be understood by customers, partners, and employees.

Challenges

• DFT is a complex process, not a physical product, and required clear explanation for a general audience.
• No existing marketing or visual framework to describe the methodology, benefits, or implementation.
• Needed to simplify operational concepts such as flow efficiency, non-value-added work, and 5S principles.
• Required coordination with operations, engineering, and manufacturing leadership to ensure accuracy.

Approach

• Researched the DFT process through interviews with operations and manufacturing leadership.
• Created clear customer-friendly explanations of DFT purpose, benefits, and effects on quality and delivery.
• Developed visual diagrams outlining flow processes, value-added vs non-value-added work, and 5S methodology.
• Wrote web content describing DFT and its impact on responsiveness, production time, and customer service.
• Produced internal-facing materials to help align the team around new workflows and expectations.

Key Messages Communicated

• DFT improves efficiency, reduces variation, and increases delivery performance.
• The methodology highlights and removes non-value-added work.
• DFT supports higher quality output with shorter production cycles.
• 5S principles help expose waste and make abnormalities visually obvious.
• The goal is to build high-quality products at the lowest cost in the shortest time.

Results

• Created the first-ever DFT communication materials for BASX, including diagrams, copy, and visuals.
• Improved internal understanding and adoption of the DFT process.
• Provided customer-facing clarity on how BASX optimizes production and ensures quality.
• Helped leadership present DFT benefits to clients and external partners.

BASX Solutions – Corporate Website Rebuild

Role: Marketing Director · UX, content, visual design

Overview

BASX Solutions needed a modern, scalable website to better represent its capabilities and product lines. I led a full rebuild including information architecture, content, design and menu structure.

Challenges

• Large catalog of technical products and projects without clear structure.
• Outdated visual presentation that didn’t match the company’s growth.
• Lack of SEO strategy and analytics for informed decisions.

Approach

• Audited existing pages and content to identify gaps and redundancies.
• Planned a new navigation and page hierarchy by product line and audience.
• Redesigned core templates for home, product, and project pages.
• Rewrote and expanded content to be both technically accurate and approachable.
• Implemented basic SEO best practices and analytics tracking.
• Provided new product photos for new or existing units.

Results

• Delivered a cleaner, easier-to-navigate website for customers and partners.
• Improved visibility and clarity of key product lines.
• Gave leadership and sales a stronger digital “front door”.
• Provided in-house web management support for quick production of landing pages, new photos and content.

Multi-Camera Livestream & Video Production

Role: Producer, Director, Editor, Technical Media Lead · BASX Solutions

Overview

Video played a central role in marketing for BASX Solutions, and I led multiple high-impact projects that combined creative storytelling with technical production. My work included everything from scripting and storyboarding TV commercials to directing multi-camera technical livestreams for engineering field tests. These projects strengthened brand visibility, improved customer understanding, and supported major growth initiatives across the company.

Capabilities Demonstrated

• Full-cycle video production (script → storyboard → direct → edit)
• Technical video capture in engineering/manufacturing environments
• OBS livestream setup and switching
• Adobe Premiere Pro editing and post-production
• Team direction, shot planning, and on-site coordination
• Turning complex technical activity into clear visual storytelling
• Applying video content to broader marketing strategy

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EXAMPLE A — Multi-Camera Technical Livestream for Field Testing

Purpose: Demonstrate product performance live to remote engineering teams

During a series of Microsoft engineering field tests, I produced a four-camera livestream using OBS. The objective was to showcase technical performance and real-time testing to stakeholders who could not attend on-site. I planned the camera positions, directed live switching, monitored audio and stream quality, and coordinated with the engineering team to ensure relevant test sequences were captured clearly.

Key Contributions

• Planned and executed a four-camera capture setup for wide, detail, and diagnostic views
• Configured OBS for smooth transitions, labels, and scene switching
• Directed live video to follow test progression and highlight critical performance moments
• Captured footage for later use in marketing videos, training content, and executive review
• Managed Teams delivery and monitored audience questions through chat for real-time support.
• Wrote final instructions and provided setup schematic for future testing.

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EXAMPLE B — TV Commercial Production (Script, Storyboard, Direct, Edit)

Purpose: Brand awareness and recruiting strategy for rapid company expansion

I wrote, storyboarded, directed, and edited a broadcast-quality TV commercial for BASX Solutions as part of a regional branding and recruiting initiative. The campaign was designed to support rapid company expansion, improve market visibility, and help communicate the company’s innovative manufacturing work to a broader audience.

Key Contributions

• Wrote the script and crafted the storyboard to establish clear visual and narrative flow
• Directed on-site filming, coordinated teams, and managed shot lists
• Edited footage, added graphics, transitions, and final color in Adobe Premiere Pro
• Delivered a polished commercial used across TV, digital, and internal recruitment assets
• Aligned video messaging with brand identity and growth strategy

Impact

• The commercial became a cornerstone of the company’s public image during a critical growth phase
• Contributed to the company’s expansion from ~130 employees to over 500 in less than three years
• Improved recruiting effectiveness by visually conveying company culture and capabilities
• Reinforced BASX’s position as an innovative, rapidly growing manufacturing company

iDEAL Solutions – Cleanroom Marketing & Website

Role: Web designer & marketing support · AVID Media · Partnering with iDEAL Solutions, BASX & MayAir

Overview

iDEAL Solutions is a cleanroom solutions representative focused on healthcare, semiconductor, and pharmaceutical environments. I designed and built their marketing website and am supporting ongoing marketing and CRM structure for technical B2B sales.

iDEAL Solutions works directly with MayAir—a global cleanroom and filtration manufacturer— as they establish their first U.S. manufacturing facility and prepare for the official MayAir product line launch in the United States. My work supports both iDEAL Solutions’ brand presence and the foundations needed for MayAir’s expansion into the U.S. market.

Challenges

• Presenting complex cleanroom products and technologies in a clear, approachable way for industry buyers.
• Building a polished digital presence for a highly specialized B2B technical sales environment.
• Creating foundational marketing that supports the upcoming U.S. launch of MayAir products.
• Supporting the transition as MayAir establishes domestic manufacturing capacity.

Approach

• Designed a clean, modern homepage that highlights core cleanroom solutions and partner brands (BASX & MayAir).
• Structured content that clearly communicates product capabilities, benefits, and industries served.
• Developed simple, professional contact flows to connect prospects with the sales principal.
• Created marketing materials and messaging adaptable for the MayAir U.S. product launch and future campaigns.
• Collaborated on early CRM, lead tracking, and content workflows to support scalable B2B outreach.

Results

• Delivered a professional, technical marketing website for a cleanroom solutions provider.
• Increased clarity and credibility for prospects evaluating cleanroom options and partner brands.
• Built marketing and content foundations that support the introduction of MayAir products into the U.S. market.
• Provided a platform that can scale as the new MayAir manufacturing plant comes online.