HeartSupport Case Study

Creative Direction, Brand Rebuild, and YouTube Growth for a National Mental Health Nonprofit

Overview

This case study documents my work as Creative Director at HeartSupport, a national nonprofit focused on mental health and suicide prevention within the music community. The work spanned brand rebuilding, YouTube growth strategy, social media leadership, and the development of scalable creative systems that transformed HeartSupport into a high-performing media platform.

This page is intentionally comprehensive. It reflects the full scope of creative direction, nonprofit marketing strategy, video production leadership, and YouTube growth execution used to drive measurable results at scale.

Role & Timeline

Creative Director (Contract → Full-Time)
August 2023 – Present

I joined HeartSupport in August 2023 as a contract video editor. The role rapidly expanded into full creative leadership as the organization required direction across YouTube, social media, branding, and visual storytelling. I assumed responsibility for the strategic and creative oversight of HeartSupport’s digital presence, transitioning from a contract to a full-time role as growth accelerated.

My responsibilities extended far beyond the original scope of editing. I served as the lead creative authority for brand consistency, YouTube growth strategy, content systems, and social media execution across all platforms.

Scope of Responsibility

 
 

Brand Strategy & Rebrand

  • Led visual identity refinement for a national mental health nonprofit

  • Defined messaging, tone, and brand voice

  • Built and enforced brand guidelines across all platforms

  • Unified design systems across YouTube, social media, and campaigns

  • Ensured long-term brand consistency and recognition

YouTube Strategy & Video Production

  • Creative Director for YouTube long-form and Shorts content

  • Oversaw video editing, post-production, and quality control

  • Directed thumbnail design, titles, descriptions, and metadata

  • Applied YouTube SEO best practices and analytics-driven optimization

  • Conducted studio recordings and filmed interviews

  • Produced interviews with volunteers, donors, and program participants

  • Balanced algorithmic growth with ethical mental health storytelling

Social Media Strategy

  • Platforms: Instagram, TikTok, Facebook, YouTube Shorts, Reels

  • Directed and edited short-form, story-driven content

  • Published emotionally honest mental health stories at scale

  • Adapted content for platform-specific algorithms while maintaining brand voice

  • Supported viral content across all major platforms

Leadership & Creative Oversight

  • Final authority on creative direction and content output

  • Reviewed and approved all creative deliverables

  • Provided creative direction for contributors and volunteers

  • Maintained consistency, quality, and mission alignment

Systems, Workflow & Scalability

To support rapid growth, I implemented structured creative systems designed to scale nonprofit media output without sacrificing quality or mission integrity:

  • End-to-end content workflow from concept to publication

  • Project management and task tracking using Asana

  • Standardized creative approvals and final sign-off

  • Defined rules for thumbnails, titles, branding, and metadata

  • Repeatable systems for repurposing long-form content into Shorts and Reels

  • Clear production handoffs between recording, editing, and publishing

These systems transformed scattered content efforts into a repeatable media engine capable of sustained growth.

Performance Metrics & Growth Results

YouTube Growth

  • Subscribers at start: ~25,000

  • Subscribers achieved: ~293,000

  • Total views at start: ~3.2 million

  • Total views achieved: ~67.7 million

Cross-Platform Reach

  • Over 600 million total views across all platforms

  • Viral content across Instagram, TikTok, Facebook, and YouTube

  • Consistent growth driven by Shorts, Reels, and long-form video

Key Milestones

  • YouTube Silver Play Button

  • Developed and designed a deployable inflatable Support Wall 7x7 and 10x10 all across the USA

  • Opening the plaque at Furnace Fest

  • Ranked #1,812 in the Music category (United States)

Before & After Transformation

Before my involvement, HeartSupport lacked a unified approach to branding, social media systems, and YouTube strategy. Content direction, design, and execution were inconsistent, limiting growth potential.

The objective was clear: rebuild the foundation and create a scalable creative machine.

Through structured systems, intentional branding, and platform-aware storytelling, HeartSupport evolved into a recognizable, trusted, and high-performing nonprofit media brand. Growth was measured not only in views and subscribers, but in meaningful engagement and life-changing impact.

Creative Direction Philosophy

My creative philosophy centers on responsibility. Algorithms matter, but people matter more. Mental health media must be honest, ethical, and human-first.

Music, faith, and mental health naturally intersect. That intersection informed how stories were told, how visuals were designed, and how content was structured. The focus remained on clarity, trust, and sustainable growth rather than short-term performance spikes.

Tools, Technology & Platforms

  • Video Editing: DaVinci Resolve

  • Design & Branding: Adobe Creative Suite

  • Cameras: Canon (photo), Blackmagic (video)

  • Analytics & SEO: TubeBuddy, Google Analytics

  • Project Management: Asana

  • Training: Jumpstart YouTube Training and Resolve Con

Defining Moment: Opening the YouTube Silver Play Button

Opening HeartSupport’s YouTube Silver Play Button at Furnace Fest marked a full-circle moment in a long creative journey.

I began creating YouTube videos in 2007 with the goal of inspiring others. Years later, after volunteering, interning, and returning as Creative Director, standing at Furnace Fest opening that plaque represented persistence, mentorship, faith, and mission alignment. It was a reminder that meaningful creative work compounds over time and that long-term vision matters.

Ongoing Relationship

Although my role later shifted, the partnership continues. Stone and Silver Studio currently works with HeartSupport as a client, allowing this creative and strategic relationship to continue from a new perspective.

Outcome

This work helped transform HeartSupport into a scalable, recognizable media platform within the nonprofit mental health and music space. The systems, branding, YouTube strategy, and creative direction established during this period continue to support long-term growth and impact.

This case study reflects leadership at the intersection of creative direction, nonprofit marketing, YouTube growth strategy, video production, and faith-informed storytelling.