Midland Industries

Rise 360 / eLoomi / Illustrator / Photoshop / InDesign / Figma / Miro / Learning Experience Design / Team Leadership / Project Management / Instructional Design / Storyboarding / Visual Communication / Copy Editing & Direction / Interactive Content Design / Campaign Design / Cross-Platform Adaptation / Collaboration / Iteration

Midland Industries, a billion-dollar fittings and valves manufacturer with $157 million in annual revenue, needed a modern training system and branded campaigns to support their rapidly expanding product portfolio. The opportunity was to create a comprehensive LMS from the ground up while simultaneously launching a multi-touch drip campaign that reinforced their updated brand identity. The goal was to educate employees, strengthen customer engagement, and deliver scalable resources that elevated Midland’s position in the industry.

I built Midland’s LMS from scratch, developing 105 lessons over 35 weeks using Rise 360 and eLoomi. Each module included interactive activities, downloadable PDFs, instructional videos, step-by-step guides, and quizzes designed to engage learners and reinforce technical expertise. To accomplish this, I led a team of six creatives, including video editors, animators, a 3D artist, designers, and a copywriter, by providing storyboards, sourcing product imagery, and directing content creation. In parallel, I designed and executed a full drip campaign for Midland’s expanded hydraulic adapter line, creating branded graphics, emails, and digital assets in Illustrator, Photoshop, InDesign, and Figma. The result was a seamless ecosystem of training and marketing materials that elevated Midland’s brand, improved product knowledge, and supported long-term growth.