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    <loc>https://www.ashleydm.com/home</loc>
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    <lastmod>2022-10-10</lastmod>
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      <image:title>Home - Hi, I’m Ashley.</image:title>
      <image:caption>I’m a creative thinker, designer and problem solver who believes the best work starts with understanding people. I bring strategy, curiosity and a designer’s eye together to create work that feels thoughtful, relevant and worth paying attention to. Take a look around.</image:caption>
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    <loc>https://www.ashleydm.com/about</loc>
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    <lastmod>2022-10-10</lastmod>
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      <image:title>About - I’m a creative leader with 15+ years of experience building brands, leading multidisciplinary teams and turning business goals into thoughtful, audience-focused creative.</image:title>
      <image:caption>My experience spans brand identity, integrated campaigns, digital, print, content, photography and video for organizations ranging from emerging businesses to Fortune 500 companies. I’ve worked across automotive, nonprofit, municipal, healthcare and e-commerce, leading projects from early strategy and concept development through final execution. I’m a hands-on creative leader at heart. I love developing the big idea, but I’m just as comfortable getting into the details, whether that means shaping a brand system, designing a campaign, directing a shoot or figuring out how all the pieces work together. I believe the strongest creative comes from understanding the problem first, then building something that is clear, intentional and genuinely connects with its audience. Over the course of my career, my work has contributed to award-winning campaigns recognized by organizations including IABC Heritage Region and CCA North America. Before moving into creative leadership, I built my foundation through agency, freelance and editorial work, including experience with Hour Media and AutoWeek Magazine. I’m a graduate of the College for Creative Studies with a BFA focused on photography, graphic design and advertising, along with a semester studying art in Florence, Italy.</image:caption>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Shop - Harvest Moon Cup</image:title>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Shop - Earth &amp;amp; Sky Planter</image:title>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Shop - Golden Mist Cup</image:title>
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    <loc>https://www.ashleydm.com/shop/p/spring-bowl-7c55p</loc>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Shop - Spring Bowl</image:title>
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    <loc>https://www.ashleydm.com/shop/p/milk-dip-cup-yennm</loc>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Shop - Milk Dip Cup</image:title>
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    <loc>https://www.ashleydm.com/shop/p/country-feast-set-cxz26</loc>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Shop - Country Feast Set</image:title>
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    <loc>https://www.ashleydm.com/portfolio</loc>
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    <lastmod>2026-08-25</lastmod>
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  <url>
    <loc>https://www.ashleydm.com/portfolio/graphic-design</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-08-25</lastmod>
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      <image:title>Portfolio - Graphic Design</image:title>
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    <image:image>
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      <image:title>Portfolio - Graphic Design</image:title>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/1787681375699-9VD7PH5VKQR0NXY6CSND/Slide34.png</image:loc>
      <image:title>Portfolio - Graphic Design</image:title>
      <image:caption>The strongest brands equip the people closest to their audiences to carry the message. Franco develops practical toolkits that turn strategy into clear, ready-to-use resources for franchisees, ambassadors and community partners. Each toolkit begins with listening. For Jet’s Pizza, we worked with leadership, franchise owners and community stakeholders to create a Local Store Marketing Toolkit grounded in real business needs. The final playbook paired step-by-step guidance with outreach templates, worksheets, email copy, flyers and planning resources, then was tested with franchisees and refined for simplicity and flexibility. For NEI’s MI Small Business Helper, personalized ambassador toolkits combined ready-to-post captions, branded graphics, unique UTM tracking links and best practices. The result is consistent, on-brand execution at scale while giving every partner the tools to connect authentically with their community.</image:caption>
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      <image:title>Portfolio - Graphic Design</image:title>
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      <image:title>Portfolio - Graphic Design</image:title>
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      <image:title>Portfolio - Graphic Design</image:title>
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      <image:title>Portfolio - Graphic Design</image:title>
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      <image:title>Portfolio - Graphic Design</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/1609208296105-3X2UNWV8G5A3VA78Y2LP/ADM+Portfolio22.jpg</image:loc>
      <image:title>Portfolio - Graphic Design</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/9ac7d95b-d575-419d-993e-6215be6d4fa4/ADM+Portfolio12.jpg</image:loc>
      <image:title>Portfolio - Graphic Design</image:title>
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  <url>
    <loc>https://www.ashleydm.com/portfolio/identity</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-08-25</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/1611773942201-9U0GRNQOM18M0G3XI3AO/ADM+Portfolio29.jpg</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>I worked with the owner to build Cloud Bites from a blank page. Together we created Cloudy, a friendly cloud character who gave the brand its face and its name. From that mascot I developed the full identity, packaging and branded pieces that carried Cloud Bites into local Detroit restaurants where the products were sold. The look is playful and approachable, turning a small-batch treat into a brand customers recognize the moment they see it.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/75ed9a1b-3cfb-4478-b58f-2aa4bd682bd0/Franco_Portfolio-02.png</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>French Associates is a Michigan based architecture and interiors firm known for designing schools, civic spaces and community landmarks across the state. As the practice grew, its longtime identity no longer reflected the scope, sophistication and forward looking vision of its work. I partnered with French Associates to modernize its brand and sharpen its market position. Guided by stakeholder input, I developed a refreshed visual identity anchored by a bold, confident wordmark and a streamlined color palette. The new look balances the firm’s architectural precision with a more approachable, contemporary feel. I extended the identity across a full system of branded collateral, including signage, business cards, apparel and digital channels. The result is a cohesive, polished brand that better represents French Associates’ craftsmanship and positions the firm for continued growth.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/dfd7feb3-c959-4027-9416-132ec9e89d0b/Franco_Portfolio-03.png</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>The Ferndale DDA faced a communications challenge: Woodward Moves, a $9 million construction project that would repave Woodward and reshape the corridor with protected bike lanes, shorter pedestrian crossings and accessible curb ramps. Construction in a thriving downtown meant high scrutiny from residents, business owners and neighboring communities. Working directly with the DDA and the downtown community, I developed the Woodward Moves creative treatment and master messaging centered on why the project mattered. My communications plan spanned media relations, social media, website updates, email marketing and business owner engagement including FAQs, fact sheets and a text alert system. The work kept sentiment positive and the community informed throughout construction, earning 58 pieces of media coverage, 1,553 newsletter subscribers and a 41.4% average email open rate, more than 20 points above the industry average.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/f92c72e6-a368-4c09-a059-383944826cb7/Franco_Portfolio-04.png</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>Utica Community Schools is one of Michigan's largest public school districts, serving thousands of students and families across Macomb County. After decades of growth, the district's identity had become dated and inconsistent, no longer reflecting the quality, innovation and community focus at the heart of its mission. I led the refresh of the district brand and unified its visual presence. Grounded in the vision, mission and values, I built the identity around a refined UCS monogram in which the C represents the community that supports the schools. The system pairs a confident wordmark with a flexible icon library and a cohesive color palette. I rolled the brand out across signage, print collateral, digital platforms and district communications, giving every school a consistent, recognizable look. The result is a modern identity that strengthens community pride and clearly represents the district's commitment to its students.</image:caption>
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      <image:title>Portfolio - Identity</image:title>
      <image:caption>Rethink Royal Oak brought sweeping change to the city's downtown: a privately owned 140,000 square foot Class A office building, a 581-spot parking structure, new headquarters for City Hall and police and a 2-acre public park. A project of that scale needed a clear identity to help residents and businesses understand what was coming. Building on the city's established brand, I developed the RethinkRO campaign identity, centered on walking the city to explore and learn. Guided by a four step approach of positioning the brand, generating support, building awareness and celebrating results, I worked directly with the community, attended city council meetings, partnered with local businesses and branded items throughout the city. The campaign kept communication between the city, business owners, residents and visitors open and consistent, supported by RethinkRO.com and an official parking guide, maintaining downtown attendance and building excitement for a reimagined Royal Oak.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/1606092981495-0M6FWB86DGS3IBOKPF7X/ADM+Portfolio9.jpg</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>Rethink Royal Oak brought sweeping change to the city's downtown: a privately owned 140,000 square foot Class A office building, a 581-spot parking structure, new headquarters for City Hall and police and a 2-acre public park. A project of that scale needed a clear identity to help residents and businesses understand what was coming. Building on the city's established brand, I developed the RethinkRO campaign identity, centered on walking the city to explore and learn. Guided by a four step approach of positioning the brand, generating support, building awareness and celebrating results, I worked directly with the community, attended city council meetings, partnered with local businesses and branded items throughout the city. The campaign kept communication between the city, business owners, residents and visitors open and consistent, supported by RethinkRO.com and an official parking guide, maintaining downtown attendance and building excitement for a reimagined Royal Oak.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/4dd4bdc1-863f-4460-ac3c-623d0b961595/Franco_Portfolio-01.png</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>MichAuto is a statewide automotive association dedicated to advancing Michigan's position as a global leader in the evolving mobility industry. With rapid change reshaping the sector since its founding in 2007, the organization set out to modernize its brand, sharpen its mission and ensure it continued to meet the needs of investors, policymakers and industry partners. I led the evaluation of the mission, strategic priorities and overall brand identity. Guided by stakeholder research, I defined four core focus areas: talent, advocacy, industry transition and economic development that became the foundation of the refreshed brand. From there I developed a modern visual identity and a comprehensive rollout strategy anchored by MichAuto on the Island at the 2024 Mackinac Policy Conference. The launch spanned events, digital platforms and internal channels, positioning MichAuto as a critical resource for Michigan's economy and automotive community. Alongside the rollout I designed updated collateral including apparel, business cards and presentation systems to introduce the new brand. With clear messaging, confident design and stakeholder alignment, the rollout was regarded as a success by leadership and key partners alike.</image:caption>
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      <image:title>Portfolio - Identity</image:title>
      <image:caption>I supported Detroit's most recognizable landmark through a years-long, integrated relationship spanning public relations, marketing, creative, social and advertising. Working alongside property manager CBRE, I kept the riverfront icon connected to the more than 14,000 people who move through it each day. When GM launched a large-scale renovation at the core of the building, I kept tenants and guests moving.I branded the project Innovation at Work and built the tools to keep people oriented. Barricade graphics, updated kiosk and website maps and a reprogrammed GMRENCEN Wayfinder App with alternative routes kept navigation clear through construction and major events like the Auto Show. I also produced the annual Health &amp; Safety Week, coordinating an 1,100-person fair, a Safety HQ and a full week of programming, with 84% of attendees very satisfied and participation vouchers doubling year over year. Across Holiday Headquarters, Rockin' on the Riverfront, media relations and advertising, I gave the GMRENCEN a cohesive presence that drives visits, events and holiday traffic.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/1606527076275-WX3KU03092XUMRRULBLC/ADM+Portfolio10.jpg</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>I supported Detroit's most recognizable landmark through a years-long, integrated relationship spanning public relations, marketing, creative, social and advertising. Working alongside property manager CBRE, I kept the riverfront icon connected to the more than 14,000 people who move through it each day. When GM launched a large-scale renovation at the core of the building, I kept tenants and guests moving.I branded the project Innovation at Work and built the tools to keep people oriented. Barricade graphics, updated kiosk and website maps and a reprogrammed GMRENCEN Wayfinder App with alternative routes kept navigation clear through construction and major events like the Auto Show. I also produced the annual Health &amp; Safety Week, coordinating an 1,100-person fair, a Safety HQ and a full week of programming, with 84% of attendees very satisfied and participation vouchers doubling year over year. Across Holiday Headquarters, Rockin' on the Riverfront, media relations and advertising, I gave the GMRENCEN a cohesive presence that drives visits, events and holiday traffic.</image:caption>
    </image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/83214bdd-aa33-44f0-84e1-f6d08fee1d7b/Franco_Portfolio-05.png</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>SEMCOG, the Southeast Michigan Council of Governments, serves communities across Southeast Michigan’s seven-county region. To encourage members to engage with and share SEMCOG’s work, research and progress, the organization needed a refreshed brand and official guidelines that reflected the entire region while adapting easily to members’ own channels. I partnered with the SEMCOG team to build on what was already working and identify new opportunities. Through collaborative brainstorming, I recommended ways to integrate, extend and repurpose existing tactics while also providing guidance on new ideas that could strengthen communications across multiple formats. The resulting brand guide established practical standards for logo usage, color, typography, messaging, social media, video, photography and imagery. It also introduced a dedicated map palette and guidance to improve consistency, hierarchy, simplicity and legibility. The result is a high-touch but flexible system that helps internal teams and members create cohesive communications, share SEMCOG’s work and adapt materials for their audiences.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e0a2679a0eeac63f5b15be9/3d561ac4-e6ba-4b41-af1f-397cf389ff41/Franco_Portfolio-07.png</image:loc>
      <image:title>Portfolio - Identity</image:title>
      <image:caption>The City of Inkster set out to redefine how it presents itself to residents, businesses and visitors. The goal was a brand that authentically reflects the community and builds pride, replacing a dated identity with one rooted in the city’s story and aspirations. This was a deeply collaborative effort built over the course of a year. I worked directly within the community, attending local events and meeting regularly with city council and residents to review concepts and gather input at every stage. That engagement shaped a new identity anchored by the Discover. Grow. Unite. tagline and a fresh, forward looking city mark. Beyond the logo, I developed a complete pitch and rollout approach to help city leaders introduce the brand and bring the community along. The result is an identity built with Inkster, not just for it, giving the city a unified, confident look that residents can rally behind.</image:caption>
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      <image:title>Portfolio - Identity</image:title>
      <image:caption>I built the full event identity for Brews + Beards, a charity night of craft beer and a beard contest at Michigan on Main in Frankenmuth benefiting C.S. Mott Children's Hospital. Starting from a single bold mark, a bearded, shades-wearing character crowned with a beer's foam head, I created a complete campaign: event poster, branded merchandise and a web and social presence that tied the night together. The system was playful and unmistakable, giving a good-cause event the polish of a real brand and making it easy for guests to show up, donate and enter the contest.</image:caption>
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      <image:title>Portfolio - Identity</image:title>
      <image:caption>I developed the event identity for NCIA's Cannabis Business Summit &amp; Expo, the National Cannabis Industry Association's regional forum series built to bring operators, regulators, advocates and elected officials to the same table on cannabis policy. Drawing on the series' promise of regional engagement and national impact, I designed a logo and identity system anchored by a sunrise breaking over open fields, a growth-forward mark paired with a clean, confident wordmark built to carry across signage, digital and print. A change in management closed the project before it went live, leaving behind a complete, ready-to-launch identity for a national industry event.</image:caption>
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      <image:title>Portfolio - Identity</image:title>
      <image:caption>I developed the event identity for NCIA's Cannabis Business Summit &amp; Expo, the National Cannabis Industry Association's regional forum series built to bring operators, regulators, advocates and elected officials to the same table on cannabis policy. Drawing on the series' promise of regional engagement and national impact, I designed a logo and identity system anchored by a sunrise breaking over open fields, a growth-forward mark paired with a clean, confident wordmark built to carry across signage, digital and print. A change in management closed the project before it went live, leaving behind a complete, ready-to-launch identity for a national industry event.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.ashleydm.com/portfolio/photography</loc>
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    <lastmod>2026-08-25</lastmod>
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      <image:title>Portfolio - Photography</image:title>
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      <image:title>Portfolio - Photography</image:title>
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