I believe that a strong brand is more than just a logo—it's the promise a company makes to its audience, and I thrive on being the strategic guardian of that promise. My approach blends creative passion with meticulous governance to ensure every touchpoint feels authentic, exciting, and absolutely on-brand.

Brand Strategy & Vision: Turning complex business goals into simple, compelling narratives that resonate with customers.

Creative Direction: Guiding design partners and teams to bring brand vision to life with high-impact, distinctive creative work.

Brand Governance (The "Brand Cop," but friendly!): Establishing clear guidelines and serving as the trusted go-to person for all branding approvals.

Asset Management: Building efficient systems to organize and deploy thousands of assets, making it easy for everyone to stay on brand.

The Challenge: 
Strategic Unification

The organization needed a unified, modern brand identity to match its evolving mission. This required strategically overhauling every customer and internal touchpoint—a complex transition involving over 500 distinct assets across digital, print, and physical spaces (from product labels to building signage).

My Role: 
Brand Steward & Creative Lead

I led the charge by defining the new creative direction and visual standards. My core responsibility was two-fold:

1. Creative Direction

2. Brand Governance

The Outcome: Cohesive & Consistent

The rebrand was executed seamlessly, achieving complete consistency across the organization. This delivered a cohesive brand experience to the market and established robust brand guidelines that empowered internal teams, positioning the company for future growth and minimizing brand compliance risk.

I gave a brand a much-needed refresh. I tossed out the old, cluttered look and built a clean, modern style that now feels fresh and perfectly unified.