Brand Development
Using visual and verbal alignment brand aligns teams, consumers, and leadership to goals, purpose, and vision. If we all know the Why, we can accomplish the How. Design isn’t about making something pretty. It’s about making something work. Easily accessed information, in just the right amounts, at the right time, knowing when to weave an inspirational story, and when to deliver the facts.
Branding teams, products, and companies happens to be my specialty because brand is everything. A well-designed brand informs the way a company is organized, the way consumers find your product, the way your team accesses information in one unified narrative. I lead this powerful tool with metrics-led precision because if it can’t be measured, it doesn’t exist.
3M Onboard
Role: Brand development including narrative, key graphics, brand marks, hierarchy development, template design, journey map, client leadership, team development, campaign design, production
Challenge: Create a supporting brand and assets to complete the new-hire onboarding program for 3M. Campaign had to utilize overall company mission to excite, inform, and welcome new-hires.
Concept: Our verbal and visual identity work together to tell a powerful story about new ideas, scientific curiosity, and the wonder created together. To get everyone Onboard with wonder. Onboard with curiosity. Onboard with 3M. A sun line-art graphic layers with the “O” pulled from “Onboard” that radiates with the energy we embrace and encourage in our new hires. The sun graphic paired with diverse portraiture allows individuals to see themselves as the radiant energy that fuels the company. Onboarding materials included a journey map outlining the basic onboarding process for a grounding experience.
Deliverables: Logo, style guide, supporting graphics, welcome letter, journey map, templates (posters, PPT, email), iconography, swatch files, and imagery catalogue.
Salesforce tpil
Role: Brand development including brand guide, logo, narrative, key graphics, hierarchy development, UI design, and client leadership
Challenge: Unify a new team focused on individual growth under the overarching Salesforce brand. The team had core principals without a meaningful way to share that story. That story needed to be woven through all tpil work from how the team worked to how it taught the rest of the company.
Concept: Our logo concept wrapped our core principals with an open dynamic graphic showing that tpil (lower case to show the approachable methodologies) was both core to the employee experience (from initial learning to career pathing) and dynamic enough to be open without obstruction. The orange core was repeated in the type treatments for all subsidiary programs, showing ownership without creating competing marks. By taking a slice of the overarching brand we gave critical information about where in the organization we sat without competing with the existing structure.
Deliverables: Logo, program type treatments, style guide, boilerplate core story and communications, supporting graphics, templates (Storyline UI, posters, PPT), iconography, swatch files, swag designs, and imagery catalogue.
Broadway Theater
Role: Season campaign including customizable logo, annual subscriber brochures, 500+ seasonal and show-specific ads for 10+ global cities.
Challenge: Create brand and assets that can be easily localized for cites across the US and Europe. Keep up with scheduled and last-minute marketing opportunities for each city and show.
Concept: Capturing the drama of live theater with show lights, stark shadows, and building from black, I was able to create a visually striking yet easy to manipulate brand. Each city got its own logo, brochure with localization information, and mail-in forms. Then, as the year progressed each city and show had its own marketing campaigns based on either standard assets or assets I created for the show (Cabaret, Big Pants and Botox, Cuff Me). As sole designer for hundreds of shows over 5 years, project management, asset maintenance, and prompt billing were essential.
Deliverables: Dozens of brochures, hundreds of print and web ads, mailers, email marketing, taxi and billboard signage.