One brand, many journeys

This rebrand was about more than new visuals—it was about giving a global organization one clear story to tell.

We unified a complex brand architecture into a single, modern identity so customers, partners, and members experienced one clear story. As Art Director, I set the creative direction and authored the style guide the work runs on—color, type, imagery, icon style, and plain-language voice cues. I also built accessibility into the brand from the start, documenting WCAG-minded guidance for contrast, type scale, and usage so teams could make inclusive choices by default. In Figma, I created a scalable, component-based system with organized libraries (tokens, components, page templates), and I set practical naming, tagging, and folder structures so assets stayed searchable and consistent in the DAM.

With that foundation in place, our hybrid team carried the system through every channel—web, print, partner kits, and enterprise sales. Together we shipped 140+ launch deliverables in roughly two months, rebuilt a 120-slide corporate master deck in under a week, and produced a 2,000+ icon library to support day-to-day campaigns at scale. I led weekly reviews with marketing, digital, product, compliance, and project management to keep decisions moving, and tuned master slides and templates so non-designers could self-serve on brand. We also supported finalist presentations for enterprise clients—partnering with executives to shape the narrative, tighten the visuals, and add simple motion or prototype moments when they helped the idea land. The outcome: one brand voice across touchpoints, a measurable lift in production efficiency (+40%), faster approvals with fewer revision loops, and executive-ready decks that consistently helped leaders win the room.