Brand Strategy & Identity
ModuleQ Rebranding
Mission: Executed a full rebrand for ModuleQ, shifting its strategic approach beyond financial services.
Impact: Developed a new brand identity that became the foundation for go-to-market and long-term business strategy.
When I joined ModuleQ, it was clear they had something brilliant on their hands – an AI insights engine designed to perfectly prep customer-facing B2B teams for any conversation. Think of it as a super-smart personal assistant, sifting through endless info to deliver exactly what you need, right when you need it. Up until 2020, their genius was broadly focused on customer-facing professionals. But in 2021, my mission was crystal clear: rebrand ModuleQ to focus on financial service professionals and speak to a targeted total addressable market (TAM). This wasn't just a logo swap; it was an in-depth, full rebrand that involved a significant shift in strategic approach.
As the creative director and designer on this exciting rebranding project, I dove headfirst into shaping ModuleQ's new identity. Working with the team, we meticulously crafted guidelines around everything: language (voice) to ensure we sounded just right, logo usage, photography, colors, typography, iconography, and a tidy grid system. Once our brand bible was complete, I made sure it didn't just collect dust. I rolled out a company-wide training course, empowering everyone to understand and use our new brand effectively.
Hitachi Solutions Brand Guide
Mission: Orchestrated a complete brand evolution for Hitachi Solutions post-acquisition to unify global presence.
Impact: Defined and launched a consistent, scalable brand identity across all touchpoints while maintaining the parent brand guidelines from Hitachi.
When Hitachi Solutions acquired Capax Global, it wasn't just about integrating two companies; it was about evolving a global brand to reflect a much broader, more powerful entity. My mission was to orchestrate a holistic brand evolution – defining, educating, and implementing a consistent identity that would seamlessly unify our diverse global presence. This went far beyond just logos; it was about ensuring every piece of communication, every visual cue, and every spoken word resonated with our new, expanded vision.
As the Director of Brand and Marketing Strategy, I was at the very heart of this transformation. I led the strategic integration, providing creative direction and overseeing the meticulous implementation of our new global brand. This meant diving deep into developing a comprehensive brand system that covered everything from refined language (voice) to precise logo usage, photography guidelines, color palettes, typography, and iconography. Once this robust system was in place, I championed its adoption through company-wide training initiatives. The goal was to empower every team member to become a brand ambassador, ensuring our evolved identity was consistently and effectively expressed across all global markets and solution offerings. It was a complex, rewarding journey to bring a unified brand vision to life!
Capax Global Branding
Mission: Developed and implemented a consistent brand identity for Capax.
Impact: Established clear brand guidelines for language, visuals, and overall use.
When Capax was ready for a brand refresh, I was thrilled to jump in! My mission was to develop, educate, and implement a consistent brand identity, ensuring everything from their shiny new logo to how they used images and spoke to their audience was perfectly aligned. Think of it as creating a complete personality profile for the company.
As the creative director, I spearheaded the rebranding project. Working closely with the design and marketing team, I immersed myself in building and managing their new branding system. This included meticulously crafting guidelines for language (voice), logo usage, photography, colors, typography, iconography, and a smart grid system. Once this comprehensive system was locked down (and looked fabulous, if I do say so myself!), I didn't just hand it over. Nope, I launched a company-wide training course. It was all about empowering every team member to understand and effectively use the new brand, transforming them into brand ambassadors!
Paylocity Brand Building
Mission: Initiated and developed a comprehensive brand guide for Paylocity from scratch.
Impact: Established clear brand consistency across all touchpoints and empowered internal teams to use it.
When I stepped into the world of Paylocity, I quickly noticed something vital was missing: a clear, consistent brand guide. So, being the proactive problem-solver I am, I took it upon myself to embark on a solo mission to create one! My goal was to develop, educate, and implement a consistent brand identity from the ground up, making sure every visual and verbal touchpoint resonated with who Paylocity truly is.
As the creative director on this rebranding adventure, I basically became a brand whisperer. I meticulously built a comprehensive branding system, laying out clear guidelines for everything from our voice (what we sound like when we talk to the world) to logo usage, photography styles, color palettes, typography, iconography, and even a nifty grid system. And here's the fun part: once the brand guide was complete, I partnered with Learning and Development to roll out a company-wide training course. This wasn't just any old presentation; I personally wrote, illustrated, and developed the entire training material. It was incredibly rewarding to see the team embrace our new brand identity and truly understand how to wield its power effectively.
Content & Campaign Creation
Digital Compass Campaign
Mission: Spearheaded an end-to-end solution marketing campaign for Hitachi Solutions' expanded cloud offerings.
Impact: Developed a new solution hierarchy that became the core of the go-to-market and long-term business strategy, reaching technical buyers.
When the Microsoft SI I was working for (Capax Global) was acquired by Hitachi Solutions America in 2018, it wasn't just a merger it was a strategic overhaul! Suddenly, we had a significantly expanded suite of cloud solutions, but Hitachi Solutions' existing go-to-market (GTM) strategy was too narrow, only speaking to business personas. My goal was to build a comprehensive GTM strategy for these complex offerings, making sure we spoke to everyone, including crucial technical buyers. Our big idea, the "Digital Compass," was a new solution hierarchy. We took 18 solution offerings and organized them into 6 clear areas of digital transformation. This involved months of deep research, understanding both business and technical pain points, and refining our messaging.
As the creative director, I led the charge. I directed the research, strategy, and creative execution, even jumping in on some of the design work. I also acted as the project manager, overseeing content writing, graphic development, campaign build-out across channels, and content syndication. It was like conducting a very energetic orchestra.
Boeing Frontiers Centennial Edition
Mission: Produced a special 100-page issue of Boeing Frontiers to celebrate Boeing's Centennial.
Impact: Coordinated global photography and illustration for a visually cohesive publication.
When Boeing hit its incredible centennial milestone, the task was clear: create a special 100-page issue of Frontiers magazine that would allow employees to celebrate this monumental achievement. This wasn't just a publication; it was a legacy piece, a visual journey through a century of innovation.
As the Art Director for this colossal publication, I had my hands full (in the best possible way!). Here's a peek behind the curtain:
I hired and directed an illustrator who brought futuristic concepts to life for both the editorial content and the show-stopping cover art. It was amazing to see their vision unfold!
Then came the truly global adventure: planning and coordinating regional and international photoshoots. This meant directing over 12 photographers across the globe to capture Boeing's present work, ensuring their diverse styles merged into one cohesive visual narrative once the essays were complete. Imagine orchestrating that many creative minds!
Finally, the grand finale: coordinating the printing and delivery logistics for a whopping 185,000 copies. This wasn't just any book; it was a 100-page, perfect-bound beauty with a 100# cover, a luxurious soft-touch finish, and elegant embossing. Seeing those boxes roll out was a huge moment!
Almost 10 years later and the magazine is now selling on eBay for $30.
Boeing Frontiers Monthly Publication
Mission: Served as Art Director and Designer for the monthly Boeing Frontiers employee publication.
Impact: Simplified the design process through extensive interaction design testing, streamlining production.
As the Art Director and Designer for the monthly Boeing Frontiers Magazine, I had the privilege of working closely with the editorial team on this vital employee publication. My goal was always to ensure that each issue was not only visually engaging but also an efficient and enjoyable read for Boeing's vast workforce.
A key part of my contribution involved improving the publication's operational efficiency. I undertook extensive interaction design testing to understand how readers engaged with the magazine and how our internal design workflows could be optimized. This allowed me to simplify the design process for Frontiers, streamlining production without compromising on quality or visual appeal. It was incredibly rewarding to refine a system that delivered a consistent, high-quality publication to employees every month.
Paylocity Analytics Campaign
Mission: Developed a social media campaign to boost engagement through the holiday season.
Impact: Curated engaging content and visuals across multiple digital platforms
The holiday season is usually a time for cozy sweaters and hot cocoa, but for this project, it was about sparking engagement! My goal was to develop a social campaign that would run from December 1st through January 1st, specifically designed to drive engagement right through the festive period. We wanted to be festive and informative.
My job was to develop the entire campaign look and feel, ensuring it flowed seamlessly across different platforms. This meant designing the visuals for our website, creating captivating social media images that would stop the scroll, and even crafting animated presentations that delivered our message with a bit of flair. I collaborated closely with a talented copywriter to curate the compelling content for the infographic component, ensuring our data was not just accurate but also visually appealing. It was a delightful challenge blending holiday cheer with sharp analytics!
User Experience (UX) and User Interface (UI)
ModuleQ Website Refresh and SEO
Mission: Led the redesign, redevelopment, and relaunch of the ModuleQ website.
Impact: Deeply integrated the site with HubSpot CMS, streamlining marketing and sales efforts.
After giving ModuleQ a fresh brand identity (which was quite the adventure!), the next logical step was to give their website a complete overhaul. My mission was to not just redesign and redevelop their digital storefront, but to relaunch it as a powerful, integrated hub that truly reflected their new, broader market focus.
As the creative and marketing director, I was at the helm of this exciting transformation. I managed our design and marketing team, steering the ship through every phase – from shaping the technical transformation strategy to building a cohesive design system and nailing down our content strategy. The real magic, though, was our decision to deeply integrate the entire site with HubSpot CMS. This wasn't just a platform choice; it was a strategic move to create a frictionless experience for our marketing and sales teams. HubSpot allowed us to streamline everything, from content management and SEO to lead nurturing and analytics, all in one robust system. It was all about making the website a powerful engine for growth, effortlessly connecting our brand with our audience, and simplifying our internal workflows. Launching this new site was incredibly rewarding, knowing we had built a digital home that was not only beautiful but also incredibly smart and efficient.
Captium IoT Interface
Mission: Designed and developed the UI/UX for Captium, the first-ever connected SaaS portal for first response vehicles and rescue tools.
Impact: Transformed complex data into actionable insights, empowering first responders with real-time equipment health status, issue alerts, and streamlined maintenance recording.
When you're a first responder, every second counts. Your gear needs to be ready, always. That's where Captium comes in: the first-ever connected platform specifically designed for those critical rescue tools and emergency vehicles. My goal was to build the UI/UX for this groundbreaking portal, making sure that vital information was not just present, but immediately actionable for folks operating in high-pressure situations. This wasn't about pretty dashboards; it was about transforming complex data, from vehicle diagnostics to rescue tool performance, into clear, concise, and incredibly intuitive insights.
My role was to architect an interface that would keep users informed, alert them to critical issues needing resolution, and simplify the tedious but essential task of recording maintenance activity. I focused on creating a seamless and efficient experience. The goal was to provide instant clarity on equipment health, ensuring that when the next emergency strikes, every tool and vehicle is ready to roll.
Hitachi Solutions Website
Mission: Led the complete redesign, redevelopment, and global relaunch of Hitachi Solutions' primary website.
Impact: Significantly enhanced digital experience and achieved a 70% cost saving by building the site internally.
When I first rolled up my sleeves, the Hitachi Solutions website was... well, let's just say it had potential. My mission? To not just redesign, but to completely rethink, rebuild, and relaunch their global digital home. It was a massive undertaking, like orchestrating a symphony where every note had to be perfect across continents.
As the Director of Brand and Marketing Strategy, I was at the helm of this exciting transformation. I charted the course for everything from the technical transformation strategy (think behind-the-scenes magic that makes everything tick) to crafting a brand-new design system and a killer content strategy. The coolest part? We tackled this beast entirely in-house. That's right, we saved the company a whopping 70% of what it would have cost to go through an agency – talk about a win-win! We launched this bad boy globally in March 2020, and seeing it go live was like watching a rocket blast off. Pure satisfaction!
Unigroup Infographics
Ever looked at a spreadsheet full of numbers and wished it could just... tell you a story? That's precisely what I set out to do for Unigroup. My goal was to simplify their extensive data points, transforming them into clear, digestible, and engaging visual information graphics.
My key responsibility was to bring order to the numbers. I started by creating a smart content hierarchy system, essentially deciphering sheets of raw data points and determining what was most important for our audience to know. From those organized data points, I then designed and built an interactive infographic that beautifully presented both their national and international statistics.
JLL Skyline Review
JLL had a fascinating challenge: create a system for seven major cities that would allow for both a printed brochure and an interactive mobile application, all branded consistently across each unique location.
I took the lead on developing the application and graphics for all locations. This wasn't just about applying a logo; it involved illustrating complex information as buildings, effectively creating miniature cityscapes within the designs. One of my favorite parts was creating custom sketched illustrations for the covers of each book, giving each city's publication a unique, artistic touch while maintaining overall brand unity.
Hitachi App
When Hitachi wanted to give users an immersive way to explore the Echelon Oval, they tasked us with creating an interactive iPad application. My goal was to make a complex 3D model feel tangible and exciting through a user-friendly digital experience.
Working with a nimble team, my focus was squarely on the visual and interactive elements. I meticulously designed the User Interface (UI), ensuring every button, menu, and navigation path was intuitive and easy to use. I also crafted all the application graphics, making sure they were crisp, clean, and perfectly complemented the sophistication of the 3D model.
TATA Booth Oracle OpenWorld
Oracle OpenWorld is a huge stage, and TATA needed their booth to not just stand out, but to powerfully convey their brand themes of speed, agility, and moving forward. My goal was to utilize the existing TATA brand, but elevate it to create an incredibly consistent and impactful presence within their booth space.
As the Production Designer, my focus was on meticulous execution once the core brand direction was established. This meant I was the one getting into the weeds, building out all the intricate graphic components that brought the booth to life. I also played a key role in finessing the user experience within the booth itself, ensuring that visitors had a smooth and engaging journey. I handled all the printed collateral, making sure every brochure and handout perfectly matched the vibrant energy of the booth.
BCBS Employee Event
When Blue Cross Blue Shield of Illinois needed to brand an upcoming employee event, my task was clear: create a cohesive and exciting look and feel that would get everyone hyped! The goal was to develop a branding system that felt distinctly "BCBS" while also being fresh and engaging for the event.
I worked with a small but mighty team to craft the perfect look and feel. Once that core brand was established and approved, I dove deep into building out all the necessary graphics. This included everything from designing polished presentation templates that made our speakers shine, to creating all the vibrant printed materials that attendees would interact with, and even meticulous photo editing to ensure every image was perfect. It was a project all about consistency and creating an immersive experience for every attendee!
Paylocity Booth SHRM
Imagine a massive event, thousands of attendees, and your mission: make Paylocity's booth the place to be. That was my exciting challenge for the Annual SHRM event! My goal was to create an immersive, eye-catching experience that truly showcased the Paylocity brand.
I had full creative direction over the environmental design of the booth, which meant every element, from the layout to the signage, had to sing. I personally crafted all the graphics for the booth, ensuring they were vibrant, on-brand, and impossible to ignore. Once our core branding system was firmly established, I made sure it permeated everything. This included pulling it through the pre-event social media campaign, designing irresistible event swag, and meticulously applying it to all the printed collateral.