For over a decade I’ve helped build brand platforms and visual identity systems internally. It’s very different from working on the agency side. Being on the ground, I have the privilege to see what works and what doesn’t on a daily basis. I’ve also gained a lot of experience making business cases for using design as an approach to solving real problems. Overall it has made me a more strategic and thoughtful design professional.

Here are some examples of how I problem solve with design.

For the last several years I’ve helped build brand platforms and visual identity systems internally. It’s a very different environment and experience from working on the agency side. You’re there on ground and have the privilege to see what works and what doesn’t on a daily basis. You also gain a lot of experience making business cases for design as an approach to solving real problems. Overall it has made me a more strategic and thoughtful design professional.

Here are some examples of the how I problem solve with design.

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Showing We Care

Objective

To develop unique lead-up communications at events that demonstrate brand values and company personality in an engaging and memorable way. Show, don’t tell.

Solution

A routine, pre-event mailer is transformed into a simple and useful tool that is highly pertinent to time and place. A fun map with recommendations for handy and exciting local places near the event venue demonstrates all the brand experience principles: shows we care, smooths the way, and expands horizons.