Culture Partners

Building a System for a Brand Trans–formation

MY ROLE:

Associate Creative Director

Year

2021–2022

CONTEXT

As Associate Creative Director, I was tasked with leading the creative direction and execution for a comprehensive company rebrand. The challenge was to not only redefine
the company’s visual identity but also to build a sustainable and scalable design system that would empower a small team to produce high-impact work efficiently. I took full ownership of this challenge, collaborating closely with an outside agency on the renaming and full re-brand while simultaneously building a new design system from the ground up.

STRATEGY

My strategy was centered on a “systems-first” approach.
By building a robust visual foundation, I could ensure brand continuity and
long-term efficiency through strategic system assets.

• Visual Identity as a System, where I focused on creating a new, highly flexible,
shape-based design system that would cohesively support the digital-forward rebrand.

• User-Centered Design, where I developed user personas and tailored a web
customer journey to ensure the new website and email campaigns were optimized for
the end-user experience.

• Data-Informed Campaigns, where I created a framework of modular email, webinar landing pages, and case study web templates that enabled the marketing team to quickly
A/B test and gather valuable metrics.

SOLUTION

The strategic rebrand and implementation of a new design system led to immediate,
quantifiable business growth across all digital channels. This project demonstrates my
ability to not only lead a creative vision but also to build the foundational systems that
allow a brand to scale, empower a lean team, and drive measurable business results.

Concept to UI production, leading the outside Front-end team through to launch.

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