Six engagements across entertainment, financial services, consumer products, and emerging media. Each one has a different context, but the same discipline throughout.
From Location-Bound Event to Scalable Participation
Comic-Con is one of the most concentrated fan experiences in media. Its power comes from presence. And unfortunately, so do the lines, the crowds, and the mild dehydration.
Presence is what makes it special. It is also what makes it impossible to scale.
I helped reframe the experience from a physical event into a participatory brand system. Rather than just live-streaming panels, cosplay, and other festivities, we extended the meaning of the event into a scalable model that preserved its energy, connection, and narrative continuity beyond San Diego..
Ergobaby had loyal customers and strong product belief. What it lacked was a brand architecture that could translate that conviction into scalable growth. I built a brand platform that unified product, voice, and community. Then I structured the tools and standards that allowed internal teams and advocates to carry the story forward without diluting it.
VSYN+ began with a business idea, not a brand. The concept was clear: a streaming platform centered on the ASL community. What did not exist was positioning, identity, or cultural authority. I developed the name, brand architecture, and identity system to establish credibility within Deaf culture while remaining legible to a broader audience. The platform had to be authored from within, yet expandable beyond its origin. The brand became the bridge.
Formerly CBI Group, the company operated as a workplace design and contract interiors provider. What it lacked was a brand narrative that reflected how it actually worked: culture first, space second. I led the full rebrand, including naming, positioning, and identity. The new name, CultureSpace, reframed the business around its core belief that workplace environments shape organizational culture. The brand gave the company a clearer point of view and a stronger platform for growth.
Hy Cite is a direct selling giant built on six decades of fierce distributor loyalty. The business possessed immense scale and deep relationships, yet a dated corporate identity completely obscured that emotional power. I repositioned the company to draw immediate credibility from its flagship products and its thriving community. The new visual system and strategic foundation removed the friction of an outdated legacy. This allowed the brand to project modern category leadership and instant trust the moment a partner or consumer interacted with it.
Synchrony had scale, systems, and institutional credibility. What it lacked was a unifying brand platform that could translate infrastructure into meaning.
I built the brand strategy, operating processes, and governance standards that allowed brand to function as an enterprise discipline. The work ensured consistency across business units while giving leadership a framework to evolve without fragmentation