Six engagements across financial services, consumer products, entertainment, and emerging media. Each one a different context—the same discipline throughout.
Finance should be transformational, not transactional.
Synchrony is one of the largest consumer financial services companies in the United States. I led the brand function during a period of major growth—defining the brand architecture, building the governance system, and setting the creative standards that partners, agencies, and internal teams used to put the brand in market. This is the longest-running and most complex brand system I have built.
Defined brand meaning and created a participatory storytelling system for a premium baby carrier brand—connecting product utility to emotional resonance with parents.
Developed Con Away from Con, a real-time fan experience for audiences who could not attend Comic-Con in person—bringing the energy of the convention to a global audience.
Created name, brand strategy, and full identity for an ASL-first cultural streaming platform—a ground-up brand build serving an underrepresented community.