Six engagements across financial services, consumer products, entertainment, and emerging media. Each one a different context—the same discipline throughout.
When identity is clear, scale strengthens relevance rather than weakening it.
Comic-Con is an annual, high-density fan event held in San Diego, California. While attendance is limited to those who can be there in person, simply replicating the event in real time preserves format, not meaning.
Defined brand meaning and created a participatory storytelling system for a premium baby carrier brand—connecting product utility to emotional resonance with parents.
Created name, brand strategy, and full identity for an ASL-first cultural streaming platform—a ground-up brand build serving an underrepresented community.
CBI Group was a forty-year-old, family-founded workplace interiors company operating nationally with more than 120 employees, four showrooms, and a central distribution hub. By every operational measure, it was established and stable. The brand, however, no longer reflected the business it had become.
Hy Cite Enterprises had been in business for over sixty years. More than $500 million in annual revenue. 2.8 million customers across twenty countries. An 80% first-year distributor retention rate in an industry where most companies lose people fast.
None of that was the story anyone knew.
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.