Branding

I approach brand identity as a finely cultivated ecosystem, where every element is considered, intentional, and designed to endure. From the first spark of an idea to the careful refinement that gives a brand its clarity and character, I shape identities that feel elevated, coherent, and unmistakably alive. And yes, typography matters deeply. I led the strategic development of brand guidelines, translating audience insight into a refined framework that guided creative execution and supported campaign success. I also directed creative teams to ensure every expression of the brand remained consistent, elevated, and true to its identity.

The art of storytelling is central to everything I do. A brand must not only look distinctive—it must tell a story that resonates, connects, and drives measurable results. I founded and launched the global Forsta brand identity, including brand guidelines and international rollout to 100+ countries, establishing a cohesive narrative and visual storytelling across the enterprise. I directed rebranding for Press Ganey and RioSEO, contributing to a $29M net sales increase in Q3 2023, including 19% gross sales growth for Press Ganey and 32% growth for Forsta. I also led the development and launch of 5 brand identities (CGS Group, BlueCherry, CGS Nexus, CGS Immersive, Cicero) within one year, securing adoption across teams in 50+ countries to ensure consistent visual and messaging standards.