BRANDING & IDENTITY

Rapid international growth, driven by acquisitions, made creating a consistent brand people could emotionally connect with challenging to say the least. But for NI, this journey to defining its brand identity has played a crucial role in the brand’s success. Driven by constant change, the NI brand team had to reduce complexity to continue on its spectacular growth journey. NI needed a central hub that provided consistency, accessibility, scalability, and flexibility. With such a foundation, brand builders around the world could focus on collaborating, being creative, and staying culturally relevant for their customers. I led this transformative project to build the global brand guidelines portal using Frontify software. I was hired to build this project as a contract employee, upon completion I was asked to come on board full-time with the GCG Global Creative Group.

My Role : Senior Designer

Year : 2020-2023

I was tasked with developing and refining the Blondie brand’s visual identity to engage a modern audience while maintaining its rich, nostalgic heritage. My goal was to create cohesive branding across multiple platforms, including social media, merchandise, and promotional materials. Key Responsibilities: Brand Strategy & Development: Conducted an in-depth analysis of the Blondie brand, identifying key elements that resonate with its long-time fans while exploring new opportunities for reaching younger audiences. Logo & Visual Elements: Refreshed the existing brand assets, including logo, typography, and color palette, ensuring brand consistency while keeping the iconic Blondie look intact. Social Media Presence: Led the design and creative direction for Blondie’s Instagram, growing the follower base from 4,000 to over 23,500 in one year through targeted branding and strategic design. Developed eye-catching visuals, including character illustrations and promotional content. Merchandise Design: Created a line of branded merchandise that aligned with the comic strip’s personality and legacy, balancing playful and vintage aesthetics. Event & Marketing Collateral: Designed promotional materials for events, social campaigns, and collaborations, ensuring brand consistency across all touchpoints. This project not only modernized the Blondie brand but also created a strong, recognizable identity that appeals to both existing fans and new audiences.

My Role : Art Director

Year : 2021

In the branding project below for Link Dental Ventures below, I spearheaded the development of their logo, visual identity, website design, and various other materials. I conceptualized and designed a versatile logo, created a cohesive visual identity with consistent color schemes and typography, and established brand guidelines. My role also involved designing marketing materials, digital assets, and packaging, ensuring a professional brand presence across all platforms. Collaborating closely with the client and cross-functional teams, I managed project timelines and budgets, ensuring the brand identity effectively resonated with the target audience and stood out in the competitive dental industry.

My Role : Art Director

Year : 2021

Branding-Identity