BRAND IDENTITY:
Different by design

All strong brands are start with a foundation of logo, colors, imagery, icons, layouts, and photography — a unique visual language that set them apart from their competition. This DNA shapes every other brand touchpoint, from marketing, content, events, social media, and even in-person interactions with members of the team. Brand identity isn’t just a pretty face; it’s the cornerstone of it all.

But brand identities shouldn’t be immovable — they should flex and evolve as consumer preferences, markets, categories, technology, and trends change in unpredictable ways. The sweet spot is to balance consistency with flexibility, ensuring your brand not only stands out today but is always innovating to stay ahead tomorrow.

MY ROLE

Brand strategy + positioning

Competitive analysis + market differentiation

Defining brand attributes + personality

Tone of voice + writing style

Logo + wordmark design

Color systems + typography

Iconography + illustration

Brand guidelines + governance

Photography + visual direction

Scalable design systems

Identity evolution + refresh strategy

Degreed Brand Refresh

With the age of AI upon us, Degreed needed to add a technical edge to its brand perception in order to appeal to our newly defined ideal customer profile who is no longer just an HR/L&D practitioner/buyer. Keeping all the core elements from the 2020 rebrand like logo, color palette, and fonts, we re-concepted Degreed’s entire visual identity away from the warm and friendly HR brand that it was and introduced new elements such as layered textures, photo collages, and geometric icons. We introduced unexpected layouts and bigger,bolder typography. The result? A brand that still feels unmistakably Degreed but now carries a sharper, more technical edge—one that speaks to the future of skills, AI, and the evolving world of work.

Impact
Higher engagement across digital channels
Stronger connection with tech-forward buyers & ICP
Strong visual identity that stands out in a crowded market

Degreed Rebrand

Degreed had grown up—our brand needed to as well. After eight years of building, evolving, and scaling, it was time for a refresh that could keep up. Our new identity refined what made us recognizable—our iconic glasses, bold voice, and signature blue—while improving clarity, usability, and scalability across platforms. We didn’t start from scratch; we built on the foundation we’d already established, evolving our look to better reflect the company we are today. It’s the same Degreed you know—just sharper, clearer, and ready for what’s next.

We also needed to warm up our color palette, make our imagery more approachable, and overall, position Degreed as an HR SaaS tool, rather than a scrappy start-up that was still finding it’s market fit. We introduced a gold and salmon to compliment the Degreed blue and we added a library of charming custom illustrations to something something.

A huge part of this was communicating the coming rebrand, navigating stakeholder input, and then planning the rollout across every channel and existing asset, including website, sales materials, event booth design, and every other marketing touchpoint.

Impact
$1.5M in earned media
Increased brand awareness and recognition
12% increase in website traffic
Brand consistency at scale
Improved usability and accessability
Internal adoption & alignment
Postive client and partner reception y

Awards
Best Color Palette: Brand New Awards
Best Illustrations: Brand New Awards
Best Brand Intro Video: Brand New Awards
Best Photography: Brand New Awards
AIGA 100 : Brand Illustration

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Birch CBD

Birch offers a rugged approach to wellness featuring CBD products rich with wild Alaskan ingredients like birch chaga, birch syrup, honey, and antioxidant rich berries. All offered in the form of delicious tinctures or convenient honey sticks/jars, and more. Plus Alaskan Salmon Oil CBD for your pets. I created a brand identity that felt modern and clean but still intrinsically Alaskan with bold typography inspired by Alaskan newsprint, a muted color palette pulled straight from the Alaskan wilderness, and a brand voice that reflects the independent Alaskan spirit.

Impact
4,500

Drift

Drift hasn’t always been the beautiful and something something brand it is today. The founders came to us with a different brand name (GentScents) and entirely different target audience (male car owners). I helped them reposition their audience (all car owners, not just dudes) and rename their brand, while also redesigning their physical product line, packaging, and all marketing materials. I built them a brand that has revolutionized the car fragrance industry.

Impact
4M car fresheners on the road
100K monthly subscribers
Acquired by Scentbird
Sold in Target

Smol

Smol’s founders had a name (Whimsy) and an idea: beautiful bounce houses in colors that would please the most bright color-averse Instagram mom. That big idea needed a better name, a pleasing identity, clever copy and some beautiful products designed. So I went to work and something Smol was born.

Impact
AIGA 100: Brand Identity
AIGA 100: Product Design
Sold at Target Pottery Barn, West Elm, Crate & Barrel