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Unifying a Brand from the Inside Out
When you’re an association with 60,000+ members and dozens of internal teams, creating a unified brand isn’t just a design project—it’s a communication strategy.
The Challenge
Across marketing, membership, education, advocacy, and product teams, each group was speaking in slightly different voices. The result? A fragmented experience for both members and staff. There was a clear opportunity to build something better.
The Strategy
I led the development of the organization’s first-ever brand identity—overseeing the creation of a new logo, visual system, and design standards that brought cohesion across all channels. The entire system was grounded in accessibility, from color palette selection to font choices, ensuring the brand could be used consistently and inclusively across digital and print platforms.
To support adoption, I created practical tools that helped teams bring the brand to life—branded PowerPoint decks, Word templates, report covers, marketing slides for membership and advocacy, Zoom backgrounds, and an internal visual playbook. I also led the rollout across departments, helping teams understand not just what the brand looked like, but how to use it.
The Impact
The result? A clearer, more connected brand presence—and a system that helped teams communicate with consistency, confidence, and purpose.
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