Branding & Visual Identity
Develop modern, authentic identities for new and evolving organizations—shaping visual systems, naming, messaging and voice. Lead the full process from research and creative direction through brand guidelines and rollout across every touchpoint.
National Eczema Association Visual Identity
Directed NEA’s 2020 brand modernization, clarifying visual architecture and evolving the identity system in partnership with external designer Chris Inclenrock.
In 2025, led a refresh with internal designer Sam DeWys that expanded the palette to reflect diverse skin tones and introduced macro skin photography and custom illustrated patterns — “branded textures” that connect the visual system directly to lived experience.
The result is a cohesive, distinctive identity that balances clinical credibility with human authenticity.
Side by Side Brand Identity
Led the renaming and strategic repositioning of a 123-year-old youth services organization, evolving it from “Sunny Hills Services” into Side by Side — a name that reflects a non-hierarchical, trauma-informed philosophy of care.
Developed the positioning and messaging framework to emphasize partnership, dignity and process over rescue narratives. In collaboration with designer Chris Inclenrock, directed a full visual identity overhaul and commissioned documentary-style photography to capture the authentic stories behind the work.
The result was a unified, contemporary brand aligned with the organization’s expanded services and regional reach.
Bay Area Discovery Museum Visual Identity
Led the Museum’s 25th anniversary brand update, evolving the identity to reflect a more research-driven, growth-oriented institution while maintaining its playful spirit. In collaboration with designer Chris Inclenrock, developed a modern linear-block aesthetic representing creativity as the foundation of children’s development.
The refreshed system balanced rigor and imagination through clean geometry and a vibrant, primary-inspired palette that preserved warmth and accessibility for families.