Enterprise Communications Conference Brand Refresh
Associate Creative Director at InformaTech
As part of the in-house creative services team, I oversaw this brand’s refresh cycle, a complete overhaul of the brand’s look and feel every 2–3 years that has to hold up across dozens of touchpoints. The challenge isn’t just designing a new identity; it’s designing one that’s durable enough to stay consistent across every channel and team—in-person and online events, paid digital campaigns, and the full range of sales and marketing materials.
The concepting phase was highly collaborative — myself, peer ACDs, Art Directors, and freelancers all developed directions in parallel before presenting to the client. Once a concept was chosen, I took ownership of the next phase: refining the artwork into a finished brand package, which included the brand guide and visual design system that would govern how the artwork got applied across every future asset.
Skills demonstrated: concept development, art direction, brand identity design, design systems, brand guideline development, cross-team collaboration at scale
A selection of pages from the finished brand guide — the design system that governed how the new look and feel got applied across every future asset.
My take on the concept. Not the one the client chose, but a good reminder that the best outcome usually comes from picking the strongest idea in the room, not just defending your own.
