Branding

I help businesses define and express their identity through cohesive visual systems. My branding work covers logos, color palettes, typography and complete brand guidelines that create a consistent experience across digital and print. Below are a few examples of branding projects I’ve worked on:

Consulting Firm

Board to Board LLC needed a full brand foundation and scalable website. I led the end-to-end brand and Webflow development, including the brand system and complete site build. The challenge included an undefined visual identity, limited Wix platform capabilities, need for a premium digital presence and unclear information architecture and messaging flow. I addressed these with the new Webflow solution for greater design flexibility, performance and scalability.

solution

I built a full brand and website foundation, creating the logo, brand guide and wireframes. High-fidelity layouts reflected the new identity, and I developed the Webflow site with responsive design, interactions, a scalable CMS and analytics setup including GSC, GA4 and Looker Studio to set the client up for success.

Measurable Impact

The brand repositioning delivered immediate market validation:

Faster design and development with Webflow
Consistent branding across digital touchpoints
Enhanced visual credibility and market alignment
Simplified content management for ongoing updates
Analytics set up with GSC, GA4, and Looker Studio for actionable insights

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Retail

‍CAP Barbell faced critical brand alignment issues that were limiting market reach and undermining consumer trust. Fragmented internal communication between sales and product teams created inconsistent messaging across touchpoints, while an outdated visual identity failed to resonate with evolving fitness market demographics.

solution

I led a full brand evolution, transforming a niche, intimidating identity into an approachable, inclusive fitness brand. This included restructuring visual systems, messaging and digital experiences, using refined color palettes, balanced typography and imagery that celebrates diverse fitness journeys to appeal to the broader wellness market while maintaining product credibility.

Measurable Impact

The brand repositioning delivered immediate market validation:

35% increase in B2C sales across yoga equipment, kettlebells and fitness accessories
Enhanced brand consistency across all customer touch points
Improved consumer trust and product legitimacy
Expanded market reach beyond traditional weightlifting demographics

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Blockchain

CHALLENGE

The multi-state blockchain association coalition aimed to advance equitable technology development and community empowerment. The challenge was to create a credible and authoritative brand identity that could clearly communicate complex blockchain policy positions while building trust among government officials, industry leaders and community stakeholders across multiple jurisdictions.

Solution

Working directly with C-suite leadership, I led the full brand development from conceptual framework through market launch. I developed a multi-channel launch strategy including web presence, stakeholder communications and digital engagement, and designed integrated communication systems such as executive briefing materials, social media campaigns and stakeholder engagement tools to reinforce the coalition's authority and advance policy objectives.

Strategic Impact

Industry Positioning

Successfully established the coalition as a credible voice in blockchain policy discussions, creating a unified brand presence that effectively represents multi-state interests and diverse stakeholder perspectives.

Stakeholder Alignment

Achieved cohesive brand communication across complex stakeholder ecosystem, demonstrating ability to distill sophisticated policy positions into compelling, accessible brand narratives that drive engagement and support coalition objectives.