Brand Identity
During my time at Edelman, I led four rebrands of the global data and analytics group; each one balancing alignment with Edelman's broader positioning while carving out a distinct identity tied to company mission and market trends. Working closely with key stakeholders, I drove strategy, development, and execution from start to finish.Edelman Intelligence
The launch of Edelman Intelligence centered on a newly designed propeller logo: a symbol bridging the firm's heritage with a modern, data-driven future. I led the creation of core brand materials including positioning assets, design templates, signage, and print collateral, alongside digital campaigns focused on engagement and conversion. For the website, I directed a freelance development team across design, strategy, prototyping, and UX, while also contributing hands-on to the graphic work.
2017
Edelman DXI
When executive leadership restructured the group, I directed our global rebrand to Edelman Data & Intelligence (DXI). Collaborating with a creative team in South Africa, I designed a new logo and independently built out comprehensive brand guidelines, covering both design and narrative, to anchor the strategic framework. Post-launch, I led training sessions for 400+ employees worldwide to drive internal adoption, and developed digital-first campaigns to amplify the new identity externally.
2021
Edelman DXI Refresh
Starting in 2023, I piloted a new design direction for DXI, one that harmonized with Edelman's updated visual identity while preserving DXI's distinct presence. By 2024, I led end-to-end execution of the full refresh, delivering a new logo system, visual identity guidelines, templates, and executive materials. To drive adoption, I developed and facilitated a 12-session training series, alongside branded swag, wallpapers, and other materials.
2024
