Product Visual Identity
Product design has been central to my work within Edelman's data and analytics division. I have led the conceptualization, design, and strategic oversight of eight tools and solutions, each with a distinct identity aligned with Edelman's evolving brand. The projects below span 2017 to 2024, reflecting how product design evolved alongside concurrent brand and industry evolutions.
Swipe: Behavioral Content Testing
Inspired by dating apps and the Edelman Intelligence logo, Swipe is a behavioral content testing tool built around a bold, engaging visual identity. I owned the full creative process, from initial concept and pitch through execution across digital, print, and video. This was my first end-to-end ownership of a product's visual identity, and it set the foundation for my later work in brand leadership.
2017
Behavioural Science
The Behavioural Science offering was built around the metaphor of chess, evoking strategy, cognition, and decision-making, with a visual identity drawn from chessboard patterns. I led creative direction from concept through final execution. The example below is from the ideation phase, where I introduced inspiration drawn from The Queen’s Gambit (which I had watched that year) to visually frame the product’s design evolution.
2020
Lob: Direct Mail Platform
Commissioned by Lob, a direct mail marketing platform, I designed and refined prototypes for a new product offering, picking up Figma in real-time to meet project demands. Working closely with their marketing team, I helped develop a user-centric interface aligned with their brand and integrated into their direct mail infrastructure.
2021
Edelman Trust Management Platform
The Edelman Trust Management Platform required merging the refreshed Edelman and DXI brands into a cohesive product identity, one that honored the heritage of the Edelman Trust Barometer while feeling distinct and future-facing. I led end-to-end visual identity development, from strategic ideation through presenting executions to stakeholders, ensuring the brand translated across digital and print, as well as internal and external audiences.
2022
Trust Stream is an always-on platform, built on Edelman's trust expertise and proprietary machine learning, designed to help leaders and brands build and sustain trust. I led the research, ideation, and redesign of the platform's visual identity and UX, aligning it with Edelman's latest brand while elevating its go-to-market presence and sharpening key deliverables like the client report card.
2024