Branding

Corporate Clients | 2007 – Present


I’ve had the privilege of working with several well-known brands. I take my job of establishing and promoting those brands very seriously. In a highly saturated market, increasing brand recognition is my ultimate goal. Through my design, I have helped elevate brands like Scripps Health, Mission Federal Credit Union, MedStar, AMN Healthcare and Sempra. I have helped corporate organizations define, solidify, and transition their brand standards. Internally, I act as a brand ambassador and champion to clarify brand-wide standards for team members and vendors alike. I help brands expand those guidelines by showcasing creative solutions that enhance and reinforce their strength in the marketplace. 






















Case Study: Sempra Rebrand

Rebranding during a global pandemic


Sempra is a Fortune 500 parent company to a handful of utility and energy infrastructure businesses. In January 2020 were tasked with exploring what a brand refresh could look like for the organization. I participated in the RFP process, and helped coordinate contract negotiations. This process began at the start of Covid-19, I was the lead liaison for the multi-year Sempra rebrand project and required simultaneous management and coordination between internal stakeholders, external vendors, and working directly with a creative agency.




Brand Guidelines
I partnered with a creative agency to develop a comprehensive brand guideline and training materials. These materials were meant to empower internal stakeholders, and transform them into brand ambassadors. I also ensured that these brand changes were shared with external vendors to limit gaps during the transition. I developed tools, like cloud library access, to be shared with teams both internally and externally as applicable.
 



BRAND ACTIVATION 
Externally we launched a brand recognition campaign that featured: environmental signage, paid ad campaigns, Annual Report visuals, and website redesign. Internally, we built anticipation around the reveal and release of the refreshed brand elements; encouraging employee engagement and excitement. I redesigned the intranet homepage to comply with our new standards, and created launch campaign assets that were shared both internally and externally on social media. We launched an internal brand microsite to answer employee queries, and ran a brand recognition campaign aimed to energize and educate staff on the new brand.





PHOTOGRAPHY
Another component of brand activation was leadership photography. I acted as project manager and art director; I was responsible for coordinating schedules, hiring staff, scouting/selecting locations, and served as the liaison for all leadership. I also identified employee collaborative “models”, and partnered with facilities and security to ensure the correct processes and procedures were adhered to. On-set, I acted as creative director, working in tandem with our photographer to ensure each leaders needs were met and we produced a quality product. I also processed the draft images, developed review decks, and created a custom website for leadership feedback. I coordinated retouching as needed and rolled out all final assets to our website, as well as internal resources repositories (Sharepoint, Webdam).  The final product was contemporary, impactful, and visually exciting.



EVOLUTION & EXPANSION 
Over two years later, the rebrand work continues. I continue to advance the brand by expanding and developing strategies that leverage the core work done during re-brand activation. I help elevate the Sempra brand by affirming our brand presence in digital and physical environments. Ensuring external stakeholders have a sense of brand recognition, and internal stakeholders have a sense of pride no matter the application. I develop impactful creative that aligns to our brand standards, and create unique and memorable touch points that help elevate Sempra as a leader within our industry and the communities we serve. 
 


EMPLOYEE RESOURCE GROUP FRAMEWORK 
In 2024 Sempra hosted The Conference Board’s Corporate Brand Strategy meeting, and I was honored to lead a session. “Freedom Within a Framework: Creating an Employee Resource Group Visual System” covered the importance of building brand cohesion and the holistic approach that lead to the development of a robust ERG strategy (nomenclature, visual system and guideline standards).



NEW YORK STOCK EXCHANGE TAKEOVER
In 2023 Sempra celebrated 25 years of innovation, growth, service and the deliver of safe, reliable energy to millions of consumers every day. To commemorate the anniversary, we took over the New York Stock Exchange. The branded takeover included: a Times Square billboard, Silicon Valley billboard, digital signage/screens throughout the building (in every conference room and floor), media cube displays on the trading room floor, custom merchandise for the bankers conference, and physical signage adorning the outer facade of 11 Wall Street. The bell podium screen served as a dynamic backdrop for the executive leadership that attended the bell ringing ceremony.





Marker

Branded Event Activations

Various Clients, 2007 – Present

Creating collateral for special occasions is always thrilling; you set the tone visually with the Save The Date, and each successive design should continue to compliment the next one after it. I’ve created pieces for corporate centennial celebrations, weddings, multi-day conferences, and a star-studded charity concert. It’s important that the theme is clear, unique, and fresh. Whether I’m creating a gold embossed napkin or a logomark that will be projected on the side of a 5-star hotel, I strive to make each event design exceptional and memorable.


Healthcare Workforce Forum: Die-Cut Program 
November 2017



Healthcare Workforce Forum: Die-Cut Program
November 2017



Healthcare Workforce Forum: Speakeasy Theme Night
November 2017



Healthcare Workforce Forum: Speakeasy Theme Night
November 2017


Healthcare Workforce Forum: Speakeasy Theme Night Gobo 
November 2017


Healthcare Workforce Forum: Stage Graphics 
November 2017


Healthcare Workforce Forum: Stage Graphics 
November 2017



Healthcare Workforce Forum: Email Graphics 
November 2017



Healthcare Workforce Forum: Mobile App Splash Page
November 2017


Scipps Health: Legacy Centennial Celebration
May 2012



Healthcare Workforce Forum: Die-Cut Program
November 2017


Healthcare Workforce Forum: Meal Signage 
November 2017


Healthcare Workforce Forum: Signage 
November 2017

Healthcare Workforce Forum: Signage 
November 2017

Healthcare Workforce Forum: 5k Fun Run Signage 
October 2016



Healthcare Workforce Forum: 5k Fun Run Map 
October 2016

Healthcare Workforce Forum: Theme Night - Taste of San Diego 
October 2016

Scripps Health: Charity Concert for Cancer 
June 2013



Billboards & Vehicle Wraps

Mission Federal Credit Union


During my time at Mission Federal Credit Union, I worked on developing and enhancing their outdoor and mobile advertising campaigns. Outdoor advertising is a unique challenge; you have a massive canvas with the potential of reaching thousands of customers very quickly. Your message has to be concise and smart. Brand recognition is key; the logo mark must be clear and coordinating message appropriate. I alternated designs seasonally: one established the brand and featured elements unique to Mission Fed, and the second design series helped infuse diversity and inclusion into their campaigns. I am very proud of the work I did on these campaigns, whether it was a bus, billboard, van, or mobile shelter. It was always satisfying to know how widespread, well-received, and successful my Mission Federal Credit Union advertising campaigns were.






Invitations & Cards

Various Clients, 2007 – Present


Elegant, unique, fun, funky, exciting, and professional; these are all parameters I have been given while creating invitations and cards. I have designed corporate holiday cards for several organizations, which require you to solve for a unique problem: how do you celebrate the holidays while remaining non-denominational, and convey winter when December doesn’t necessarily mean snow on the West Coast? I have continued to find creative design solutions that solve for this interesting conundrum. I have created invitations for multi-day programs, corporate events, and milestone personal events, including weddings, graduations, and anniversaries. I really get to stretch my creative muscles during these projects, and take great joy in customizing and personalizing each and every design.