The Work
Unifying more than fifteen legacy brands into one required far more than a new logo. It required leadership, training and advocacy to help people understand not just what was changing, but why it mattered. This work focused on building trust, aligning teams and giving leaders the language and tools needed to carry the brand forward together.
Establishing new visual and voice standards required a thoughtful, researched approach and close attention to detail. The goal was accuracy and consistency across diverse markets, audiences and use cases. The standards needed to be clear enough to guide teams, flexible enough to scale and grounded enough to represent the brand with integrity everywhere it showed up.
Transforming more than 120,000 assets required disciplined evaluation and strong leadership. Not everything needed to carry forward. This phase focused on deciding what to convert, what to retire and how to prioritize the work without disrupting the business. Building and leading a 35-person team through this effort required energy, precision and a shared sense of responsibility.
The Lighthouse
The new corporate headquarters required sustainable brand decisions and close collaboration across design, construction, technology and environmental teams. The goal was not to decorate the building, but to create an environment where the brand felt intentional, human and future-focused. This work brought the brand to life through space, materials and state-of-the-art technology.
TruStage
Arizona Public Service
Arizona Public Service
Branding that belongs.
Branding works best when it feels natural in its environment. I focus on showing what good looks like in real spaces and real moments rather than applying logos and color blocks everywhere.
Arizona Public Service
Arizona Public Service
Arizona Public Service
A promise we can trust.
Every strong organization needs a unifying idea that people can feel and act on. I help define and embed that principle so it shows up consistently in language, behavior and decision-making.
Banner Health
Arizona Public Service
Banner Health
Leadership with care.
Leaders shape culture through what they say and how they show up. I work closely with executives to develop messaging platforms and communication rhythms that build trust and connection.