Mat Lien
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Branding that Belongs

Business Transformation

TruStage was entering a defining season of change. Alongside a major brand transformation, the organization was navigating a CEO transition and the design, construction and launch of a new corporate headquarters. 


At the same time, the brand needed to honor its deep roots in the credit union space while positioning itself as a forward-thinking investment and technology firm built for the future.

Not just an art project

This was not a cosmetic refresh. It was an enterprise-wide shift driven by a brand story requiring sound leadership, efficient and clear operations, to ensure the success of how the organization showed up internally and externally.

The Challenge

  • Transitioning from a complex B2B2C structure with 16 legacy brands to a unified, consumer-facing identity
  • Managing brand continuity and confidence through a CEO change
  • Designing and branding a new corporate headquarters from the ground up
  • Operating in a highly regulated financial and insurance environment
  • Updating a massive volume of assets without disrupting the business


The work required steady leadership and careful coordination. Every decision had ripple effects across teams, customers, and partners.

My Role

As Corporate Brand Creative Director, I was responsible for overseeing the development and stewardship of the TruStage brand during this period of change.


My responsibilities included:

  • Leading brand expression and creative direction across the enterprise
  • Developing and governing visual and voice standards
  • Advocating for the brand through education and training across the organization
  • Leading and supporting a 35-person cross-functional creative team
  • Partnering closely with executive leadership, marketing, legal and compliance
     

This role required balancing strategic direction with hands-on leadership and operational discipline.

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.

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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.

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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.

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