Global Corporate Branding & Identity

I have been responsible for bringing global brands to life, both online and offline. Responsibilities have included developing and documenting standards across multiple channels and evolving the brand look and voice with marketing partners to stay current with trends and consumer preferences while keeping core brand values and purpose intact.

Acted as the primary brand liaison working to insure brand consistency across internal teams and external vendors by providing direct and constructive guidance and documentation on how to best express the brand based on message, channel and objective.
Created and managed scalable design standards incorporating core brand elements like logos and taglines, appropriate imagery direction, online UI patterns, voice of brand messaging and clear examples of what is on or off brand.
Lead brand workshops across the organization to help educate about the importance of brand consistency, updates in brand practices and provide context of reasoning behind changes made.

Managing the Robert Half Brand

I acted as the primary brand POC for international teams and worked closely with the Creative Director and other Art Directors to manage, evolve and implement the brand. I lead the rollout of templates for social media, banner ads, and videos as well as continually revising web and print standards that allowed internal teams and vendors to stay in sync regardless of the projects they were working on. I was able to handle creative brand review for 12 countries and consult with regional teams when they were engaged with local agencies.

Screen Shot 2019-01-08 at 1.50.25 PM.png — Robert Half Brand Book

Standard corporate branding guides with logo, colors, fonts and imagery guidance that allows internal & external teams to be brand compliant.
Download Example

Screen Shot 2019-01-08 at 1.52.40 PM.png — Web Brand Style Guide

Web UI patterns and branding guidelines developed by my team to supplement the standard corporate brand guides.
Download Example

Design Library

Brand elements to help designers stay on brand and kickstart concepting, this document includes branded examples of graphic elements, icons, typography and other visual elements.

Evolving the Nokia Brand

+

=

When I started at Nokia, my journey began by reimagining the Nokia Research Center’s sub-brand while keeping in sync with the Nokia master brand. With little direction, I took notes from the visual inspiration provided in the Nokia brand style guide (left) and created a graphical lockup that was scalable with additional elements (right).

Next, I needed to create unique identifiers for each global lab as well as technology focus areas. I decided to standardize on a horizontal treatment for labs and the boxed style for regions/groups to help better visually identify scope of any communication; all taking the same elements defined by the master brand but creating consistency and scalability within the NRC sub-brand.

Finally, I was tasked with finding a way to visually represent NRC’s mission to explore new technology frontiers, solve scientific challenges and deliver irresistible personal experiences. Taking a queue from basic scientific structures, I used hexagons to communicate the current state, near future and long-term focus of the work done by the researchers across all NRC locations (dotted outline, stroked shape and filled hexagon, respectively).

All of these elements were leveraged by the NRC marketing team to promote Nokia’s research and technology at global events, trade shows, speaking engagements and online. Here are just a few examples of the work centering around the brand that I crafted over years.