Branding
Brand Identity
Conceptualization
Design
Creative Direction
From nonprofits to global agencies, each of these branding projects reflects a strategic approach to visual identity—grounded in storytelling, crafted with care, and designed to resonate.
McCannes: McCann Cannes 2017 Branding
Challenge:
McCann needed a standout visual identity for their presence at Cannes Lions 2017 that celebrated the agency’s global wins and made a strong public statement.
Solution:
I created an illustrated lion logo based on that year’s Warriors of Creativity theme and custom branding that served as the visual centerpiece of the campaign—culminating in a Times Square display showcasing McCann’s award count. The design embodied boldness, pride, and creative excellence on a global stage.
CIRI: Brand Identity Refresh
Challenge:
CIRI, a nonprofit supporting refugees and immigrants in Connecticut, needed a modernized brand identity that honored their mission and regional roots while creating a more recognizable visual presence.
Solution:
I refreshed their logo, typography, and color palette, drawing inspiration from Connecticut’s state tree, the Charter Oak—a symbol of strength and wisdom. The new identity reflected both heritage and hope, aligning with CIRI’s mission to empower and uplift.
Truth About Youth: Experiential Branding
Challenge:
McCann Truth Central needed to bring its research study, “Truth About Youth,” to life in a way that engaged clients and media beyond the limits of a traditional presentation.
Solution:
I designed a full sensory experience for the launch at The Lightbox in NYC, using immersive media, bold visuals, and atmospheric storytelling to make the data unforgettable. The branding struck a balance between generational insight and cultural relevance.
SDBLC: McCann Worlgroup Leadership Conference Identity
Challenge:
The Strategic, Digital, and Business Leadership Conferences (SDBLC) for McCann Worldgroup needed a unified brand identity that would tie together distinct arms of the business while communicating the theme of growth and structure.
Solution:
I developed a modular, building-block inspired identity that visually expressed the idea of laying foundations. This cohesive system spanned signage, presentation materials, and conference branding across all three business tracks.
New York Preschool: Brand Development
Challenge:
New York Preschool, a division of New York Kids Club, needed a brand identity that maintained alignment with its parent company while standing on its own in a highly competitive education space.
Solution:
I created a playful yet sophisticated brand identity that echoed the visual language of NY Kids Club, while introducing elements tailored specifically to the parent preschool audience—ensuring both consistency and individuality.
