Mednition brand refresh – 2024

Creative direction, strategy, design, engineering partnership

Provided strategic direction in the evolution of Mednition’s brand foundation by driving brand differentiation, clarifying voice/messaging, and further developing their brand promise.  Strategically evolved the visual identification system, including color palette, typography, photography style and layout elements & rules. Produced all visual design, art direction, and AI prompt engineering for key visuals. Provided strategic direction and copywriting. This work was developed over an aggressive timeline, from ramping up on the audience, product and previous brand strategy, through delivery of final assets over 4 weeks, and included exploration and development of 2 visual directions, with this territory being selected and refined.

BirdEye rebrand – 2021

Design

Identity system and web page design. I helped develop the visual style and designed several web pages for the first major brand redesign since BirdEye opened for business. My contributions included six pages over the course of four weeks. We developed and refined the visual style as we designed, establishing rules for the system as we worked.