ABOUT

Concept: As Senior Project Manager and Acting Creative Director for an in-house Corporate Design team, I had the distinct pleasure of wearing many hats: editorial, creative, strategic, logistic, managerial. The team I led had a core 6 incredible graphic designers who created digital and print collateral. Over the course of the year, we developed over 15 brand identities in the legal and real estate verticals, cascaded them out into different mediums-- like the banner ads, media kits, icon sets and logo lockups here. A few of our briefs, e.g. Benefits Pro, were for publications that launched events and needed brand extensions to introduce the event without overpowering the parent brand.

Execution: We worked together to translate business briefs-- I managed all project lifecycles through Workfront PM cloud-based software-- and communicate with stakeholders, brainstorm different concepts for different target audiences, create A/B campaign options, select stock pictures and deliver design solutions. Just like any creative team, we encountered our share of challenges. Our Adobe suite was outdated and after corporate acquisitions we worked with international teams and freelancers who had Creative Cloud. Our entire team learned how to navigate CC and adapt solutions to successfully deliver design files across different software.

Results: New brand identities resonated well with their various target audiences; event attendance increased steadily and brand extensions for publications/events had, on average, a positive reception. Currently a lot of this collateral is still in market so we don't have postmortem reporting on them yet.