Identity

Developing and staying true to brand identity is one of my favorite aspects of being a graphic designer. When I was at Fallon, I was captivated by the work of Duffey Design — their internal brand identity team. Ever since, I’ve been instinctively drawn to how design can communicate a brand’s essence and connect with its audience.

I’ve had the privilege of working with large companies that have well-established brand systems. In those environments, my role focused on upholding and evolving brand standards to ensure consistency and clarity. On the other hand, I’ve also built brand identities from the ground up for startups and smaller organizations — projects that not only shaped their visual presence but also supported real, measurable growth.