Brand Development & Identity
My Experience
As the employer brand subject matter expert at Cadence, I helped shape how a global audience of candidates, employees, and partners experienced the company’s values and culture. I was integral to the design and production of 300+ branded assets—including an employer brand guidebook, webpages, digital graphics, posters, videos, event materials, and internal communications—ensuring visual and tonal consistency across all touchpoints.
I played a key role in crafting branded experiences that resonated with 9,000+ global employees and 355k+ social media followers. From revamping landing pages for better UX to producing award-winning culture campaigns, I turned complex brand messaging into compelling creative work. I also facilitated brand training workshops for managers and executives—empowering them to become active stewards of our brand in their own teams and programs.
At Pets In Need, I translated these same principles to the nonprofit space—driving clarity, cohesion, and emotional connection across fundraising, social media, events, and community engagement.
My Approach
To me, branding is all about reputation, identity, and emotional resonance. It’s how people feel when they interact with your organization—and that feeling is shaped by every word, image, and action.
Here’s how I approach brand building:
Intentional and authentic: Strong brands don’t happen by accident. I work to uncover and amplify the core truths behind a brand, not just its visuals.
Consistency = trust: Every campaign, product, and post is a chance to strengthen a brand. I ensure every creative piece supports the larger narrative.
Story-guided design: I use storytelling to guide design decisions—ensuring every asset is not only visually strong but also emotionally resonant and message-driven.
Whether I’m working with a startup, a nonprofit, or a global tech firm, I view branding not just as a design system, but as a long-term strategy for building trust, loyalty, and meaningful connection.