During my time at SGI, I championed the development of a consistent visual identity and strengthened brand recognition where little cohesion had previously existed. As Creative Director, I led the execution of a major brand renewal as the organization shifted from a product-focused approach to a more customer-centric model.
In addition to overseeing design work, I guided and educated line departments—many of which had long operated with a narrow focus on their own materials—on the importance of aligning with a unified corporate brand and contributing to a cohesive organizational identity.
