Aligning Brand, Experience, and Growth Across 26 Service Markets

This was a brand-strategy engagement focused on clarifying positioning, alignment, and growth across a multi-brand home-services platform. My work spanned competitive analysis, stakeholder interviews, and customer research to surface shared tensions across HVAC, plumbing, and electrical services, particularly around trust, consistency, and scale. The outcome was a more cohesive brand strategy designed to support acquisition, integration, and long-term growth while respecting the equity of local operating brands.

What I did:

• Stakeholder Interviews

• Competitive & Category Analysis

• Brand Positioning & Risk Assessment 

• Research Backed Customer Profiles & Journey Maps

• Brand Strategy Workshops

• Mission, Vision, Pillars 

• Voice & Tone

• Communications Frameworks

Aligning Brand, Naming, and Experience for a Direct-to-Consumer Subscription Model

A brand and experience design engagement that required close integration of brand and digital strategy to support in-store and delivery operations. My team and I partnered with key stakeholders to define the strategy and identity for a new sub-brand, spanning naming, brand foundations, and the digital storefront experience. The result was a sub-brand that extended the core offering with new services while remaining clearly connected to the parent brand’s legacy and commitment to audio excellence.

What I did:

• Brand Strategy Workshops

• Competitive Analysis

• Naming & Brand Architecture

• Brand Positioning 

• Brand Profiles & Journey Maps

• Brand Stylescapes

• UX Strategy

Driving Volunteerism and Donations Through Strategic Brand Activation

This was a brand evolution centered on clarifying the nonprofit’s mission and aligning its brand strategy and principles with the intent of its digital experience. The work focused on strengthening emotional resonance with the organization’s community while more clearly inviting participation through volunteering and giving. The outcome was a refreshed website and content system designed to better communicate purpose, inspire action, and support the organization’s long-term mission and strategy.

What I did:

• Brand Strategy Workshops

• Brand Profiles & Journey Maps

• Mission & Vision 

• Brand Positioning 

• Design Sprints

• UX Strategy

As part of my Master’s program, I developed a conceptual rebrand for RWJBarnabas Health to examine how brand strategy can strengthen alignment, differentiation, and patient trust across a complex healthcare network. Large health systems often articulate strong values at the corporate level, yet struggle to express them consistently across hospitals, service lines, and patient touchpoints. This project focused on modernizing the brand foundation and creating a scalable identity system that could clarify positioning, reinforce credibility, and create cohesion across physical and digital environments.

The outcome was a strategic brand framework and modular identity system designed to function as operational infrastructure—not just visual expression. By aligning positioning, messaging, visual language, and experience touchpoints, the concept demonstrates how brand can reduce fragmentation, strengthen trust, and improve consistency at scale. The work reflects my broader belief that brand strategy is most valuable when it drives organizational alignment and shapes measurable experience outcomes, not just perception.

What I Did:

• Brand Values

• Brand Voice & Tone

• Customer Journey Map

• Brand Personas

• Logo Design

• Visual Identity

• Verbal Identity

• Brand Guidelines

• Brand Expression Examples