Brand Design & Digital Evolution
As Senior Designer for multiple prestigious design studios, I helped shape brand identities during a transformative period in design history—the shift from traditional branding to digital-first experiences. Working with both established brands like Ben & Jerry's and emerging artisanal brands like Bear Naked, I created and leveraged cohesive visual systems that worked across physical and digital touchpoints.
Client
Various | Ptarmak | Whole Foods Market | Happy Cog
My role
Senior Designer responsible for: Developing comprehensive brand strategies Creating visual identities and packaging systems Designing early responsive web experiences Writing brand voice and content guidelines Leading client presentations and workshops
Key Challenges
Cross-Medium Excellence
Creating brand systems that worked in both physical and digital spaces
Maintaining brand integrity across multiple touchpoints
Balancing artistic vision with technical constraints
Diverse Client Needs
Adapting design approach for Fortune 500s vs. artisanal brands
Managing stakeholder expectations across different industries
Delivering consistent quality under varying budget constraints
Industry Evolution
Leading the transition from print to digital-first design
Teaching myself code to expand capabilities
Staying ahead of rapidly changing design trends
Impact
Created enduring brand identities
Successfully bridged traditional and digital design approaches
Built client relationships through strategic thinking and design excellence
Developed systems that scaled from local businesses to national brands
Contributed to award-winning projects at industry-leading design firms
Key Takeaways
Design Versatility
Demonstrated ability to work across styles and mediums
Created authentic voices for diverse brands
Balanced creativity with business objectives
Strategic Evolution
Successfully pivoted from branding to web design
Self-taught technical skills to expand capabilities
Maintained design excellence through industry changes
Lasting Impact
Created brand systems that endured beyond initial engagement
Built frameworks that supported business growth
Established design patterns still relevant today