Information Services | Brand Identity and Strategic Marketing Playbook
Transforming IS from hidden support to strategic brand partner
Transforming IS from hidden support to strategic brand partner
Transforming IS from hidden support to strategic brand partner
Workflow
Interviews/surveys/workshop
Synthesis
Design
Testing
Role
Creative Director
Brand Designer
Time
2025
5 months
Product
Logo + Guidelines
Marketing Playbook
Workflow
Interviews/surveys/workshop
Synthesis
Design
Testing
Role
Creative Director
Brand Designer
Time
2025
5 months
Product
Logo + Guidelines
Marketing Playbook
Workflow
Interviews/surveys/workshop
Synthesis
Design
Testing
Role
Creative Director
Brand Designer
Time
2025
5 months
Product
Logo + Guidelines
Marketing Playbook
Metrics
Business
Internal awareness
Communication channel engagement
Brand application consistency
Perceived strategic value
User
User engagement
Perceived support quality
Brand alignment score
Metrics
Business
Internal awareness
Communication channel engagement
Brand application consistency
Perceived strategic value
User
User engagement
Perceived support quality
Brand alignment score
Metrics
Business
Internal awareness
Communication channel engagement
Brand application consistency
Perceived strategic value
User
User engagement
Perceived support quality
Brand alignment score
Overview
This project showcases my approach to brand transformation through stakeholder insights, strategic design thinking, and narrative-driven solutions. In collaboration with a Design Strategist and a Brand & Marketing Strategist, we repositioned Texas Children's Hospital Information Services from a department-centric identity to a user-focused, human-centered brand. The refreshed identity conveys empathy, clarity, and a forward-looking approach.
Below, the original logo (left) and the redesigned, human-centered identity (right).
Overview
This project showcases my approach to brand transformation through stakeholder insights, strategic design thinking, and narrative-driven solutions. In collaboration with a Design Strategist and a Brand & Marketing Strategist, we repositioned Texas Children's Hospital Information Services from a department-centric identity to a user-focused, human-centered brand. The refreshed identity conveys empathy, clarity, and a forward-looking approach.
Below, the original logo (left) and the redesigned, human-centered identity (right).
Overview
This project showcases my approach to brand transformation through stakeholder insights, strategic design thinking, and narrative-driven solutions. In collaboration with a Design Strategist and a Brand & Marketing Strategist, we repositioned Texas Children's Hospital Information Services from a department-centric identity to a user-focused, human-centered brand. The refreshed identity conveys empathy, clarity, and a forward-looking approach.
Below, the original logo (left) and the redesigned, human-centered identity (right).
Interviews / surveys / workshop
We conducted interviews, surveys, and a workshop with IS leaders, IT teams, and clinicians to understand brand perception. This process uncovered key strengths, pain points, and misalignments in how IS is viewed internally and externally, providing the foundation for refining its brand identity and strategic positioning.
Interviews / surveys / workshop
We conducted interviews, surveys, and a workshop with IS leaders, IT teams, and clinicians to understand brand perception. This process uncovered key strengths, pain points, and misalignments in how IS is viewed internally and externally, providing the foundation for refining its brand identity and strategic positioning.
Interviews / surveys / workshop
We conducted interviews, surveys, and a workshop with IS leaders, IT teams, and clinicians to understand brand perception. This process uncovered key strengths, pain points, and misalignments in how IS is viewed internally and externally, providing the foundation for refining its brand identity and strategic positioning.
Synthesis
Our synthesis revealed that while IS is trusted and mission-driven, its brand feels inconsistent, impersonal, and overly transactional. Stakeholders struggle to see IS as a strategic partner, and internal branding lacks clarity. To bridge this gap, IS needs cohesive messaging, a modernized identity, and clearer communication to reinforce its expertise, innovation, and collaborative role within TCH.
Synthesis
Our synthesis revealed that while IS is trusted and mission-driven, its brand feels inconsistent, impersonal, and overly transactional. Stakeholders struggle to see IS as a strategic partner, and internal branding lacks clarity. To bridge this gap, IS needs cohesive messaging, a modernized identity, and clearer communication to reinforce its expertise, innovation, and collaborative role within TCH.
Synthesis
Our synthesis revealed that while IS is trusted and mission-driven, its brand feels inconsistent, impersonal, and overly transactional. Stakeholders struggle to see IS as a strategic partner, and internal branding lacks clarity. To bridge this gap, IS needs cohesive messaging, a modernized identity, and clearer communication to reinforce its expertise, innovation, and collaborative role within TCH.
Design
I sketched initial concepts based on stakeholder insights, then developed three low-fidelity directions for feedback. After refining the chosen concept, I created three high-fidelity logo options, leading to the final logo. I then built a brand style guide covering logo usage, mission, values, and voice for consistency.
The geometric mark borrows from hospital wayfinding to signal clarity and motion.
Design
I sketched initial concepts based on stakeholder insights, then developed three low-fidelity directions for feedback. After refining the chosen concept, I created three high-fidelity logo options, leading to the final logo. I then built a brand style guide covering logo usage, mission, values, and voice for consistency.
The geometric mark borrows from hospital wayfinding to signal clarity and motion.
Design
I sketched initial concepts based on stakeholder insights, then developed three low-fidelity directions for feedback. After refining the chosen concept, I created three high-fidelity logo options, leading to the final logo. I then built a brand style guide covering logo usage, mission, values, and voice for consistency.
The geometric mark borrows from hospital wayfinding to signal clarity and motion.
Testing
I tested the brand by gathering stakeholder feedback from IS teams, leadership, and clinicians to ensure alignment. A visual consistency check confirmed correct application across materials. A pilot rollout in newsletters and internal portals tracked engagement, and a before-and-after survey measured shifts in IS’s perception as a strategic partner.
Testing
I tested the brand by gathering stakeholder feedback from IS teams, leadership, and clinicians to ensure alignment. A visual consistency check confirmed correct application across materials. A pilot rollout in newsletters and internal portals tracked engagement, and a before-and-after survey measured shifts in IS’s perception as a strategic partner.
Testing
I tested the brand by gathering stakeholder feedback from IS teams, leadership, and clinicians to ensure alignment. A visual consistency check confirmed correct application across materials. A pilot rollout in newsletters and internal portals tracked engagement, and a before-and-after survey measured shifts in IS’s perception as a strategic partner.
“The new identity finally reflects the work we actually do.”
“The new identity finally reflects the work we actually do.”
“The new identity finally reflects the work we actually do.”
Applications
The new IS brand was extended across a variety of internal and external touchpoints to ensure consistency and visibility. Sample applications included swag, posters, social media assets, collateral, app icons, and internal tools. Each element reinforced the updated brand attributes of clarity, trust, and innovation, helping shift perception of IS from a back-end service to a visible, strategic partner.
Applications
The new IS brand was extended across a variety of internal and external touchpoints to ensure consistency and visibility. Sample applications included swag, posters, social media assets, collateral, app icons, and internal tools. Each element reinforced the updated brand attributes of clarity, trust, and innovation, helping shift perception of IS from a back-end service to a visible, strategic partner.
Applications
The new IS brand was extended across a variety of internal and external touchpoints to ensure consistency and visibility. Sample applications included swag, posters, social media assets, collateral, app icons, and internal tools. Each element reinforced the updated brand attributes of clarity, trust, and innovation, helping shift perception of IS from a back-end service to a visible, strategic partner.
Phase 2: Marketing Playbook
After completing the brand guidelines, we immediately moved into Phase 2: the Strategic Marketing Playbook. Through another series of stakeholder interviews and a targeted workshop, we developed a strategic storytelling framework. My role was to transform complex marketing strategies into clear, engaging visuals—designing journey maps, crafting persona templates, and creating informative infographics. Leveraging AI tools, I produced photographic imagery aligned with the established visual identity, ensuring that the resulting playbook was both insightful and easily digestible.
Phase 2: Marketing Playbook
After completing the brand guidelines, we immediately moved into Phase 2: the Strategic Marketing Playbook. Through another series of stakeholder interviews and a targeted workshop, we developed a strategic storytelling framework. My role was to transform complex marketing strategies into clear, engaging visuals—designing journey maps, crafting persona templates, and creating informative infographics. Leveraging AI tools, I produced photographic imagery aligned with the established visual identity, ensuring that the resulting playbook was both insightful and easily digestible.
Phase 2: Marketing Playbook
After completing the brand guidelines, we immediately moved into Phase 2: the Strategic Marketing Playbook. Through another series of stakeholder interviews and a targeted workshop, we developed a strategic storytelling framework. My role was to transform complex marketing strategies into clear, engaging visuals—designing journey maps, crafting persona templates, and creating informative infographics. Leveraging AI tools, I produced photographic imagery aligned with the established visual identity, ensuring that the resulting playbook was both insightful and easily digestible.
Work
Design case studies
These case studies were selected to highlight the way I approach strategy, storytelling, and user-centered design across branding, marketing, and UX.
Work
Design case studies
These case studies were selected to highlight the way I approach strategy, storytelling, and user-centered design across branding, marketing, and UX.
Work
Design case studies
These case studies were selected to highlight the way I approach strategy, storytelling, and user-centered design across branding, marketing, and UX.
Thanks!
Thanks for taking the time to check out my portfolio
Thanks!
Thanks for taking the time to check out my portfolio
Thanks!
Thanks for taking the time to check out my portfolio