Brand Evolution
Throughout my career at Edelman, I played a pivotal role in leading and shaping three rebrands within the global data and analytics group. Each time, I worked to invent and reinvent a brand that at once aligned with and reinforced larger Edelman positioning yet possessed its own unique identity supportive of company mission and industry trends. Working closely with key stakeholders, I strategized, developed, and executed branding initiatives that reinforced Edelman’s positioning while ensuring each iteration had its own unique identity.Edelman Intelligence
The launch of Edelman Intelligence marked a strategic evolution, with the newly designed logo—symbolizing a propeller—serving as the centerpiece of the brand identity. This rebrand was a bridge between Edelman’s rich heritage and a modern, data-driven future.
In my role, I led the ideation and execution of key brand materials, including positioning assets, design templates, signage, and print collateral. Additionally, I spearheaded digital marketing campaigns to enhance engagement and conversion.
For the Edelman Intelligence website, I guided a freelance development team, overseeing the conceptualization and execution of design, website strategy, prototyping, and user experience enhancements. I also played a hands-on role in creating graphics.
2017
Edelman DXI
In response to executive leadership’s decision to realign the group’s structure and mission, I directed the global rebrand of Edelman Data & Intelligence (DXI), ensuring its new identity reflected both strategic priorities and industry advancements.
Collaborating with a creative team in South Africa, I co-designed the new logo and presented it to leadership. From there, I independently developed comprehensive brand guidelines—both for design and narrative—to provide a high-level strategic framework for the rebrand.
Following the launch, I led global training sessions for 400+ employees to ensure internal alignment and adoption of the new brand. Additionally, I developed and implemented digital-first campaigns and programs to amplify the rebrand’s presence both internally and externally, strengthening DXI’s positioning within the industry.
2021
