Product Visual Identity
Product design is a fundamental aspect of working within Edelman’s data and analytics division. Throughout my career, I have led the conceptualization, execution, and strategic oversight of eight new tools and solutions, ensuring each product had a distinct yet cohesive identity aligned with Edelman’s evolving brand.
The projects highlighted below span three distinct product branding moments between 2017 and 2022, showcasing the breadth of design innovation influenced by concurrent brand identity transformations.
Swipe: Behavioral Content Testing
Inspired by dating apps—particularly Tinder ads—and drawing from the Edelman Intelligence logo, Swipe was developed as a behavioral content testing product with a bold, engaging visual identity.
I owned the end-to-end creative process, from ideating and pitching initial concepts to executing the design across digital, print, and video assets. This project marked my first full-scale ownership of a product’s visual identity, setting a foundation for my continued leadership in branding and design.
2017
Behavioural Science
The Behavioural Science offering was designed around the strategic metaphor of chess—highlighting cognitive ability, decision-making, and strategy. The visual identity drew inspiration from chessboard patterns, creating a unique yet brand-aligned aesthetic.
I led the creative direction from concept to final execution, ensuring the design effectively communicated the product’s analytical and psychological foundations. Included below is an example from the ideation phase, where I introduced inspiration drawn from The Queen’s Gambit (which I had watched that year) to visually frame the product’s design evolution.
2020
Edelman Trust Management Platform
With the launch of the Edelman Trust Management Platform—a proprietary suite of offerings—it was critical to merge the newly refreshed Edelman and Edelman DXI brands into a cohesive, recognizable product identity.
I spearheaded the visual identity development, ensuring it maintained a seamless connection to the Edelman Trust Barometer, a heritage study, while standing as an innovative, future-facing product. From strategic ideation to presenting design executions to multidisciplinary stakeholders, I ensured the brand translated effectively across digital, print, and internal and external audiences.
2022
