In early 2024 I led a conceptual rebrand initiative to align Instructure's corporate identity with its business goals and product families while increasing global brand awareness. To amplify the brand's authenticity, trustworthiness, and openness, I developed a new visual identity system that tells the story of an education ecosystem for everyone.
Role
Senior Art Director
Scope
Conceptual rebrand, corporate identity, product-family alignment, logo exploration, color, typography, patterns, illustration style
What I Led
Brand concept development, visual identity design, art direction, and system exploration
What it Shows
Brand strategy, identity design, conceptual thinking, visual systems, and the ability to connect business goals to creative expression
