2025 Portfolio
Check out my ability to transform brands and tell compelling stories through innovative design and strategic vision.
US Signal
2025 Brand Refresh
Over the past year, I’ve had the privilege of spearheading US Signal’s brand refresh, a transformative journey that reflects the company’s evolution and unwavering commitment to its customers. As US Signal continues to expand its footprint and capabilities, the need to reimagine its brand became clear. The refreshed identity shines a light on who we are today: a trusted partner delivering unmatched reliability and support, empowering businesses to navigate the ever-shifting digital landscape with confidence and ease. This process wasn’t just about updating visuals, it was about distilling our core values into a bold, cohesive story that resonates with our audience and sets the stage for future growth.
At the heart of this refresh is an updated brand stamp that encapsulates US Signal’s forward-thinking spirit. We traded the all-caps lettering of the past for approachable lowercase, infusing the brand with a modern, welcoming vibe. A striking new ‘digital’ blue now anchors the palette, a nod to our deep roots in the digital world and our focus on innovative solutions. The iconic burst, a longstanding symbol of energy, has been reimagined with a dynamic arrow, signifying momentum, growth, and the seamless integration of acquired companies and state-of-the-art data centers into our narrative. This refresh is more than a new look; it’s a powerful alignment of our identity with the trust, innovation, and exceptional service we strive to deliver every day.
US Signal Website Redesign
In 2025, the US Signal website underwent a transformative overhaul, both aesthetically and strategically, to align with the company’s evolving brand and market ambitions.
Aesthetically, a 2025 brand refresh introduced a modernized visual identity, moving away from flat colors and organic shapes to a sleeker, more precise design. The updated color palette featured bold, high-visibility hues, enhancing brand coherence and reflecting an innovative ethos. Navigation was streamlined for a more intuitive user experience, with cleaner layouts and dynamic visuals that emphasized US Signal’s technological leadership.
Strategically, the website shifted from a product-centric focus on core data center and network services to a customer-centric approach, spotlighting solutions like the 2024-launched OpenCloud, AI-driven tools, and advanced security offerings.
Marketing content emphasized real-world impact through detailed case studies, compliance resources, and thought leadership blogs, positioning US Signal as a trusted partner.
These changes collectively strengthened US Signal’s digital presence, making the website a more engaging, solution-oriented platform that resonates with its audience and underscores its forward-looking vision.
Consumers Energy Collateral Collboration
The displayed collateral work for Consumers Energy’s Energy Waste Reduction Program is a key initiative aimed at helping customers reduce energy consumption while promoting sustainability. Our stand out pieces were a series of educational collateral designed to simplify complex energy-saving concepts for residential and commercial audiences. These materials highlighted practical tips like optimizing HVAC usage and adopting energy-efficient lighting, while aligning with the program’s mission to drive measurable waste reduction. The visual design leaned on bold, clean layouts and a vibrant green palette to evoke environmental consciousness, paired with concise messaging that made the content accessible and actionable for a broad audience.
The creation of these materials was a true exercise in cross-functional collaboration, bringing together diverse teams to meet tight project timelines. Over a three-month period, I worked closely with the marketing team to refine the messaging, while the engineering team provided technical insights to ensure accuracy. This seamless integration of expertise not only met the deadline but also produced collateral that effectively empowered customers to take control of their energy use.
US Signal Beers with Engineers
Event Branding
The branding process for US Signal’s Beers with Engineers event, which enjoyed a highly successful five-year run from 2018 to 2023, was a masterclass in blending technical expertise with engaging, community-driven marketing. For advertising, the team leaned into a multi-channel approach, promoting events through targeted email campaigns, social media posts, and eye-catching digital banners on the US Signal website, all tailored to reach IT professionals and students aged 21+ in cities hosting US Signal data centers. The branding emphasized a relaxed yet insightful vibe—think craft brews paired with cutting-edge tech discussions—highlighted by consistent messaging like “Network, Sip & Learn,” which became a recognizable tagline across all materials. This cohesive advertising strategy not only drove attendance but also positioned the event as a must-visit for industry networking and education.
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