BRANDING

Our identity. Our approach. Our impact.

CuraLinc Healthcare Brand Guidelines and Toolkit

Architecting a Scalable Design System from the Ground Up

I architected and executed the development of a comprehensive brand identity system designed to modernize CuraLinc's visual assets and ensure long-term consistency.

To provide teams with a scalable foundation for creating on-brand work, I built a central brand toolkit and Frontify brand hub from the ground up to house:

Core Visual Assets: A completely updated suite of icons, pictograms, and photography assets.
Design System Standards: Clearly documented guidelines for logo usage, color palettes, typography, photography, and layout systems.
Future-Proof Workflows: Emerging standards for AI photography implementation.

PROCESS:

Audit & Alignment: The project began by gathering stakeholder input and auditing existing brand materials to pinpoint critical gaps in usability, accessibility, and asset version control.
System Design & Documentation: I designed a new suite of icons and pictograms, defined dynamic brand elements, and structured comprehensive guidelines that translated our visual identity into an intuitive, easily applicable system.
Platform Implementation: To ensure the system was practical and easy to maintain, I built out the Frontify hub as a searchable, centralized platform complete with live visual examples, interactive elements, and organized asset libraries.
Collaboration & Iteration: I led cross-functional feedback sessions throughout the rollout, refining the platform to ensure it seamlessly supported the day-to-day workflows of both internal teams and external partners.

RESULTS:‍ The final rollout delivered a highly accessible, user-friendly brand ecosystem that transformed how the organization communicates. Key outcomes included:

Elevated Brand Consistency: Significantly improved visual alignment across all global marketing and communication materials.
Operational Efficiency: Streamlined onboarding for new employees and external vendors, giving them immediate, clear access to brand standards.
Scalable Creation: Increased internal confidence in asset usage, empowering cross-functional teams to independently produce high-quality, on-brand creative at scale.

Barnes Group

Benefits logo & website

Following an update to the Barnes Group global brand guidelines, the organization needed a comprehensive refresh of their internal employee benefits materials. The goal was to modernize the user experience while creating a cohesive identity that resonated with employees.

PROCESS:

Identity Design: I led the conceptual brainstorming and logo creation for the “Next 360” benefits brand, designing a visual identity that illustrates Barnes’ commitment to helping employees pursue their healthiest, best selves.
Digital Art Direction: I provided comprehensive art direction to the web development team to completely overhaul the digital benefits experience. This included establishing strict standards for:
- Typography & Color: Applying the updated corporate color palettes and font hierarchy.
- UI Elements: Redesigning intuitive navigation rollovers, interactive tiles, and header banners.
- Visual Assets: Developing custom iconography and curating an updated, modern photography style.

RESULTS:‍ ‍The project successfully transformed a dated system into a sleek, unified, and highly engaging digital portal. The modern aesthetic significantly elevated the presentation of employee resources, earning immediate praise from stakeholders:

“Wow, what an improvement—this is an instant upgrade! It is much more modern, and the updated icons are a great addition.”