Created the Synchrony Financial brand (NYSE:SYF) in order to spin off a business unit from GE Capital via IPO in 2014. This included identifying and developing the brand's positioning and identity.
Established and grew/evolved the company's brand architecture.
Developed the brand identity for many new B2B and consumer products.
Designed, launched and managed a highly used 'Brand Vault', a digital resource for employees and third parties creating materials and assets in the Synchrony brand.
Created all guidelines and assets for brand identity usage - logos, icons, fonts, icons, etc.
Led the creation of Synchrony's proprietary bespoke font suite.
Developed a unique and differentiated voice and associated guidelines.
Created messaging architectures to ensure consistent activation of the brand.
Created the environmental branding for 30+ company locations (domestic and abroad).
Developed prototypes for branding all company trade shows.
Led the branding of all company-hosted events, both for employees and clients.
Created processes to ensure the accurate representation of the Synchrony brand. Included workflows and leadership oversight councils.
Established a "best self" program that raised the quality level of brand impressions while bringing consistency to the branded ecosystem.
Served as Synchrony's Creative Director, establishing and evolving the company's style.
Led the style and production of Synchrony's Annual Report (2015-2019)
Concepted, founded and built a company’s internal graphics group. This department – ultimately reaching 55 people including graphic designers, copywriters, proofreaders and account management – was modeled after stand-alone agencies, with no centralized financial support. Operations were funded by the ‘revenue’ from individual projects from elsewhere in the business (a 'charge-back' model).
Worked closely with many well-known brand agencies (client side), including Ogilvy, Interbrand, Giant Spoon, Prophet, Monigle, Stephens Direct, Digital Kitchen and others.