branding

Your brand is the way the public sees your company. It’s the combination of all your connections to the outside world: your messages, your online voice, your logo, tagline, advertising, materials, social media, images, colors, your support and sales voices—and maybe most importantly, yourself. As a designer, I can help form and extend some of these things to fit the personality you want to project.
Redtail
Since I worked for Redtail for almost 8 years, I’m very proud to have helped shape their brand through almost everything I touched. Starting with the logo, we portrayed their smart, hard-working, tech-savvy but playful personality through the golden retriever (and other Redtail dogs) and applied it everywhere. Now the industry pretty much knows Redtail by the mark alone.

  • 2012—2020
    REDTAIL TECHNOLOGY

internal brand
I believe good internal design builds great corporate culture which in turn supports a great brand! These are annual Yearbooks, but I also created calendars, quarterly newsletters, internal event graphics, swag, recruitment materials, org charts, employees reward materials, and outreach event materials—to name just a few projects.

Working as an in-house designer is different from freelancing in many ways: each person asking for a project is a client, but the goal of unifying the brand remains, despite each client’s idea or agenda. It’s not always popular to make decisions that may not completely align with a non-designer’s vision while staying true to the values of good design. I think we succeeded most of the time!

  • 2012—2020
    REDTAIL TECHNOLOGY

planning: comps and moodboards
This is a storyboard for a particular year, suggesting to my managers how the different components might morph and pull together. Planning ahead like this is ideal, but we can roll out your brand slowly, piece-by-piece, as well (logos come first, however.) It takes a discussion about where you want to go and how you want to be seen by the outside world.

  • 2012—2020
    REDTAIL TECHNOLOGY