Brand Refresh

I spearheaded the Basys Brand Refresh, a transformative initiative rooted in extensive research and strategic planning. This project modernized the company’s visual identity while aligning it with Basys’ story, values, and industry expectations. Through competitor analysis, color psychology studies, and UI/UX research, I ensured the updated brand was impactful and future-forward.

A key aspect of the refresh was updating the brand guidelines to reflect Basys’ unique narrative. Using interviews conducted by our content creator with company leaders and longstanding team members, I developed a word cloud to identify recurring themes, ensuring the refreshed visual identity authentically represented the organization.
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I also took on the challenge of educating company leadership on the importance of cohesive branding and brand architecture. Through presentations and discussions, I demonstrated the strategic value of these elements, fostering buy-in and informed decision-making.
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Project Highlights

• Cohesive Visual Identity: Designed a cohesive logo family and tailored brand guidelines for sub-brands, balancing alignment with distinctiveness.
• Modern Design Elements: Updated fonts, colors, patterns, and gradients to enhance versatility and elevate the brand’s modernity.
• Collaborative Implementation: Worked with cross-functional teams to integrate the refreshed brand across marketing, design, and operational workflows.

The Basys Brand Refresh positions the company as an innovative, authentic leader in its industry, with a visual identity that reflects its values and strengthens its narrative.

BBQ Box Campaign

I recently led the development and execution of the BBQ Boxes Sales Campaign at Basys, a creative initiative designed to engage potential partners and drive business growth. These custom-designed boxes were paired with a LinkedIn retargeting campaign to create a multi-channel approach that delivered impressive results. The final design was a hybrid of two concepts I created, combining the best elements of each for a visually striking and impactful product.

Project Highlights

• Custom Design Concepts: Created two distinct design options for the box’s exterior and interior, resulting in a polished final product that blended the best features of both.
• Multi-Channel Strategy: Integrated the campaign with LinkedIn retargeting ads to extend reach and reinforce engagement with potential partners.
• Tangible Results: Achieved a threefold increase in sales meetings quarter over quarter, directly tied to box recipients.

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The BBQ Boxes campaign reflects Basys’ innovative approach to business development and showcases my ability to deliver creative solutions that drive measurable outcomes. This project demonstrates the power of combining strategic branding with thoughtful design.

CX Appreciation Day

I collaborated with HR and the CX Managers to support CX Appreciation Day, an initiative designed to recognize and celebrate the essential contributions of our Customer Experience (CX) team. As the frontlines of our company, the CX team handles the day-to-day challenges of supporting our customers, and this event aimed to ensure they felt valued and appreciated.

Working closely with the HR team, I helped create a suite of custom-branded items, including t-shirts, stickers, and a puzzle. Each item was thoughtfully designed to reflect the team’s vital role and to foster a sense of pride and connection. This cross-team effort resulted in a memorable and meaningful experience for the CX team.

Project Highlights

• Collaborative Design Effort: Partnered with HR and CX Managers to design and produce branded t-shirts, stickers, and a team puzzle that resonated with the team.
• Meaningful Recognition: Ensured every CX team member felt appreciated for their hard work and contributions.
• Positive Team Impact: Boosted morale and strengthened the team’s sense of connection and pride in their work.

CX Appreciation Day showcased the power of cross-team collaboration in creating impactful initiatives that celebrate and support employees.

Award WAll

I recently led the redesign of the award wall at Basys, creating a visually cohesive and modern display that aligns with our industry and brand guidelines. The updated design highlights Basys’ achievements while maintaining a polished and professional aesthetic.

Project Highlights

• Strategic Layout: Organized awards to emphasize key recognitions and ensure consistency in size, color, and presentation.
• Brand Alignment: Incorporated Basys’ brand colors and minimalist design principles to create a unified and industry-appropriate display.
• Enhanced Functionality: Improved readability and accessibility, making the wall a focal point for visitors and employees alike.

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The new award wall reflects Basys' commitment to excellence and serves as an inspiring showcase of our accomplishments. This project demonstrates my ability to combine creative design with strategic brand alignment.

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