BRAND | CREATIVE DIRECTION
Genesys launched a global rebrand at the end of 2024—modernizing its identity with a unified, human-centered approach to customer experience powered by AI.
I was brought on to lead the development of the new visual identity, which included a refreshed logo, an expanded design system, and a comprehensive suite of enablement templates to support teams worldwide. As part of the rollout, I launched the company’s first-ever global digital asset management system and built Brand Central—a Bynder-powered microsite that streamlined access to brand tools and templates, tailored by audience to ensure quick, intuitive adoption at every level.
Role: Associate Creative Director
Credits: Vanessa G (Sr. Creative Director), Azusa M (Illustrator & Brand Designer), Michelle B (Brand Designer), Kaylan B (Brand Designer)
BRAND GUIDELINES | ART DIRECTION | MULTICHANNEL CAMPAIGN DESIGN
A multi-tactic, cross-channel global campaign that makes Alteryx customers the hero, by highlighting the ways Alteryx helps them achieve improved personal and business outcomes.
The Analytics Champion campaign called for a unified message and creative look and feel. With that we created Ana, the Analytics Champion, as the emblematic face of the brand. Ana unites our 5 tenet strategy with her compelling narrative—told through an animated series and multichannel campaign rollout.
Role: Associate Creative Director
Credits: Vanessa G (Global Creative Director), Azusa M (Illustrator), Deep Vibe (Video Producer), Kelly L (Content), Caitlin S (Director, Demand Gen)
VISUAL IDENTITY | BRAND GUIDELINES | ART DIRECTION
Maveryx is a community of Alteryx users, customers, partners and employees. With Maveryx, we encourage the exploration of new frontiers, introducing a sense of purpose that anyone can embrace and evangelize.
I led the development of the customer brand's visual identity, overseeing every aspect from inception to realization. This involved directing the artistic vision across a spectrum of marketing materials, spanning from digital customer portals to tangible, branded merchandise.
Role: Associate Creative Director
Credits: Vanessa G (Global Creative Director), Azusa M (Illustrator), Michelle B (Studio Designer), Kelly L (Content)
CONFERENCE BRANDING
Alteryx's annual customer conference brings together industry leaders, data enthusiasts, and innovators for three days of immersive learning, networking, and inspiration. The 2024 event attracted 2,511 in-person attendees and 1,242 virtual viewers, achieved 52M social impressions, and generated a $6.9M pipeline.
As the design lead, I established visuals, guided branding, and managed approvals for environmental signage and digital promotion, collaborating with internal teams and external vendors to ensure a seamless attendee experience.
Role: Associate Creative Director
Credits: Vanessa G (Global Creative Director), Azusa M (Illustrator), Michelle B (Studio Designer), Laura V (Global Events), Bellwether (Environmental Production), Studio Science (Stage Production)
BRAND | ART DIRECTION
As art director of the Alteryx brand, I led the creation and brand approval process for corporate swag, ensuring every product aligned with our visual identity. I also oversaw the revamp of the digital swag store experience and designed event-ready booths for the on-the-road swag shop—bringing the brand to life both online and in person.
Role: Associate Creative Director
Credits: Vanessa G (Global Creative Director), Brett H (Store lead), Azusa M (Illustrator), Trey J (Illustrator), Whitestone (Producer)
BRAND | CREATIVE DIRECTION
Established in 1985, Phil-Am Foods has long served as a cultural cornerstone for the Filipino community in Staten Island, offering a wide selection of Philippine foods and products.
To honor its legacy while evolving for the future, I led a full visual rebrand—including a refreshed logo, updated color palette, and a new visual direction that blends modern appeal with cultural authenticity. The result is a brand identity that feels both rooted and revitalized.
Role: Creative Director
Credits: Felix I (Business Owner), Kristina I (Business Lead)
BRAND | CREATIVE DIRECTION
Introduced in early 2022, Portico emerged as a boutique real estate brokerage serving the vibrant Central Texas community.
Portico sought a comprehensive brand package, encompassing a name, logo, color palette, and fonts. I collaborated directly with the owner and marketing lead to craft the distinctive brand identity you see today.
Role: Creative Director
Credits: Dan S (Business Owner), Yoori K (Marketing Lead)
ART DIRECTION | PUBLICATION | CAMPAIGNS
Life Without Limits is One Drop’s quarterly lifestyle magazine, created for individuals managing diabetes and other chronic conditions.
As art director, I led creative direction across print and digital, overseeing photoshoots that highlighted everything from healthy meals to movement routines and product spotlights. The magazine served as the anchor for monthly engagement campaigns—driving readers to scan QR codes that helped us track interaction, optimize translations, and inform future content across blogs, email, and social media.
Role: Art Director
Credits: Sarah K (VP of Brand), Ami L (Photographer), Kaylan B (Designer), Sara H (Content)
ART DIRECTION | CAMPAIGNS
The “Built for” brand awareness campaign launched Infor’s brand evolution, introducing a bold new visual identity and sharpened messaging. As the creative lead, I defined the campaign’s visual direction and developed a custom software style that brought our platform to life within a series of live-action commercials.
Featured brands and partners included Goya, Brooks Koepka, Dunlop Tyres, Triumph Motorcycles, and Martin Guitars.
Role: Art Director/Illustrator
Credits: Peter G (Video Director), Adam M (Animator), Cameron W (Creative Director)
Press: NBC, CNBC, MSNBC, CNN, Bloomberg, BBC, Bloomberg UK, Channel News Asia, The Washington Post, and The Wall Street Journal
