Creative Director | Branding | Strategy | Web Design | Large-Scale Event Branding | Higher Education
The rebranding project for Arizona State University—the largest university in the country— wasn’t just about designing a new visual identity; it was about fostering acceptance and excitement for a bold new brand. With four campuses, 17 colleges, over 250 marketers, and a student body exceeding 70,000, ASU’s scale presented a unique challenge.
Rebranding at this level often meets resistance, so I launched “Branding a Community,” a monthly seminar designed to encourage understanding, spark discussions, and build support for the new identity. To accelerate the adoption of branding standards, I invited the ASU community to submit their work, creating a healthy sense of competition among departments and generating buzz across campus.
Why I am Proud: I had the once-in-a-lifetime opportunity to collaborate with world-renowned designer Bruce Mau and his team. Together, we created an emotive and enduring brand built on three pillars: Excellence, Access, and Impact. From typography to imagery, the result was a brand that continues to thrive today—representing optimism and innovation at its core.
The Excellence campaign was a collaborative effort between my team and the University Provost department. Targeting local high school freshmen, the campaign aimed to increase applications and attendance from local schools by 20%. The outdoor campaign drove readers online to review student images and testimonials about their educational advances and experiences at ASU. Because of its success, the campaign was expanded to cover California and other markets.
For the 44th President of the United States’ inaugural speech at Sun Devil Stadium, I had the honor of designing the entire venue. From measuring the stadium to concept development and final execution, the project was completed within an intense three-week timeline. With virtually no budget, I leveraged strong vendor relationships and rallied a team of dedicated volunteers to bring the vision to life. By streamlining production and creative processes, I cut vendor costs by 75%, delivering a memorable and impactful design for this historic event.
The “College Is You!” program was developed to build awareness of Arizona State University and highlight the life-changing possibilities a college degree can offer. The campaign focused on junior high school students and migrant communities—groups that often ended their education after high school.
The initiative saw tremendous success across Maricopa County school districts and was honored with the Post-Secondary Education Award for Best Higher Ed by the Arizona Commission for Education.
When the Department of Youth Preparation asked me to help, they didn’t have to ask twice. It was a chance to give back to a community I could personally relate to—and to inspire young students to see the possibilities that exist beyond a high school diploma.
