As one of the Directors of Design for its 33rd iteration, I led the development of a refreshed brand identity, transforming a story of excellence into a tangible visual direction. I collaborated closely with two fellow Directors of Design, as well as the Marketing, Operations, and President teams, to create a comprehensive set of brand guidelines. These guidelines drove record engagement on our social media accounts and visually unified our logistical documentation, effectively aligning and communicating this year’s goals.

Following this success, we translated the new visual direction into our current web presence. This was achieved over a 4-week sprint to develop a scalable UI design system, including component library and style guides. Following iterative collaboration with key stakeholders, we refined high-fidelity mockups to ensure seamless developer handoff by providing a complete, documented file with all necessary specifications.