case study
Texas GLO
My Role
Creative Director
Design Leadership
Brand Architecture
UX/UI
Governance
Project Highlight
Led the revitalization of the Texas General Land Office brand identity, transforming a fragmented visual language into a scalable, enterprise-wide design system.
Project Background
The organization faced significant brand fragmentation, limiting public accessibility and operational efficiency. I directed a complete overhaul of the brand ecosystem, balancing historical agency authority with modern digital design standards. This involved building a unified design language that empowers diverse departments to maintain consistency across print, digital, and public-facing programs.
Impact
Delivered a cohesive, user-centric brand system that established a new standard for government communication. The overhaul unified the agency’s visual presence, significantly improved accessibility for the public, and provided a future-proof foundation that scaled effectively across 15+ internal departments.
GLO: Compass LMS
My Role
Creative Strategy & Direction
Internal Communications Design
System Adoption Strategy
Project Highlight
Spearheaded the branding and visual identity architecture for a state-wide LMS to drive employee engagement and adoption.
Project Background
Partnered with executive leadership to transform a utilitarian, generic digital tool into an intuitive, branded ecosystem. I led the end-to-end creative process, from conceptualization and identity development to the establishment of comprehensive brand guidelines, ensuring the new LMS aligned with the agency’s broader professional standards.
Impact
The revamped visual system reshaped a stagnant internal platform into an essential, engaging tool. By prioritizing user-centric design principles, we achieved a measurable increase in active user logins and completion rates, directly supporting the agency’s compliance and professional development objectives.
GLO: Adopt-A-Beach
My Role
Creative Direction
Brand Architecture
Identity Systems
Cross-Functional Strategic Alignment
Project Highlight
Orchestrated the visual modernization of a 180-year-old state agency’s flagship coastal conservation program, successfully bridging legacy identity with contemporary relevance.
Project Background
The core challenge was to refresh a historically significant brand for a modern, digital-first audience without alienating existing stakeholders. I led the development of a versatile, cohesive brand ecosystem that serves as a strategic bridge, connecting high-level state land management objectives with grassroots community conservation initiatives across the Texas coast.
Impact
The revitalized identity significantly amplified the program’s visibility and public recognition. By establishing a flexible, modular design framework, the brand now serves as a dynamic, scalable signal for community-driven conservation, successfully repositioning a legacy program for its next century of service.
