Georgia Institute of Technology
Senior Director Creative and Brand Strategy 2011 - Present
Brand Development, Content Strategy, Digital Strategy
My initial tasks were to redesign the Georgia Tech website, rebrand the Institute and change the direction of the Institute’s Creative and Brand Strategy office toward a more strategic role. Along the way we built a world class design team, implemented a focused content strategy and reinvented the way we tell the Georgia Tech story.
Creating the Visual Brand
My next task was to define Georgia Tech's visual brand. Tech had a strong and well managed trademarks program, but it lacked a unique and identifiable look. I worked collaboratively with campus to develop a trade dress that would work across all units of the Institute.
Developing a Messaging Architecture
Based on extensive research with key stakeholders, interviews with Georgia Tech’s leadership, and real-world application, Georgia Tech’s brand messaging was developed to amplify Tech’s singular value, create increased awareness and understanding of our work, and bring stability and direction to one of our most valuable assets — our reputation. Working collaboratively with campus we conducted perceptual research, developed concepts, tested against our peers and implemented a messaging architecture that would provide a flexible framework for campus.
Developing a Content Strategy
I focused our content strategy on three key areas; audience needs, reputation growth, and content development efficiencies. By referencing audience research, and reputation studies we have been able to ensure our content helped our audiences solve their problems while promoting our brand values. I reorganized our creative team to be more agile, and collaborative, thereby reducing the time to develop content.