Georgia Institute of Technology
Senior Director Creative and Brand Strategy 2011 - Present

Brand Development, Content Strategy, Digital Strategy

Helluva’ Brand

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.

Innovation Ecosystem
Innovation Ecosystem

Georgia Tech plays is the hub of a network of established companies, startups, universities, and public and private organizations that work together to spur innovation, develop new technologies, and expand job opportunities.

Innovation Ecosystem
Innovation Ecosystem

A magnet for startups, incubators, established companies, major corporations, venture capitalists, and business services.

Innovation Ecosystem
Innovation Ecosystem

Strategies, support, and resources for startups and those who want to connect with them.

Innovation Ecosystem
Innovation Ecosystem

Georgia Tech plays is the hub of a network of established companies, startups, universities, and public and private organizations that work together to spur innovation, develop new technologies, and expand job opportunities.

Creating the Next
Creating the Next

Georgia Tech is in the business of creating the next — the next idea, the next technology, and the next legion of visionary leaders.

Creating the Next: Defense
Creating the Next: Defense

We are improving the safety and security of military personnel abroad and citizens at home.

Creating the Next: Energy
Creating the Next: Energy

Georgia Tech is in the business of creating the next — the next idea, the next technology, and the next legion of visionary leaders.

Creating the Next
Creating the Next

Georgia Tech is in the business of creating the next — the next idea, the next technology, and the next legion of visionary leaders.

Creating the Next: Water Water
Creating the Next: Water Water

Whether it’s the question of access, supply constraints, or quality and safety, Tech’s faculty, students, and alumni are tackling the deluge of threats surrounding the world’s most precious resource.

Creating the Next: Water Water
Creating the Next: Water Water

Whether it’s the question of access, supply constraints, or quality and safety, Tech’s faculty, students, and alumni are tackling the deluge of threats surrounding the world’s most precious resource.

Creating the Next: Advancement
Creating the Next: Advancement

Georgia Tech is at the forefront of creating life-changing applications through our research, policy leadership, preparation of leaders and innovators, and exploration of new roles and methodologies in education.

Creating the Next: Water Water
Creating the Next: Water Water

Whether it’s the question of access, supply constraints, or quality and safety, Tech’s faculty, students, and alumni are tackling the deluge of threats surrounding the world’s most precious resource.