Global Brand Experience

Translating an Iconic New York Institution into an Immersive, Cohesive Global Experience—I directed the comprehensive creative vision and omnichannel journey for an international university tour.

The Overview

Institutional photography had historically suffered from fragmented silos: lack of recent and relevant imagery, content scattered across local hard drives or managed through expensive and off-brand freelance contracts. Communications teams faced bottlenecks trying to locate and deploy timely, authentic, on-brand assets.

The Results

1 Columbia

Delivered a singular visual and experiential standard across landmark venues in New York, Los Angeles, London, and Hong Kong

128%

Engaged high-level international alumni and principal donors within a cohesive, elevated brand environment.

+35%

Increase of the existing user base

The Strategy

  • Editorial Creative Direction

    Shifted photography direction away from static, staged setups toward vibrant, candid campus life, and diverse community perspectives

  • Enterprise Asset Architecture

    Designed a standardized taxonomy and metadata tagging hierarchy (categorized by school, academic milestone, priority initiative, and usage rights).

  • Operations and Marketing

    Authored standardized briefings for photographers/videographers and created/deployed internal marketing to drive platform adoption and awareness.

Projects

  • The New York Knicks

    Bringing a holistic experience to an iconic brand - on and off the basketball court.

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  • Proposal Design Systems

    Transforming complex academic priorities into high-impact visual narratives

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  • Baby’s First App and Branding

    Toys and Products reviewed by people you trust (Concept)

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  • The Alumni Newsletter

    Creating a better newsletter experience for a world-wide audience of 240,000 alumni.

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