Global Brand Experience

Translating an Iconic New York Institution into an Immersive, Cohesive Global Experience—I directed the comprehensive creative vision across local and international university events.

The Overview

As the lead integrated producer and creative director, I translated a quintessential New York brand into cohesive physical, tactile, and digital touch points. From templated invitation suites to environmental wayfinding, every element was calibrated to maintain brand consistency while preserving diverse cultural contexts and architectural environments.

The Results

1 Columbia

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

Agile Workflow

Standardized signage templates, empowering events staff to update collateral efficiently - accelerating production timelines and approvals

The Strategy

  • Elevating the Brand

    By subtly evolving core brand elements—curating an enriched color palette, and refining typographic hierarchies—I created a look and feel that honored the university’s heritage while meeting the expectations of some of our most engaged audiences.

  • Centralized Project Tracking

    I engineered a collaborative project tracker that connected cross-functional teams, streamlined template access, and provided real-time visibility into approval stages.

  • Unified Photography Approach

    To ensure a consistent brand narrative, I established a standardized photography briefing and creative direction framework for our photographers. This guaranteed that our cross-functional teams received the assets required for recaps across social media and email newsletters.

Photos by Diane Bondareff, David Dini, Chloe Winstanley

Projects

  • The New York Knicks

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

    Read More

  • Baby’s First App and Branding

    Toys and Products reviewed by people you trust (Concept)

    Read More

  • The Alumni Newsletter

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

    Read More

  • Capturing Columbia

    Modernizing Visual Asset Engines and Brand Storytelling

    Read More