Trade

Role: Creative Director

Scope: Brand identity, content infrastructure, design operations, team leadership

Team: 3 designers, external engineering and production partners

Overview

I led brand design at Trade, reporting to the CMO and directing all creative output across seven marketing sub-departments. I built and managed a team of designers, directed external partners, and created the operational systems that allowed brand output to scale. I drove a brand transformation from competitive strategy, through execution – building an updated identity system, brand guidelines, and a new content library that was designed for utility, positioning, and longevity – while directing my team through a stacked calendar of deliverables and deadlines.

As part of my work at Trade, I led a visual rebrand – updating all identity elements to position the company as market-competitive and to increase brand cohesion across platforms. Output included photo art direction, new color, new visual sub-identities for social series, and more.

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