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 new operational systems (such as our first design brief template, and Trello infrastructure) that allowed the brand team to integrate with other teams in the company fluidly and efficiently, producing quality work at scale.

My overarching output was driving brand transformation from competitive strategy through execution by 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 list of deliverables week to week.

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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