I led the creative strategy for Products and Industries as part of a company-wide brand evolution moving away from the legacy Trailhead and national parks visual identity toward a refreshed look and feel. Working in close collaboration with the brand team, I helped shape and codify the new direction into guidelines and templates that enabled the broader team to adopt the evolved styles consistently — including deck templates, promo and campaign templates, and ebook/whitepaper templates.

A key part of this effort was integrating acquisition brands, including MuleSoft and Informatica, into the new brand ecosystem. I helped extend the new visual direction into flagship brand moments for both — including event design for MuleSoft's Connect:AI and Informatica World — balancing brand consistency with the need to preserve each acquisition's distinct identity and recognition within the broader ecosystem.

As part of this same effort, I adapted the brand ecosystem specifically for Next-Gen Platform — a product area with a more technical audience that called for a different look and feel than our top-level campaign work. Rather than applying the brand wholesale, I shaped a variation tailored to that audience: a cleaner aesthetic, with greater emphasis on product visuals — paired with a darker color palette. The goal was to speak credibly to a technical buyer while keeping the work clearly connected to the broader brand system.