Georgetown University’s O’Neill Institute needed a refreshed brand identity to better reflect its evolving mission and strengthen cohesion across its growing network of centers and initiatives. The project focused on clarifying the organization’s positioning, establishing a unified brand presence, and creating a flexible system to support its diverse audiences, programs, and communications.

I led a comprehensive brand refresh that included redefining the mission, vision, and core brand language, developing a new visual identity, and creating a brand guide and creative management system to ensure consistency across all touchpoints. I also developed a brand architecture system for the organization’s sub-brands and centers, refreshed digital and print materials, built a media library by organizing and directing multiple photoshoots, and guided the website redesign to create a cohesive, scalable brand experience.