Brand Evolution

• Evolved the brand in a major way and provided a framework to continue it across the board.
• Went from amateur customized dance and spiritwear focus to a professional exclusive apparel company that specializes in large orders, with customization services.
• Documented visual brand and provided a framework for messaging that guides the audience through a complete story.

Here's a quick visual brand cheatsheet that I created for internal and third-party use based on my guidelines documentation.

Website Overhaul

• Molded a new theme to reflect the values and purpose of the new brand direction.
• Included updating the overall style as well as the structure and information architecture in order to represent a new "elevated" apparel direction.
• Built out custom modules and features in order to enhance the experience and feel across all paged.
• Created a custom base preset and individually edited photos from professional photoshoots for stylized images as well as PDP images.

The Lookbook

• Turned into a professional catalog that is easily shared.
• Established guidelines for layout and rules for consistency.
• Created rules for photo editing/manipulation and placement.
• Built a cohesive template for continued use and evolution.

Mockup Template

• An all-inclusive template build with customer collaboration in mind.
• Built to be edited and include customer-supplied artwork.
• Includes a robust library of vector tech drawings of exclusive and non-exclusive apparel. The colors are easily changed, including tie-dye and plaid patterns.
• Includes all necessary information and a place for notes in a layout that's clean and usable.
• Enhances the percept brand at a behavioral level.

Customer Initiatives

• Enhanced and detailed customer-supplied artwork for printability in DTF, embroidery, and more.
• Created Artwork from scratch based on concepts and supplied brand systems.
• Developed guidelines for supplying optimal artwork to be translated to imprints.
• Worked with Account Managers and the production team to improve customer education and artwork processes.

These are just some of the many projects in collaboration with customers.

Advertising and Events

• Designed trade show and event booth graphics and props.
• Created collateral and material for events.
• Enforced a style framework for social media advertising.
• Built targeted landing pages designed to speak to various target audiences.

2025 Atlassian Team Event

• Built impactful lead-generation presence.
• Three booth panel concepts were developed as literal interpretations of the StoryBrand Framework.
• Set the tone for all supporting event materials and spinoff customer advisory meetings.

Velcro Merit Badges

• Designed based on core company values and specializations.
• Given out when someone achieved a goal or exemplified one of the core values.
• Intended to serve as recognition of employee excellence.

2024 Atlassian Team Event

• Built impactful lead-generation presence.
• Orchestrated an overall theme of helping customers navigate the Atlassian ecosystem.
• Designed a concept which highlighted that Atlassian's tooling ecosystem is vast and complex, with Isos serving as the guide to help users navigate it.
• Created limited edition shirts and giveaways.

ServiceNow to JSM Campaign

• Demand generation effort to help Atlassian rival their competitors and legacy tools.
• Included a landing page, a webinar, and a quiz to help with demand generation.
• Intended to serve as recognition of employee excellence.
• Live webinar management

Website Refresh

• 4th complete brand refresh and 4th platform migration in the past 13 years.
• Primary purpose of getting people to the content they're looking for quicker.
• Integrated the CRM and built out live chat for Sales enablement.
• Information architecture for StoryBrand and clear positioning.

2023 Atlassian Team Event

• Built impactful lead-generation presence.
• Orchestrated an overall theme of how Isos supports its customers.
• Deliberately understated and shaped to showcase the brand refresh with directional rounded corners and a confident use of the core red.
• Supporting materials, giveaways and coordinated attire.

Acquisition Badges

• Maintained culture and mutual respect from acquisitions as a result of the portfolio adoption from the Acacia group.
• A way to brand and rally behind confidential codenamed projects.
• Accompanied office decor, swag giveaways, presentation decks, and collateral.

Visual Brand

Brand Alignment • Unified Language • Documentation • Brand System

• 13 years of evolution.
• Built with the people and culture as a starting point and unified business objectives, positioning, messaging, and internal/external behavior.
• Comprehensive documentation and practices built out from over a decade of use and iteration.

This is a collection from a visual brand deck provided to third-parties.

Isos Federal Brand

Brand Alignment • Unified Language • Documentation • Brand System

• A separate but coordinated entity, Isos Federal is a smaller practice that focuses on the federal market.
• Required a different logo, color palette, and messaging, but needed to remain close to the Isos core.
• Documentation and specific templates direct the brand's usage.

I'm including a logo exploration that was a visual aide for discussions.

New Logo Exploration

Brand Evolution • Culture • Industry Alignment

• Started as a pet project. Turned into an epic, sanctioned effort in collaboration with the CEO.
• Due to the timing of being acquired as a portfolio company of the Acacia Group, this project was indefinitely halted.
• It was an effort that carried a lot of thought, collaboration, and revisions to land at a perfect balance of intention and culture.