Designing brand identity involves carefully selecting brand archetypes, defining the essence of the brand, creating a unique and memorable logo design, choosing suitable color palettes, and compiling brand resource guides. The brand archetype shapes the overall personality and characteristics of the brand, resonating with the target audience. Defining the essence of the brand ensures consistency in messaging and image portrayal. The logo design serves as a visual representation of the brand, communicating its values and mission. Color palettes are essential in evoking emotions and setting the brand tone. Brand resource guides establish guidelines for maintaining brand consistency across all touchpoints, ensuring a cohesive and recognizable brand image.
AEDSuperstore: Optimized for Accessibility, Brand Consistency & Life-Saving Impact
As Lead Brand Strategist and Digital Designer for AEDSuperstore, I spearheaded a full-scale digital transformation, creating an accessible, conversion-driven e-commerce platform that connects life-saving AED equipment with those who need it most. This comprehensive rebrand focused on strategic design systems, e-commerce optimization, and customer engagement initiatives to enhance user experience and drive sales.
Logo Guidelines Implementation
I refined and redesigned AEDSuperstore's comprehensive brand guidelines to ensure consistent logo presentation across all marketing channels. The implementation focused on maintaining logo integrity through strategic placement with appropriate clear space and carefully considered background treatments. I developed standardized solutions for various marketing scenarios, including overlay treatments for photographic backgrounds and minimum spacing requirements, while ensuring all applications met WCAG accessibility standards. This systematic approach resulted in a cohesive brand presence that balanced visibility, design flexibility, and ADA compliance across both digital and print platforms.
Primary
Secondary
Color System Implementation
I implemented the structured color system for AEDSuperstore that balances brand identity with accessibility. The primary color palette was designated for key banners and print materials, ensuring strong brand recognition. The secondary palette was used to compliment headlines and used as call to action buttons along with the primary red. Additionally, I prioritized ADA-compliant color combinations for text and
graphics to enhance readability and inclusivity. This approach reinforced the company's visual identity and also ensured compliance with accessibility standards, making digital and print materials more user-friendly for all audiences.
Website Updates
As the Brand Strategist & Accessibility Specialist, I focused on the detail updates for AED Superstore’s e-commerce platform, ensuring a streamlined, brand-consistent, and accessible experience for customers purchasing life-saving AED equipment and training materials.
Key Contributions:
Developed a comprehensive brand guide for the development team to maintain consistency.
Standardized font usage and refined design elements to align with brand identity.
Designed a responsive promotional banner system featuring monthly deals, flash sales, and educational content.
Ensured WCAG 2.1 compliance through thoughtful color system implementation, meeting ADA accessibility standards.
Performed photo editing and image optimization to enhance visual clarity and brand consistency.
Implemented data-driven design solutions to improve user experience and conversion rates.
These enhancements resulted in a modern, accessible, and user-friendly e-commerce platform that effectively serves a diverse customer base while maintaining full ADA compliance.
AEDSuperstore Email Marketing Campaigns
As the marketing designer, I created dynamic, seasonally-relevant email campaigns for AEDSuperstore while maintaining brand consistency and driving sales of life-saving equipment.
Key contributions included:
Developed themed email campaigns aligned with:
National observances (American Heart Month, Hispanic
Heritage Month)Seasonal promotions (Fall refresh packs, end-of-year sales)
Holiday-specific messaging (Presidents' Day, Independence Day)
Flash sale events
Maintained brand integrity through consistent use of:
AEDSuperstore's signature red and blue color palette
Clear hierarchical typography for promotions
Branded call-to-action buttons
Designed strategic A/B testing variations to optimize:
CTA button placement and color
Image-to-text ratios
Promotional content placement
Each campaign balanced promotional messaging, combined urgent sales messaging with educational AED content, achieving higher engagement while maintaining the gravity of life-saving equipment marketing.
The company's 30+ year old brand identity modernized using existing logo colors for recognition and contemporary appeal. Redesigned logo features sleek, versatile elements for improved usability in marketing. Balances honoring history with adapting to market changes.
In an effort to remain current and engaging, I have updated the social media and marketing materials to better align with the brand strategy. The trade show booth content has been revamped to attract more visitors and showcase our latest products and services effectively. Additionally, I have developed various educational materials for both customers and training purposes to employees to provide valuable information and enhance the audience's overall experience. These efforts aim to communicate our message clearly and effectively in all platforms and touchpoints.
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Primary Logo Color Ways
Primary One Color
Favicon
Alternative Logo Color Ways
Alternative One Color
Primary Full Color
Logo Guidelines Implementation
I refined and redesigned AEDSuperstore's comprehensive brand guidelines to ensure consistent logo presentation across all marketing channels. The implementation focused on maintaining logo integrity through strategic placement with appropriate clear space and carefully considered background treatments. I developed standardized solutions for various marketing scenarios, including overlay treatments for photographic backgrounds and minimum spacing requirements, while ensuring all applications met WCAG accessibility standards. This systematic approach resulted in a cohesive brand presence that balanced visibility, design flexibility, and ADA compliance across both digital and print platforms.
Marketing & Tradeshow Products
Information Posters
Vehicle Branding & Advertising
I was responsible for creating a distinctive logo, defining a brand archetype and color palette. I effectively directed social media marketing initiatives and developed advertising strategies. Moreover, I managed print media endeavors and sponsorship programs. Furthermore, I initiated and oversaw the development of a functional website to boost the online visibility and interact more effectively with the target audience.
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Heartsmart: Elevating Life-Saving Equipment Through Accessible Design
As Lead Brand Strategist and Digital Designer for Heartsmart, I transformed their digital presence into an accessible, conversion-focused platform that connects life-saving equipment with those who need it most. This comprehensive rebrand and digital transformation encompassed strategic design systems, e-commerce optimization, and customer engagement initiatives.
Logo Guidelines Implementation
I implemented Heartsmart's logo guidelines across their digital and print materials, ensuring consistent presentation of their brand mark. The focus was on maintaining the logo's integrity through strategic placement, with carefully managed clear space and thoughtful background treatments. I developed
practical solutions for various marketing scenarios, including isolated photographic elements and minimum spacing requirements, resulting in a cohesive brand presence that balanced visibility with design flexibility.
Primary
Secondary
Color System Implementation
I implemented Heartsmart's established color system across their digital and print platforms, focusing on strategic deployment of their signature red and light blue primary palette for main website banners and print collateral covers. The system carefully reserves secondary accent colors to highlight promotions and special features, ensuring visual hierarchy while maintaining WCAG 2.1 compliance. This thoughtful implementation helped Heartsmart maintain brand consistency and accessibility across all touchpoints while providing enough flexibility for engaging marketing materials.
Heartsmart Website Redesign
As the Brand Strategist & Accessibility Specialist I assisted with a comprehensive redesign of Heartsmart's e-commerce platform that focused to create an accessible, user-friendly experience for purchasing life-saving AED equipment and training materials.
My key contributions included:
Developed comprehensive brand guide for development team implementation
Created responsive promotional banner system with monthly, flash sale, and educational content variations
Ensured WCAG 2.1 compliance across platform through careful color system design and accessibility standards passing the ADA compliance
Preformed photo editing and image optimization aligned with brand guidelines
Implemented data-driven design solutions to enhance user experience and conversion rates
The result is a modern, accessible e-commerce platform effectively serving diverse customer segments while maintaining ADA compliance.
Heartsmart Email Marketing Campaigns
As the lead email markerting designer, I executed strategic email marketing campaigns for Heartsmart's medical equipment and training programs, focusing on conversion while maintaining brand integrity.
Key contributions included:
Designed compelling email campaigns using Heartsmart's signature color palette - featuring their distinct red with complementary blues and pastel accent colors
Created modular email templates incorporating branded circular and geometric shapes to maintain visual consistency
Developed automated flows for key customer touchpoints:
Welcome series for new subscribers
AED maintenance reminders
Training certification renewals
Cart abandonment recovery
Maintained WCAG accessibility standards in email designs while preserving brand aesthetics
The email program successfully balanced promotional content with educational resources, driving revenue growth while establishing Heartsmart as a trusted authority in life-saving equipment.