The Challenge

• Brand perception varied across markets and stakeholders

• Visual identity and messaging lacked consistency

• Rapid expansion required a more scalable, unified brand system

• Internal alignment across teams and regions needed strengthening

Approach

1. Discovery & Research

I led a full discovery process to ground the work in insight, not assumption:

• Conducted a SWOT analysis to assess brand strengths, gaps, and opportunities

• Facilitated focus groups and stakeholder interviews across the organization

• Gathered input from staff, fellows, and external partners

This phase surfaced key themes around identity, voice, and perception that informed every decision moving forward.

2. Strategic Direction & Partnership

I partnered with an external design firm to translate insights into creative direction.

• Guided the agency using clear strategic inputs from research

• Ensured alignment between brand expression and organizational mission

• Maintained ownership of the overall vision and decision-making process

3. Brand System Development

Using research findings, I developed a comprehensive brand framework and tools:

• Authored a new brand vision and positioning document

• Created a detailed style guide to ensure consistency across all touchpoints

• Led development of a new logo system, including sub-brands and program identities

The goal was not just a new look—but a system that could scale across cities, programs, and teams.

4. Execution Across Channels

I led the rollout of the new brand across all major platforms and assets:

• Oversaw the design and launch of a new website

• Directed creation of marketing collateral and branded materials

• Developed branded swag and launched an online store

• Ensured consistency across digital, physical, and experiential touchpoints

5. Internal Rollout & Alignment

Before going public, I led an internal “road show” to ensure organizational buy-in:

• Presented the new brand to internal teams across markets

• Provided guidance on how to apply the new identity

• Built alignment and excitement ahead of launch

This step was critical in turning the brand into something teams could actively use—not just observe.

6. External Launch

I led a multi-channel rollout designed to reintroduce Surge to its audiences:

• Produced and deployed video content to tell the brand story

• Developed an e-communications strategy to engage key stakeholders

• Executed a coordinated social media campaign to drive visibility

Impact

• Established a unified, scalable brand system to support national expansion

• Strengthened brand clarity and consistency across markets and channels

• Increased internal alignment and adoption of brand standards

• Elevated Surge’s external presence with a more modern, cohesive identity

Key Takeaway

This project reflects my approach to brand leadership: grounding creative work in strategy and research, building systems (not just assets), and ensuring adoption through strong internal alignment and execution.