Brand Guidelines & Design Systems
Branding work in my career has centered on translating strategy into clear, usable design systems that teams can implement consistently across channels. I have directed, designed, and documented brand identity systems for master brands, hardware platforms, and product lines, including Western Digital, SanDisk, SanDisk Professional, Virtually Live, and PlayStation.
Role: Creative Director / Designer
Focus: Brand identity systems and visual language development
Scope: Built scalable brand systems and guidelines supporting consistent execution across packaging, retail, digital, and marketing communications
Environment: Global technology brands, startups, and consulting engagements
Lexar
While not a formal global brand system from headquarters, I developed and implemented a practical design framework that translated the Lexar brand into repeatable execution standards across marketing and product communications.
The framework was built around the defining angle of the X in the Lexar logo, using that geometry to guide layout structure, typography, and graphic alignment across print, digital, retail, and event materials. By standardizing elements such as logo placement, font usage, and layout formats, the system simplified production decisions and allowed designers to focus more attention on the product itself, resulting in faster and more consistent project delivery.
Project: Lexar Execution Design Framework
Role: Creative Director, Designer
Scope: Developed and implemented a working design system based on the geometry of the Lexar logo to support consistent execution across print, digital, retail, and event communications
Timeline: Ongoing implementation across marketing and product launch initiatives
SanDisk
After two agencies developed the high-level concepts behind the SanDisk brand refresh, I led the effort to translate those ideas into a detailed, actionable brand system across the master brand and five product lines. Working with my team, we developed multiple design options, collaborated with stakeholders to achieve alignment, and delivered a complete, fully functional brand system ready for execution.
Project: SanDisk Brand Identity Guidelines and Templates
Role: Creative Director, Copywriter
Scope: Developed a new design language for the SanDisk brand and product lines to support consistent execution across digital, print, and packaging
Timeline: 10 months
ANIMATED LOGO
As video and digital platforms became increasingly central to product launches and brand communications, SanDisk needed a motion version of its logo that could be used consistently across presentations, advertising, and digital experiences. I led the development of the animated SanDisk logo, translating the brand’s visual identity into motion while ensuring the animation remained simple, recognizable, and aligned with the brand’s character.
Working with animation partners, I developed the creative brief, guided concept exploration, and directed the animation process from storyboard through final client presentation. The work focused on expressing the brand’s core idea — saving and sharing stories — through clear, purposeful motion that could scale across multiple platforms and use cases.
Project: SanDisk Animated Logo Development
Role: Creative Director
Scope: Developed the creative brief, directed concept exploration, and led the design and production of an animated version of the SanDisk logo for use across digital media, presentations, and marketing communications
Timeline: 8 weeks
SanDisk Professional
In 2021, G-Technology was rebranded as SanDisk Professional, requiring a new design system that unified prior agency work, the legacy G-Tech brand, and the SanDisk visual language across digital, print, and packaging. I led the design process, developing templates and guidelines and overseeing implementation in close collaboration with marketing leaders and cross-functional creative teams.
Project: SanDisk Professional Brand Identity and Guidelines
Role: Creative Director, Project Manager, Designer, Copywriter
Scope: Developed a new design language integrating the G-Tech legacy, SanDisk branding, and prior agency work across digital, print, and packaging
Timeline: 16 weeks
Western Digital
The company wanted to strengthen brand awareness across its product portfolio while preserving the independent positioning, visual identity, and messaging of each product brand. To support this goal, my team developed the Western Digital Innovation mark — an endorser element that maintained a clear visual connection to the parent brand, similar to brand architectures used by companies such as Unilever, Procter & Gamble, and Sony.
Project: Western Digital Innovation Endorser System
Role: Creative Director
Scope: Designed an endorser brand architecture for packaging and marketing materials across multiple product lines
Timeline: 10 weeks (7 weeks for packaging, 3 weeks for marketing)
Virtually LivE
I designed each spread to demonstrate the core Virtually Live brand elements while showcasing the flexibility of the overall system. The guide served as both a cultural reference for the organization and a practical tool for designers implementing the brand across communications and experiences.
Project: Virtually Live Brand Identity and Guidelines
Role: Creative Director, Writer
Scope: Developed a brand identity guide that defined the company’s culture, mission, and audience while demonstrating how the brand system should be applied across marketing and product communications
Timeline: 8 weeks
PlayStation: Exclusive Partnerships
Beginning in 2013, I led the design strategy and execution for PlayStation Exclusive partnerships, building alignment across internal teams and third-party publishers. The program established a consistent framework for co-branded launches, and by the end of 2014, PlayStation’s brand visibility increased by up to 28%.
Project: PlayStation Exclusive Branding
Role: Creative Director, Copywriter
Scope: Developed a complete design system that integrated with third-party publisher brands while maintaining PlayStation’s visual identity across product launches and marketing programs
Timeline: 12 weeks
PlayStation: Brand Archetype
I was part of the senior leadership team responsible for defining the PlayStation brand archetype — a strategic framework used to guide how the brand communicates with its audience. Brand archetypes provide a consistent lens for messaging, tone, and visual expression across all customer touchpoints.
The team selected the Magician archetype to represent the PlayStation brand. My role was to translate the strategic direction into a visual language, leading the design efforts to bring the archetype to life across communications and product experiences.
Project: PlayStation Magician Visual System
Role: Creative Director, Project Manager
Scope: Developed branded imagery supporting the new archetype across events, packaging, retail, and digital communications
Timeline: 6 weeks
The visual direction established through this work became the foundation for PlayStation 4 communications and continues to influence the brand today.
PlayStation: Master and Sub-Brand Guidelines
The PlayStation brand design language evolves with each new platform launch. From 2007 through 2014, I led the team through six brand redesign cycles, developing updated guidelines and systems to support each platform transition.
Project: PlayStation Brand Guidelines
Role: Creative Director, Project Manager, Copywriter
Scope: Developed integrated design systems supporting communications across North and South America, including packaging, retail POP, print materials, events, digital advertising, and public relations
Timeline: 14 weeks