ni // REBRAND
In 2020, I had the privilege to help lead the global rebrand of a 45+ year old company–National Instruments. As Creative Director and Art Director I was responsible for driving the visual and verbal identity of the NI brand, working with leaders in marketing, advertising, brand, web experience, social, facilities, and product for full development and buy-in to the brand and identity, execution of creative, infusion into the product experience, and development of assets to be used broadly throughout the company. I worked alongside an in-house design team, cross-functional teams, and 8+ agency partners to create the NI brand, translate the new vision and values into concrete creative solutions and pinpoint gaps in creative strategy and execution. The evolution of such a trusted brand brought into focus the true heroes - the engineers and scientists creating ground-breaking technologies and innovations for the greater good. ni.com
