STUDIES
MillerKnoll Dealer Rebrand
Role: Brand Architect & Creative Director
Struggling with a dated logo and inconsistent messaging, a commercial interior firm needed a reset to support its transition to a MillerKnoll Certified Dealer. I created a new, original brand architecture to better reflect the gravitas of their legacy as a modern design dealership while aligning them with MillerKnoll’s updated graphic standards.
By leveraging MillerKnoll furniture iconography and positioning the brand as the region’s modern design connection, the system establishes clear meaning and credibility with the firm’s sophisticated commercial interiors audience. Executed over three months across a responsive website, social media, showroom experience, merchandise, vehicle fleet, and business communications, the cohesive system serves as a unified framework to drive increased recognition, relevance, and lead generation.
23% engagement increase
26% conversion rate increase
41% lift in unique site traffic
70% increase in qualified leads
California Hall of Fame
Role: Brand Architect & Creative Director
Facing fragmented visibility across media, digital, and institutional channels, the California Hall of Fame required a unifying brand system capable of scaling statewide while honoring high-profile inductees, the Museum, and the Governor’s Office. I led the creation of an integrated brand architecture leveraging the Museum’s “I AM CALIFORNIA” platform as a connective message across PR, digital, and partner ecosystems.
The system unified storytelling, structure, and distribution, expanding the Hall of Fame from a single in-person ceremony into a cohesive hybrid experience. Executed across web, social, video, media outreach, and a digital toolkit, the program aligned message and meaning to drive sustained growth in awareness, engagement, and viewership across in-person, online, and press audiences.
4X live webcast viewership
260% more earned media coverage
310% exhibit engagement
