Background

The Big Deal Squad

IBM's premier in-house agency, the Big Deal Squad, closes high-value ($MMM-$B) deals for Global Business Services (GBS) in North America. This team of experts—in deal qualification, relationship strategy, competitive intelligence, sales coaching, and creative services—elevate and differentiate the IBM brand through cutting-edge engagement plans and powerful experiences that deliver on the strategy of IBM's businesses in the marketplace while capturing the hearts, minds, and loyalty of clients.

As Senior Creative Consultant, I developed the logo for our team with the inspiration of the bee in IBM's rebus logo. The mark represents our dedication to move IBM's business priorities forward, innovate new marketing solutions, and deliver distinctly immersive client experiences that drive one of the highest win rates in the company.




Tones
⬤  IBM Cyan  
⬤  IBM Blue

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Signature brand melding

IBM's Watson Jr. once declared that “good design is good business.” The Big Deal Squad activates this by melding our brand with those of our clients in singularly unifying, one-of-a-kind moments that convey our differentiation in a client-obsessed way: one which can only be expressed by the IBM brand.


Background

Amplify Public Affairs

Amplify was the next generation in Washington DC public affairs, leading the way in the integration of new media and traditional communications strategies. With unequalled expertise in aligning allies, connecting voices, and promoting action, Amplify served as a relationship builder, forging and sustaining win-win collaborations to move issues forward and influence targeted audiences through compelling creative and original experiences.

During my time as Creative Director from 2012-2014, I had the privilege of leading a new brand vision for the firm to commemorate a decade of service on DC's famed K Street. Given our client base being focused in DC, the skyline became the inspiration for the mark, with iconic landmarks rendered as soundbars.

Amplify ceased operations in 2018, but the mark remains on LinkedIn.




Tones
⬤  Gold  
⬤  Sky







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Background

APEX Leadership Summit

Every three years, the National Queer Asian Pacific Islander Alliance (NQAPIA) holds a national leadership summit. The 2012 summit coincided with my tenure as Managing Co-Chair of AQUADC. Having just re-branded AQUADC and with the opportunity to co-host the conference in DC, I branded the summit as an extension of AQUADC. The resulting mark, a radiating silhouette of the AQUADC mark, balances the pinnacle of leadership with the fluidity of personal growth. Digital assets were prepared for the conference, including video panel signage that served as wayfinding tools for attendees.



Tones
⬤  Cool Blue 
⬤  Fresh Green
⬤  Glam Gold
⬤  Fab Orange
⬤  Hot Red
⬤  Royal Purple

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Background

KhushDC

KhushDC is a social, support and political group that provides a safe and supportive environment, promotes awareness and acceptance, and fosters positive cultural and sexual identity for lesbian, gay, bisexual, transgender, questioning (LGBTQ) and additional gender or sexual minority South Asians in the Washington, D.C. metro area.










Background

Dragon Recruiting

Dragon Recruiting is a talent acquisition consultancy focused in Asia markets. Mythical dragons in Asian cultures are traditionally depicted as chasing a pearl while moving in a sinuous, undulating manner—meant to represent a continuous pursuit of wisdom. This narrative parallels with the recruitment aspect of the business and the company's dedication to source quality talent, while balancing clients and candidates with purpose and agility.



Tones
⬤  Jade Green 
⬤  Lucky Red










Background

Cleftomaniacs Acapella

The Cleftomaniacs is the premier, award-winning co-ed a capella group at the University of Maryland, Baltimore County. They take the stage and steal the show at performing arts centers, university events, music festivals, and private events. They charge each performance with heart and humor, covering genres from Top 40 to Motown, and are known for stunningly choreographed performances.

I designed the logo during my time with the Cleftos as a baritenor from 2010-2011, which saw our first awards at the Varsity Vocals International Championship of Collegiate A Cappella (ICCA) competitions and our first studio recording sessions.



Tones
⬤  Blue