Designed the firedog logo, which was selected by executive leadership and the partner advertising agency from multiple concepts developed across internal teams and external agencies

Partnered with the advertising agency and internal Creative Projects team to refine and finalize the brand identity

Contributed to development of the brand style guide, ensuring clear standards for logo usage, color, typography, and application

Collaborated with cross-functional marketing teams to extend the brand across campaigns, collateral, and customer touchpoints

Supported implementation of the brand across national retail and service environments

Created a brand that differentiated services from core retail while remaining connected to the parent company

Developed a personality-driven identity that conveyed approachability, speed, and technical expertise

Ensured flexibility of the mark for use across uniforms, vehicles, digital platforms, and print applications

Prioritized consistency through structured guidelines to support national rollout across multiple teams and vendors

Logo design and identity system

Brand personality and visual language

Comprehensive logo usage and style guide documentation

Service vehicle graphics and environmental branding

Employee uniforms and apparel

Business cards, letterhead, and corporate collateral

Marketing materials including brochures, leave-behind pieces, and service communications

Digital presence including website design and supporting graphics

In-store and service-related branded materials

Selected as the official brand identity from a competitive set of internal and agency-developed concepts

Established a recognizable and differentiated national services brand within a Fortune 500 retail environment

Successfully translated across a wide range of applications, from vehicles and uniforms to digital and print

Enabled consistent brand execution across internal teams, external partners, and service channels

Contributed to positioning firedog as a credible, customer-friendly alternative in the emerging tech services space