I led creative strategy and visual identity development for UVA’s $75M Finance Strategic Transformation initiative, a multi-year effort focused on financial governance, data systems, and the rollout of an integrated Workday platform. I created the initiative’s visual identity and communications framework, helping turn complex operational and technical change into clear, accessible creative for leadership, project teams, and stakeholders across the University. The work brought consistency to a major institutional initiative, supported adoption, and reduced the need for outside agency support.

Problem:
A large, complex transformation needed clear and consistent communication across the University.

Solution:
Built a visual identity and communications framework to make the initiative easier to understand and support.

Deliverables:
Creative strategy, visual identity system, communications framework, stakeholder-facing creative, ongoing creative direction