I led creative strategy and identity development for UVA’s $75M Finance Strategic Transformation initiative, a multi-year modernization effort centered on financial governance, data systems, and implementation of a fully integrated Workday platform. I established the initiative’s visual identity and creative communications framework, translating complex operational and technical change into clear, executive- and project-level messaging for University-wide stakeholders. This work provided consistent creative leadership throughout the transformation, supported institutional adoption, and generated significant avoided external agency costs.