I led creative strategy, identity development, and creative communications for UVA’s $13M University Business Intelligence (UBI) initiative, a University-wide effort to modernize enterprise financial reporting and establish a single trusted source of institutional data. I developed the initiative’s visual identity and communication framework - translating complex reporting, data integration, and dashboard implementation into clear messaging for executive leadership and cross-departmental stakeholders. This work supported adoption of a new enterprise reporting model, strengthened financial transparency and stewardship, and generated significant avoided external agency costs.