Sendero partners with organizations to solve difficult business problems and navigate change successfully, combining strategic thinking, technology expertise, and a strong commitment to people and long-term relationships.
Following the launch of their new brand identity and website, I led the implementation and expansion of the rebrand across the organization. Working from the foundation established by the web and UX team, I translated the new visual system into a comprehensive suite of brand assets and standards that helped bring the brand to life across every area of the business.
A major focus of my role was translating the newly established identity into a scalable brand system that could be used consistently across the organization. I developed comprehensive brand guidelines, expanded the visual language through stylized iconography, graphic elements and photography direction. I established standards for typography, imagery, color, tone of voice and application. These tools provided employees and marketing teams with a clear framework for bringing the brand to life across a wide range of communications.
Beyond the foundational brand system, I led the development of a broad suite of marketing and business development materials.
This included client case studies, solution guides, sell sheets, email marketing templates, social media systems, award announcements, LinkedIn campaigns, and thought leadership content. By creating flexible templates and repeatable design systems, I enabled the marketing team to produce new content efficiently while maintaining a cohesive brand presence.
I also played a key role in driving adoption of the rebrand throughout the organization. From presentation templates and branded merchandise to employee-facing materials and digital assets, I helped ensure the new identity was integrated into day-to-day operations. Through ongoing art direction, asset creation, image retouching, and creative support, I transformed the rebrand from a website launch into a fully realized brand experience that could scale with the company as it continued to grow.
