ROLES
Associate Creative Director
Editorial Director
I occupied a unique hybrid role at TPG that straddled client side brand and content marketing and agency-side brand strategy. I initially started at TPG as a marketing specialist—a role I quickly outgrew after a few months. Seeing multiple opportunities to improve our marketing efforts through digital channels, I proposed a series of initiatives that quickly led to launching and leading TPG’s Content Studio. In addition to my editorial oversight of the firm’s marketing output, I also worked within the firm’s Branding and Experiential Graphics team to deliver brand consultancy services to clients who often had commissioned TPG to design and build new offices, retail stores, and restaurants.
Moving Forward
On the cusp of its 35th anniversary and a physical relocation, TPG Architecture found itself in an advantageous position to refresh its brand.
Tasked with creating not only cosmetic changes to the 35 year-old logo wordmark, the Branding & Experiential Graphics Studio embarked on an effort to wholly understand the firm and its culture to create a distinct brand message—something TPG itself had struggled to define since the firm’s infancy.
Inspired by Danny Meier of Union Square Café fame and his philosophy of putting employees first, TPG’s Founder Jim Phillips sought a people-centered ethos in developing a tangible representation of the culture he sought to cultivate.
Anchored by a detailed brand manifesto, the simple yet bold brand messaging spotlights the firm’s most important assets while celebrating the firm’s underlying design philosophy of creating future-ready spaces, inspiring confidence in its clients and equipping them with the tools to have their businesses thrive for many years to come.
The project culminated with an anniversary video I created that launched during firm's annual Town Hall Meeting to introduce the new brand.
Visual and Verbal
Brand Refresh
At TPG Architecture, I led a refresh of the firm’s marketing materials to address inconsistent tone, language, and visual presentation. I created verbal branding guidelines to standardize voice, naming conventions, and storytelling approach across all channels.
Text was rewritten to be more concise and conversational, highlighting project challenges, opportunities, and outcomes rather than generic design descriptions. I also redesigned templates to give breathing room for all copy and photography (see the before and after below), outlined new photography guidelines, and revamped presentations to prioritize imagery and succinct copy—allowing speakers, not slide text, to lead the story.
Expanding Brand Presence Through Content
After launching TPG’s new identity, I saw an opportunity to modernize how the firm marketed itself. Architectural firms typically relied on broker relationships to secure RFPs, limiting exposure and type of work. I proposed leveraging digital media to break that mold — introducing video and content storytelling as new ways to highlight our expertise and humanize the brand.
The output, while scrappy and primitive compared to today’s standards, featured Design Director Mavis Wiggins and marked the start of TPG’s in-house content studio, which I built and led. I created an editorial calendar aligned with key press outlets, produced and edited videos, and later expanded the effort to include white papers and thought leadership on workplace design trends. The initiative elevated the firm’s visibility and positioned TPG as a more dynamic, forward-looking brand.
Photography & Styling
As part of the new brand identity, I developed a cohesive visual aesthetic for our photography, streamlining our once-haphazard headshots as well as styling and managing the photography of all projects (and occasionally photographing some projects myself).
Internal Communications
In addition to revamping and overseeing external brand and content marketing output, I also led the creation of all internal corporate communication materials including various announcements, events, videos, as well as the annual Town Hall meeting.
