Dante & Audinate Brand Transformation

As Director of Marketing at Audinate, I led a global brand transformation to prepare the company for its next stage of growth. Audinate, creator of the industry-leading Dante media networking technology, faced a growing challenge: customers knew and loved the product, but had difficulty connecting with the company behind it.

My task was to bring clarity to that relationship and set a strong foundation for future brand expansion. Through global research, internal collaboration, and creative leadership, we delivered a fresh brand architecture, identity, and digital experience that aligned the business with its vision without sacrificing recognition or equity.

What I Did

  • Led the global brand strategy initiative as Director of Marketing, working closely with executive leadership

  • Commissioned and managed qualitative brand research, including one-on-one perception interviews in the U.S., U.K., Germany, and China

  • Facilitated executive decision-making around brand naming, architecture, and long-term positioning

  • Developed a house of brands strategy, maintaining the Audinate name as the corporate identity and elevating Dante as the flagship product

  • Led the RFP and agency selection process, choosing Bedow as our creative partner

  • Conducted internal leadership workshops to define and align the brand narrative

  • Directed all brand execution, including identity systems and website development for both Audinate and Dante

  • Oversaw launch and rollout, serving as internal brand steward to ensure consistency across channels

Results

  • Created a clear, flexible brand architecture that supported both corporate and product storytelling

  • Launched audinate.com as a refined corporate hub and getdante.com as a customer-facing product platform

  • Unified brand identity across both domains, with distinctive visuals and aligned messaging

  • Preserved global brand equity while reducing confusion around the company-product relationship

  • Positioned the brand for long-term scalability, including M&A and product expansion

This project was a masterclass in navigating complexity. We balanced global insights with executive expectations, brand equity with clarity, and creativity with structure. By the end, we didn’t just have a new look, we had a brand system that fit the business and resonated with its future. It was an honor to lead that process from inside the company.

View the full case study on Bedow

Role: Director of Marketing
Partners: Bedow (Design & Identity). Cognito (Research), Incubate Design (Campaign)

Biamp Systems Rebrand

As Head of Marketing at Biamp Systems, I led a company-wide rebrand to reposition the organization for a new era of growth and innovation. Biamp, a global leader in professional audiovisual technology, was expanding its offerings and entering new markets. Our brand needed to reflect that evolution clearly, confidently, and consistently.

Rather than outsourcing the work, I built and led a lean but highly capable in-house creative team. Together, we developed a modern identity system, refined the brand voice, and created a unified narrative that spoke to both internal and external audiences.

What I Did

  • Defined the brand strategy to support Biamp’s global business goals

  • Led the creative direction across all touchpoints, visual and verbal

  • Built and managed the internal creative team, including hiring the Creative Services Manager and Graphic Designer

  • Aligned executive leadership and product teams around a unified brand vision

  • Directed cross-functional execution, including print, digital, event, and environmental assets

  • Oversaw rollout planning, internal brand adoption, and ongoing brand stewardship

Results

  • Launched a modernized identity that positioned Biamp as a forward-thinking global brand

  • Established a flexible design system used across marketing, product, and internal communications

  • Strengthened internal alignment around brand values and customer promise

  • Enhanced credibility and clarity in key international growth markets

This project reinforced my belief that the most effective brand work is rooted in clarity, collaboration, and courage. Building a brand from the inside out isn’t always the easiest path, but it’s often the most lasting. By empowering an internal team and aligning the organization around a shared story, we created more than a new look we built a brand system with real staying power.

Role: Brand Strategy & Creative Leadership
Team: In-house creative team (Creative Services Manager, Graphic Designer)

Viewpoint Construction Software Rebrand

As Marketing Communications Manager at Viewpoint Construction Software, I led a company-wide rebranding initiative during a pivotal growth phase. The founder and CEO had made the strategic decision to scale the business and brought on external venture partners to support that vision.

The company needed a more modern, unified brand presence to reflect its ambitions and expanding product capabilities. I was responsible for creating the new logo, hiring key creative partners, and building the in-house marketing communications team to bring the vision to life.

What I Did

  • Designed the new company logo, establishing a visual foundation for the rebrand

  • Led the hiring and creative direction of a web design agency to develop the new corporate website

  • Built the internal marketing communications team, hiring an in-house designer to support print and digital assets

  • Directed the creation of branded collateral, including product sheets, case studies, internal signage, and sales enablement materials

  • Developed branding for the annual user conference, including theme development, signage, and experience design

  • Ensured brand consistency across departments, sales channels, and customer communications

Results

  • Introduced a refreshed brand identity that supported Viewpoint’s strategic growth and product expansion

  • Built a scalable internal marketing function to support a growing customer base

  • Enhanced customer experience through clearer messaging and elevated brand presentation

  • Created an event brand that reinforced community and customer loyalty at the company’s annual conference

Role: Marketing Communications Manager
Team: Internal designer, external web agency

Year: 2010

Carfeinated – A Visual Storytelling Project

Carfeinated is a personal creative project that explores the relationship between people and their cars — not as machines, but as identity, memory, and expression. I created the brand to showcase authentic automotive culture through photography, storytelling, and personal interviews.

From brand identity and naming to photo essays and publication design, I’ve developed every part of the project. The focus is on real people and the emotional connection they have with their vehicles — not polish or perfection, but story and soul.

What I Did

  • Created the name and identity for the project

  • Photographed real people and their vehicles, capturing natural light, personality, and context

  • Wrote accompanying narratives and interviews, published on Substack

  • Handled layout, editing, and production for all digital content

  • Built and nurtured the project’s tone and voice, rooted in curiosity and care

Why It Matters

The project sharpened my eye for visual storytelling and deepened my belief that every great brand begins with empathy, attention, and a point of view. Through Carfeinated, I found a quiet space to create, connect, and stay grounded in the kind of curiosity that fuels my best work.

Role: Creator, Photographer, Brand Builder
Platform: carfeinated.substack.com