brand

identity and infrastructure

I redesigned the visual identity for an engineering consultancy and built the standards to keep it intact. The examples below cover how I rebuilt the firm’s presence across print and digital platforms, from the website to sales materials to project deliverables. In each instance, I devised an operational strategy and replaced an ad hoc process with a defined method that governs how work is produced and showcased.

Case Study #1: Website Design

restructuring a digital presence

Challenge

CRAFT’s previous website design was outdated, and the navigation was clunky. The site did not showcase the depth of their professional capabilities—namely their innovative and collaborative engineering processes. From a technical standpoint, the website frequently produced loading errors. The team relied on an outside consultant to upload and update content, creating a costly and time-consuming dependency. Initial external redesign efforts proved cumbersome and frustrating, making it difficult to move the project forward.

The redesign process began with an internal reevaluation of the company’s ethos and philosophy, narrowing in on how their digital presence could better showcase their capabilities. To make effective use of leadership’s limited time, I moved quickly into hands-on design and prototyping.

Key actions included:

  • learning Figma to prototype the site directly

  • iterating through dozens of layouts and functional structures

  • selecting and coordinating the outside designer and developer

  • continuing design iterations during development

  • shaping an easy-to-learn backend and asset structure

Solution

Case Study #2: Sales-Enablement Content

moving beyond the PDF

Sales conversations were frequently slowed down by fragmented presentation materials. Demonstrating firm capabilities required switching between multiple tools and software environments to explain complex concepts, which made impromptu conversations difficult and broke momentum during live calls. The website, while effective as an online presence, was not designed to support real-time sales pitches. Teams relied on ad-hoc presentations and scattered files and links rather than a centralized, easily accessible resource.

Challenge

I repositioned the website to function as a customer-facing tool that could support live sales conversations, in addition to top-of-funnel marketing.

Key actions included:

  • coordinating with engineers to create technical imagery for the site


  • integrating technical visuals into web pages for immediate reference


  • structuring pages so complex concepts could be explained during live calls without auxiliary materials


  • enabling engineers to walk through projects naturally during on-the-fly conversations


  • eliminating reliance on static decks and fragmented files

Solution

Case Study #3: Brand Standards

standardizing design deliverables

CRAFT’s intentionally diverse team worked across different software and deliverables, creating coordination challenges. Outputs varied widely in format and design, leading to inconsistent documentation and promotional materials. The firm also lacked processes to visually communicate its engineering capabilities through technical imagery. Advanced structural systems were often not visible in final project photography, and there were few high-quality diagrams to convey the complexity of the work.

Challenge

Redesigned Request for Qualifications, sample project spread

I developed a set of brand-consistent formatting and visualization standards to support collaboration across disciplines and improve how technical work is presented. Templates and master documents streamlined deliverable creation while maintaining flexibility across workflows. In parallel, I established a visual system for technical diagrams, elevating rendering quality to better communicate engineering intent and complexity.

Key actions included:

  • creating master documents and templates for consistency

  • standardizing formatting across teams with different tools

  • developing a material palette for technical diagrams

  • pushing modeling/rendering capabilities to improve visual clarity

  • aligning all external documents under a cohesive brand system

Solution