I’m passionate about building brands through building community by leveraging culture and design as tools to help people better experience the world.
ABOUT
I’m passionate about building brands through building community by leveraging culture and design as tools to help people better experience the world.
ABOUT
When I joined Apex, the company had no formal brand identity beyond a logo and a basic color palette. Recognizing an opportunity, I took the initiative to lead a comprehensive brand refresh. I started with research, analyzing competitors, interviewing team members, and meeting with leadership to understand the company's goals. What I found was that most staffing agencies share a remarkably similar visual language; safe, generic, and easy to overlook.
I wanted Apex to be different. The new identity needed to feel bold and striking, communicating innovation and setting the company apart. That vision led me to strong geometric shapes, a high-contrast black and gold palette, and confident typography. From there, I extended the brand across every touchpoint: a full design system covering color, pattern, texture, type, and photography, plus new marketing collateral. The result is a cohesive brand that gives Apex the visual credibility to compete confidently and leave a lasting impression.
*I did not design the logomark or icon