Turning “we made a thing” into an actual brand.

It started with a phone call from a Microsoft contact. I was freelancing and had 2 weeks to create something for a new initiative: MCAPS Academy. We delivered—but the work was missing something. It looked great, but it didn’t have an identity. We had made a thing, but I knew we could make it much more. After some quick concepting and a little convincing, Microsoft brought me and a team of creatives, developers, PMs, strategists, and more in-house to build the brand from scratch.

Four years later, that “quick project” became a full brand experience spanning websites, apps, video, presentations, kiosks, print, and 500+ illustrations. Basically, if it could be branded, we probably branded it. And the work delivered results: 5+ year employee program retention tripled, while new-hire engagement jumped 145%.

We didn’t just make a thing. We built a brand, evolved it, and turned an idea into an experience that made an impact.

ROLES : Creative Direction • Creative Strategy • Art Direction • Branding • UI/UX • Prototyping • Project Management • People Management • Budget / Resource Management