Foster School of Business rebrand 

The Foster School of Business faced a fragmented user experience and a brand identity that undersold its value in a competitive graduate education market. Partner-led content decisions led to inconsistencies across web, email, and social channels, diluting our message to prospective students, current students, and alumni.

As Director of Marketing, I led the strategy, alignment, and execution of a comprehensive rebrand alongside a cross-functional team of designers, content creators, and project managers. I partnered with leadership to define key narratives and worked closely with our Director of Design to reimagine the visual identity. In parallel, I introduced a funnel-first content framework to unify messaging across the applicant journey—from awareness to application, while serving as an internal advocate for operational efficiency and process innovation within the marketing team.

• Market and Messaging Strategy: Validated product-market fit and refined key personas to ensure the rebrand addressed high-intent decision drivers.
  
  

• Positioning and Brand System: Led development of new brand architecture and guidelines to align messaging across internal teams and partner touchpoints.
  
  

• Agency Partnership Oversight: Selected and managed external agencies, aligning creative execution with business strategy.
  
  

• Content and Funnel Strategy: Designed and implemented an end-to-end content ecosystem with narrative alignment, CTAs, and nurture flows built into the website structure.
  
  

• Brand Activation: Launched new branded merchandise as a tangible expression of the brand refresh, boosting internal adoption and community affinity.

The rebrand positioned Foster with a more differentiated, premium identity in the graduate business education space. Early indicators show improved engagement and lead quality, with web performance and program-specific inquiries trending upward. The new messaging system created internal alignment and provides a foundation for continued lifecycle optimization.

"Best Rebrand" Awarded by UCDA Annual Design Awards.

Donuts Inc. operated a portfolio of domain name products under a name that no longer reflected the scope or ambition of the business. As the company expanded its category leadership and partner ecosystem, the brand needed a new identity that could carry a broader, more credible story to partners, media, and customers — becoming Identity Digital.

As Senior Marketing Manager, I was part of the core marketing team through the rebrand process, focused on partner engagement, content strategy, and market positioning. I worked closely with an external creative agency and cross-functional stakeholders to help shape the new identity and bring it to partners and audiences.

• Strategic Partnership Nurturing: Maintained and strengthened partner and community relationships through the transition, ensuring continuity of trust during the name change.

• Creative Agency Partnership: Collaborated with an external creative agency on market research, strategic positioning, and planning for the new brand identity.

• Brand Representation: Participated in the renaming process, representing marketing's perspective on naming and positioning decisions.

• Partner Activation: Supported partner engagement with newly rebranded assets and messaging, helping partners transition their own materials and communications.

• Content and PR Strategy: Led social and PR content strategy to introduce the new brand identity to media and industry audiences.

The rebrand successfully repositioned the company from Donuts Inc. to Identity Digital, aligning the brand with its expanded category leadership and partner ecosystem. The transition maintained partner trust and continuity while establishing a more credible, scalable identity for the business's next phase of growth.