Multi-channel Visual Branding

Brand System & Website Redesign

Creative direction • Project management • Brand implementation

About

I led the creation of UNC-Chapel Hill Library’s first organization‑wide visual brand, unifying identity across print, digital, web, and signage. In collaboration with leadership, UX, web development, and a freelance designer, I guided brand strategy and developed visual standards that aligned with the broader University brand.

I applied the new brand through a full website redesign. I developed accessible layout systems and web layout guidelines. The site serves approximately 1 million homepage views and 4 million page views annually.

My Role

Led brand research, stakeholder engagement, and strategy.
Developed brand perception survey to inform brand development.
Directed freelance graphic designer on visual brand assets and brand guide package.
Planned and executed brand rollout across channels.
Collaborated with UX and web teams on brand system for website redesign.
Designed templates impacting 500+ pages of web content.

Outcomes

A flexible brand system that supports consistency, accessibility, and long‑term growth.
Approx. 200 webpages redesigned and over 60 WordPress patterns created.
Approx. 75% of students said the redesigned site was easy to use.