DOL Rebranding

I was brought onboard to one of New York State’s largest agencies to lead a comprehensive top-to-bottom rebranding initiative aimed at modernizing its visual identity and improving user engagement across all communication channels. This effort required close collaboration with internal stakeholders, agency leadership, and external vendors to ensure consistency, accessibility, and long-term scalability.

A major component of the rebrand involved redesigning the agency’s massive and outdated website, which had become cluttered, visually inconsistent, and difficult for users to navigate. I led a full UI/UX redesign process, from information architecture and content strategy to wireframes and visual design, focusing on accessibility compliance, clarity, and intuitive navigation. The goal was to simplify the user journey, make key resources easier to find, and present critical information in a clear and visually engaging way.

In addition to the digital overhaul, I developed comprehensive brand templates and toolkits to help designers and staff easily update literature and forms. I also established new standards for social media, video, and digital content, as well as updated signage and environmental graphics to unify the brand experience across physical and digital spaces.

Through a combination of creative direction, graphic and UX design, and systems thinking, the rebrand delivered a cohesive and user-centered design system that elevated the agency’s credibility, improved accessibility, and created a more inclusive and engaging experience for all New Yorkers.

Creative Direction + Design Process

Creative Direction + Management

Oversaw the overall creative vision from concept to execution, establishing visual guidelines, tone, and style.
Managed designers, writers, and vendors to ensure consistency across all materials while providing art direction and refining concepts to deliver cohesive, high-quality outcomes.

Web Design Consultation

Collaborated with the web team to evaluate the existing website and provide recommendations for improved usability, accessibility, and visual appeal.
Guided layout, navigation, and content hierarchy to create a more intuitive, responsive user experience that aligned with updated brand standards.

Social Media Materials

Developed cross-platform social content, including visuals, animations, and templates, to extend the brand identity digitally.
Ensured materials were engaging, accessible, and consistent, reinforcing messaging and encouraging audience interaction.

Print Design + Production

Directed the design and production of small and large-scale print collateral, from brochures and reports to environmental signage and displays.
Ensured all pieces adhered to brand standards, met production specifications, and maintained visual integrity from digital proofing to final delivery.