Brand Stewardship
Stories that Stick, Voices that Last
A brand isn’t just a logo—it’s a lived experience.
I’ve shaped campaigns that honor history while speaking to the moment, from VMI’s “Don’t Do Ordinary” to digital storytelling that reached global audiences at Northrop Grumman.
My approach weaves creativity with consistency, ensuring brand voice resonates across print, digital, and human interactions alike.
Case Study
Brand Strategy at VMI
Honoring Tradition, Building the Future
When tradition runs deep, transformation requires both courage and care.
At Virginia Military Institute, I led a comprehensive brand reimagining—updating, expanding, and codifying the Institute’s identity across the Corps, Foundation, Alumni Agencies, and NCAA athletics.
The result was a unified, future-facing brand that still honors its heritage while connecting authentically with today’s students, families, and alumni.
The Challenge
VMI’s identity was steeped in legacy, but its messaging lagged behind—fragmented, defensive, and disconnected from what prospective cadets were seeking. Enrollment and retention goals, as well as diversity initiatives, required a bold reframe: a brand that could sustain tradition while telling a more dynamic, inclusive, and forward-looking story.
As Director of Online Communications & Branding, I served as the Institute’s chief brand strategist. I:
Designed the concept, positioning, and narrative of VMI’s refreshed identity.
Led a rebrand spanning recruitment, advancement, alumni relations, and athletics.
Established governance systems and toolkits for consistency across VMI and its affiliated agencies.
Aligned NCAA athletics branding with institutional storytelling for a unified public presence.
That resulted in:
Unified brand adoption across VMI, Foundation, Alumni Agencies, and Athletics.
19% increase in women’s applications; stronger diversity across the applicant pool.
Reduced cadet attrition, showing brand alignment with reality.
Strengthened alumni and family pride through authentic, transparent narratives.
A Campaign that Become a Cornerstone
The campaign centerpiece, Don’t Do Ordinary, became more than a slogan—it was a call to action. And remains VMI’s cornerstone identity, still in use years later.
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Audience Expansion & Inclusion
Reaching diverse audiences required more than one message.
Women’s Recruitment: Campaigns featuring authentic voices → 19% increase in applications.
ROTC Recruitment: Collateral tailored to leadership pathways.
Parents: ROI-focused brochures addressing family decision-makers.
Diversity: Expanded photo library reflecting a representative, inclusive Corps.
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Digital & Visual Identity Transformation
Redesigned navigation and web architecture to reflect modern cadet life.
Expanded visual palette beyond black, red, and yellow, drawing from uniforms, landscape, and heritage.
Standardized iconography, typography, and UI elements across departments.
Built a comprehensive brand toolkit to ensure adoption and long-term consistency.
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Collaboration & Governance
Change at VMI required cultural buy-in.
Conducted workshops and collaborative review sessions across departments.
Established governance structures and editorial calendars for campaign sustainability.
Shifted institutional culture from reactive PR to proactive, audience-centered storytelling.
Advancement Impact
The new brand identity didn’t just transform recruitment—it became the foundation for philanthropy.
The same message that inspired prospective cadets also inspired alumni, parents, and friends to invest in VMI’s future.
Adopted by the VMI Foundation and Alumni Agencies, the campaign’s storytelling and governance fueled An Uncommon Purpose: A Glorious Past, A Brilliant Future, the Institute’s largest-ever capital campaign.
$323.6 million raised from 15,244 donors, surpassing the original $225 million goal by more than 33%.
Established a unified voice that scaled across donor communications, alumni engagement, and fundraising events.
Provided Advancement with the creative framework and assets to tell VMI’s story consistently and persuasively.
Brands endure by balancing tradition with transformation.
At VMI, I crafted a story that was bold enough to attract new cadets, inclusive enough to reflect today’s Corps, and authentic enough to be adobpted by alumni, parents, and the Institute itself.