a cohesive brand
Developing brand standards and ensuring they are adhered to at every touch point is no small feat. The Ashland rebrand in 2016 brought a fresh, modern, industry-shaking image to the chemicals and specialty ingredient industry, and joined disparate business units together under one cohesive brand umbrella. My first challenge was to develop standards that worked across industries from pharma to personal care to construction while meeting the unique needs of each business.
global brand management
Part of my role at Ashland is to ensure our brand standards are well managed in all regions of the world. Ashland operates in North America, EMEA, Latin America, Rest of Asia, and Asia Pacific. In addition to providing brand training and support to our internal teams and external agencies, I built and manage a robust Digital Asset Management system to catalog and track all of our assets.
creative direction
As creative director, I oversee all aspects of creative ideation for corporate and the various business units. Working with the businesses directly to understand their needs and objectives, I develop creative ways to tell compelling stories in line with core brand and work within tight budgets. To ensure Ashland stands out in the market, the brand uses only custom photography. But with shoestring budgets, in addition to the creative direction for each custom photo, I often style the sets myself and create props by hand. View some of the creative photos I have developed for Ashland.