My approach

I began by conducting in-depth interviews with team members across the organization to uncover what truly made SGA different. These conversations revealed three core brand voice characteristics that would serve as the foundation for the entire identity: Passionate, Mindful, and Innovative.

With these pillars established, I developed a comprehensive brand personality spectrum that defined exactly where SGA should position itself on key dimensions like “personable vs. corporate” and “spontaneous vs. careful.”

This strategic framework guided the development of a verbal brand guide that equipped the entire organization with tools to communicate consistently across all touchpoints. From sales presentations to candidate communications, everyone now had clear guidelines for how to embody the SGA voice.

For the website redesign, I took a deeply user-centered approach, creating distinct content architectures for SGA’s two primary audiences: job seekers and client organizations.

The site needed to function effectively as both a recruiting platform and a business development tool. I crafted messaging that emphasized SGA’s key differentiators—their passionate service, ethical practices, and innovative approach to problem-solving.

Beyond the website, I completely revamped SGA’s visual identity system across all touchpoints. This included refreshing their social media presence with a cohesive content strategy and visual style that brought their brand personality to life.

Using one PowerPoint design collaboratively developed with Simply180 as inspiration, I created a comprehensive library of template assets that extended across all channels—from social media posts to email signatures to presentation decks.

This system ensured brand consistency while providing the flexibility needed for different communications contexts, establishing a distinctive and recognizable brand presence in their industry.