Creative Director | Brand Designer | Multimedia Specialist
Cornell University - eCornell
branding
At eCornell, a division of Cornell University, I led a comprehensive rebranding initiative that transformed the company's visual identity and messaging across all platforms. This large-scale effort was grounded in strategic thinking and creative direction, aligning the brand more closely with Cornell's reputation for excellence while positioning eCornell as a modern, forward-thinking leader in online education.
I established detailed brand guidelines that formed the foundation for a cohesive and elevated presence. This drove the redesign of all major brand touchpoints, including printed marketing materials, event booths, promotional items, as well as internal and external presentations. I also developed a complete suite of digital assets, such as social media content, video advertisements, and testimonial videos.
In addition to evolving the visual language, I oversaw a complete redesign of our corporate website and Learning Management System (LMS). These upgrades improved user experience and interface consistency, benefiting both learners and staff. The redesign streamlined navigation and usability while reflecting our updated brand across the entire digital ecosystem.
My efforts included producing dynamic, story-driven multimedia campaigns that enhanced audience engagement. I also implemented scalable systems for accessibility and asset management that ensured long-term brand integrity and WCAG compliance. This created operational efficiencies that supported ongoing growth and innovation.
CHALLENGE
Redefine eCornell’s brand identity as a forward-thinking EdTech leader
Honor Cornell University’s storied heritage and academic rigor
Craft a visual identity that bridges tradition and transformation
Develop a verbal identity that feels both trustworthy and dynamic
Ensure accessibility on par with a cutting-edge online classroom
RESULT
A cohesive, modernized eCornell identity that feels unmistakably Cornell yet uniquely its own
Close alignment with Cornell’s historic branding, featuring a richer, more saturated eCornell red paired with deep charcoal greys
Striking contrast that immediately commands attention
Bold, contemporary typography that cuts through digital noise
A minimalist design philosophy with generous negative space to guide focus to key messages
Consistent application of the refreshed palette and pared-back approach across web, print, video, and animation
A visual strategy that honors Cornell’s academic prestige while positioning eCornell as a forward-thinking EdTech leader in today’s fast-paced online learning landscape
Web DESIGN
I led the redesign of the eCornell website from concept to launch, ensuring it aligned with our new brand identity. I revamped the site architecture, optimized every page for search engine optimization SEO and UX, and oversaw all visual assets. As a result, we achieved a 35% increase in page views. Additionally, I redesigned the shopping cart flow, which contributed to a 22% rise in conversion rates. The new site also replaced several manual sales tools, empowering our sales and enterprise teams during client presentations.
Highlights
Revamped navigation and layouts to surface programs and key details up front
Directed art direction and image sourcing across hundreds of pages
Redesigned the shopping cart experience, boosting form submissions by 22%
Built 250+ program landing pages to streamline the customer funnel
Created a centralized Keynotes hub and blog section
Adjust the slider to view Before & After.
Click the link to see the full web project.
Scroll to sample a webpage example.
Marketing collateral
I led my design team in bringing our new brand identity to life across a wide range of marketing assets. We created flyers and case studies for presentations to 300+ global corporate partners. We designed trade show booths, print advertisements for magazines such as Delta Magazine, and branded posters for events. Every piece adhered to PDF accessibility standards.
Additionally, I implemented a digital asset management system that ensured brand consistency and reduced production costs by 25%. We produced standard ads and HTML5 ads for Google, Meta, and LinkedIn, where I directed the art for these ads, as well as for our regular and HTML5 emails and organic social posts. Our new email and UGC initiatives, including campaign swag, resulted in a 45% increase in lead generation and a 150% rise in enrollments.
Highlights
Developed flyers and detailed case studies for 300+ corporate partners
Designed trade show booth, print ads and event posters
All print documents conformed to WCAG accessibility compliance
Rolled out a digital asset management system that cut costs by 25%
Produced standard and HTML5 ads for Google, Meta and LinkedIn with full art direction
Directed art in emails and organic social posts
Led email and UGC campaigns (with custom swag), driving 45% more leads and 150% higher enrollments
visual
narratives
A key focus of my work at eCornell was leading the creative vision for impactful storytelling that highlighted the real-world effects of continued education on our students' lives. Working alongside a talented team, we developed emotionally resonant narratives that brought student journeys to life. These narratives showcased how eCornell programs helped individuals advance their careers, shift industries, and confidence in their fields.
We also provided audiences with a behind-the-scenes look, producing compelling content that introduced the world-class faculty who design and teach the courses. These videos offered authentic insights into each instructor's expertise and passion, reinforcing an essential truth: eCornell's courses are created by real, credentialed experts, not by committees, algorithms, or AI. This human-centered storytelling strengthened the credibility and value of our programs, building trust and connection with prospective learners.
Student &
faculty
spotlights
Produced student and faculty story spotlights for both B2C retargeting and B2B sales enablement. Discovered talent, coordinated with in-house and third party crews, managed shoots end to end both in person and virtually, led post-production. Drove 150% increase in enrollments compared to existing retargeting campaign.
B2B Case studies
Produced 10+ case studies of enterprise partner success stories, featuring Microsoft, Kellanova, Royal Caribbean Cruises, Hilton. Interviewed clients and collaborated with representatives on internal and/or external messaging and distribution.
Product
Launches
Designed dedicated web pages, print and tradeshow collateral for 250+ product launches. Most notably I developed a multiphase, multichannel promotional campaign to launch Cornell’s groundbreaking AI-powered certificate program. Planned and executed 30+ video assets which launched the campaign and served as the main pitch piece for media pickup.
Brand Awareness Strategy
#ecornellstories
campaign
Challenge
Post COVID, Cornell’s online executive education unit faced an increasingly crowded marketplace. The existing “Study Anywhere” campaign was no longer unique.
How can eCornell differentiate itself?
insight
Students are posting UGC holding their Cornell certificates and mentioning “Ivy League” → prestige and reputation matter.
Reposted UGC has the highest engagement rate of all brand content → both B2B and B2C leads listen to student voices.
solution
Develop a multi-channel content campaign called #eCornellStories to develop the brand as well as capture and multiply the proven power of UGC.
PHASE 1:
Calling for Stories from Alumni
Single drop to all alumni, offering swag for stories
Re-drop in 30 days to openers who did not share
Social
30-day campaign, 15 deliverables
YouTube, LinkedIn, Instagram, TikTok, Twitter/X, Facebook
course
page
Redesign course completion page with a call for submissions, tapping into students’ sense of accomplishment
Direct appeal
B2C sales team reaches out directly to enrolled students
B2B sales team reaches out to major partners with high NPS
PHASE 2:
Stories recorded, tagged & shared
social
Students share on their own profiles, tagging the brand and #eCornellStories. Brand also reshares submissions.
result
189% increase in overall engagement
60,390 organic hashtag views in 90 days
Stories integrated into all lead nurtures for B2C. New B2B newsletter integrates stories and videos into design.
result
36.08% open rate on email drops,
11% above brand’s average
350+ submissions (videos, photos, quotes) in 90 days
77 years apart,
son of early Black
law grad seeks his
own degree →
NASA engineer is Alabama’s first certified Black woman winemaker →
earned media
Selected newsworthy stories, drafted feature pieces, and successfully pitched to Cornell’s in-house weekly newspaper.
result
10+ independent outlets pick up stories
PHASE 3:
Integrated Student Success Stories into main Toolkit
website optimizations
Redesigned site to feature quotes and videos across all 300+ product pages
blog
redesign
Developed new landing page on blog to feature top stories, serving as a sales enablement tool for B2B and B2C teams.
retargeting ads
Collaborated with digital marketing team to repurpose stand-out UGC as retargeting ad campaigns on Facebook, LinkedIn, Instagram.
result
38% increase in lead generation
150% increase in enrollments
0.82% CTR on Facebook, 9% above average of similar vertical campaigns
content
snowballed
Social engagement was extremely positive, prompting new students to share their own stories with and without the hashtag.
prolonged
conversation
Once students received their swag, students posted on their personal social media, tagging the brand and exposing a net new audience.
enabled
sales Teams
B2C sales team used stories in lead info sessions. B2B sales team used in client pitches. Product team used in pitches to develop new programs with faculty. University president and board of trustees featured stories in annual review.
Brand DNA
Creative Direction
Art Direction
Slogan
Web Design
Brand Guidelines
Video Production
Motion Graphics
SWAG
3D Animation
Graphic Design
Asset Management