Design Director | Brand Designer | Art Director
Cornell University - eCornell
Brand DNA
Art Direction
Slogan
Web Design
Brand Guidelines
Video Production
Motion Graphics
SWAG
3D Animation
Graphic Design
Asset Management
solutions delivered
eCornell
branding
At eCornell, a part 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.
Event Poster
Brand Guidelines
Company Website
Guidelines
Social Media ADs
CHALLENGE
Redefine eCornell’s brand identity as a forward-thinking EdTech leader while honoring Cornell University’s storied heritage and academic rigor. Craft a visual and verbal identity that bridges tradition and transformation, trustworthy, yet dynamic and as accessible as a cutting‑edge online classroom.
RESULT
The result is a cohesive, modernized eCornell identity that feels unmistakably Cornell yet distinctly its own. By aligning closely with Cornell’s historic branding, using a richer, more saturated eCornell red alongside deep charcoal greys, I’ve introduced striking contrast that immediately commands attention. Bold, contemporary typography cuts through the digital noise, while a minimalist design philosophy and generous negative space guide the eye straight to key messages. Across web, print, video, and animation, this refreshed palette and pared‑back approach not only honors Cornell’s academic prestige but also positions eCornell as a forward‑thinking EdTech leader in today’s fast‑paced online learning landscape.
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.