Brand Identity
Brand identity is the strategic foundation that defines how a brand looks, sounds, and feels across every touchpoint. A strong identity aligns vision, values, and audience perception into a cohesive system. Through thoughtful design, clear messaging, and consistent execution, brand identity translates purpose into visual and verbal expression—building recognition, trust, and emotional connection while ensuring the brand communicates with clarity and intention.
Scope of work: to develop a cohesive brand identity that reflects Carter’s Custom Cuts’ premium, family-owned butcher shop rooted in Southern Arizona. Scope includes brand discovery, visual identity refinement, and messaging that communicates pasture-to-plate freshness, craftsmanship, and trust. Deliverables include logo refinement, color palette, typography, and brand voice guidelines aligned with custom processing, wild game expertise, and retail offerings. The identity will emphasize quality, safety, and authenticity, supporting in-store signage, merchandise, packaging, and digital use while strengthening recognition and consistency across all customer touch points. I was given full range and wanted to create a timeless brand that would meet their expectations and also make a strong name in the meat market/butcher industry.
Carter’s Custom Cuts began with a small consumer base and within a short period of time, their consumers expanded from Arizona to multiple locations along the Southwest region. The success of the brand elevated from a singular small business to expanding their small business into a large scale brick and mortar store. Sales were increased instrumentally and company growth resulted in the need for additional employees to meet the demand of the consumer. A successful brand campaign resulted continued hight demand need for their services.
Carters Custom Cuts
Capturing Carter’s promise for quality services went beyond research of their mission statement but also the need to focus on their family run business, including their ethics of integrity and values they promote on site and off site. Trust, reliability, and quality service were essential to retain in the design.
Brand Leadership & Identity Development
As Creative Director and Senior Program Manager for Arrowhead Center at New Mexico State University, I lead the creation of a clean, timeless, and modern brand identity that aligns with university standards while establishing a distinct entrepreneurial voice. My work includes logo creation, visual systems, typography, and comprehensive brand guidelines that ensure consistency, credibility, and long-term recognition across all initiatives.
Digital Experience & Marketing Strategy
I oversee the strategy, design, and development of a user-centered website and integrated marketing campaigns across digital and print platforms. This includes building accessible experiences, clear messaging frameworks, and conversion pathways that support students, startups, researchers, and rural communities. Every touchpoint is intentionally designed to communicate opportunity, innovation, and measurable impact.
Technology Commercialization & Brand Governance
I translate complex research and technology transfer efforts into compelling visual narratives that move campus innovation into the marketplace. Through structured brand governance and cross-functional collaboration, I maintain alignment, integrity, and strategic cohesion—balancing visionary leadership with hands-on execution to elevate Arrowhead’s statewide presence.
