Case Studies
Each project highlights a unique challenge, the creative approach behind the solution, and the role I played in bringing it to life, from strategy and creative leadership to hands-on execution.
Video Development System
01 Video Development Playbook: stages, owners, timeline, and service tiers.
02 Intake form and Microsoft Lists tracker: requirements upfront, visibility throughout.
Booz Allen Hamilton
Creative Operations · Video Production · Process Design
Challenge: Across the sector, video production lacked consistent guidelines, intake processes, tracking, and brand oversight. Teams had no clear path to request support, and projects were often reinvented from scratch.
Solution: I developed a scalable video production system connecting four essential components:
Structured Intake: Captured requirements, audiences, objectives, and timelines upfront.
Centralized Tracking: Used Microsoft Lists to manage requests, ownership, and production status.
Video Development Playbook: Established production stages, responsibilities, service tiers, and brand standards.
Approval Workflows: Integrated script and final-cut reviews to protect creative quality and brand consistency.
Impact: A repeatable framework that brought structure, visibility, and brand alignment to video development across the sector. The result was a scalable approach that connects creative strategy, operational efficiency, and production.
Enterprise Rebrand Effort
01 Original brand: 2016 Employee Handbook.
02 Rebrand: brand manual, capability one-pager, CX solution sheet, and API infographic.
Halfaker & Associates
Brand Strategy · Visual Identity · Brand Systems
Challenge: When I joined Halfaker, the company was entering a new chapter of growth, but its brand hadn’t kept pace. The identity no longer reflected the company’s capabilities, ambitions, or position in the federal technology market, and teams had no shared standards for creating consistent communications.
Solution: I partnered directly with founder and CEO Dawn Halfaker to lead the company’s rebrand, building a brand that was easy to use, easy to maintain, and scalable as the company grew:
Visual Identity: Evolved the logo, color palette, typography, and iconography into a modern, cohesive system.
Brand Standards: Created the Halfaker Brand Manual to guide consistent use across every touchpoint.
Templates & Tools: Developed user-friendly Word, PowerPoint, and letterhead templates so teams could create professional materials on their own.
Creative Assets: Produced capability one-pagers, partner solution sheets, infographics, and internal campaigns in the new brand.
Impact: Five years after I joined, Halfaker was acquired by SAIC for approximately $250 million. I supported creative, brand, and marketing efforts throughout that journey, including the acquisition, helping maintain brand continuity through a significant business transition. More than a new look, this was a brand built to grow with the business.
Integrated Campaign
01 Health awareness: full- and half-page ads.
02 Leadership recognition: 2020 Atlantic Council Distinguished Leadership Awards ads.
03 Capabilities: event ads for SAIC’s cloud offering.
SAIC
Messaging · Campaign Creative · Paid Media
Challenge: After acquiring Halfaker, SAIC had significantly expanded health capabilities to introduce to federal audiences, along with a broader need to show up consistently across awareness, leadership, and event channels. Each effort needed its own message while still reading clearly as SAIC.
Solution: I led messaging, creative, and project management for three campaigns built within SAIC’s brand platform:
Health Awareness: “When It Matters Most” connected SAIC’s health IT and cloud capabilities to the people federal health agencies serve.
Leadership Recognition: “Great Leaders Change the World” honored the 2020 Atlantic Council Distinguished Leadership Awardees.
Capabilities for Events: Ads for SAIC’s cloud capabilities, with QR codes that drove event audiences to learn more.
I also adapted the creative into paid LinkedIn ads and billboards to extend reach beyond print.
Impact: Three campaigns, one cohesive voice across print, digital, and out-of-home. The work introduced SAIC’s expanded health offering after the Halfaker acquisition and kept the brand consistent and recognizable across audiences and channels.
Event Marketing
01 Campaign identity and collateral: logos, VIP pass, apparel, tattoos, and the competition bracket.
02 The booth: the live Rock Band tournament at the ESRI conference.
03 Recognition: second place, Special Event Marketing Campaign, 2009 Marketing Excellence Awards.
Dewberry
Event Marketing · Brand Experience
Challenge: At the ESRI International User Conference, Dewberry was one of hundreds of exhibitors competing for attention in a crowded hall. The goal was to stand out, draw GIS professionals to the booth, and give them a memorable reason to stay and connect with the team.
Solution: I created “GIS Rocks,” an interactive booth experience built around a live Rock Band tournament:
Campaign Identity: Designed the GIS Rocks and “Bad to the Berry” marks, carried through banners, apparel, and booth graphics.
Interactive Competition: Attendees formed bands, registered for stage times, and competed in a bracketed tournament, with an iPod nano grand prize.
VIP Experience: All-access passes with registration details and contest rules, lanyards, and custom temporary tattoos for attendees’ kids.
Booth Production: Large-format banners and booth graphics that made the space impossible to miss.
Impact: The booth drew crowds throughout the conference and earned great reviews from attendees and staff. The campaign won second place for Special Event Marketing Campaign at the 2009 Marketing Excellence Awards.
