CHALLENGE
Empower Global resulted from two large brands coming together to build one unified identity—each with its vision, voice, and priorities. My first task was to align both teams under a shared framework rooted in authenticity and community. The challenge was to develop a brand that honored the culture it aimed to serve while creating a cohesive system that worked across both partners. Working under a tight timeline, I needed to lead strategic alignment, conduct community-informed research, and craft a design language that felt bold and deeply human.

SOLUTION
I built a brand system from the ground up—starting with cultural research, competitive analysis, and hands-on conversations with the communities the brand was designed to empower. From there, I developed concepts that felt raw, resonant, and rooted in place. The identity centered on the infinity symbol, evolving into a complete visual language that extended across logo design, color systems, iconography, and out-of-home. Through strong time management, collaborative feedback loops, and a strategic eye, I delivered a comprehensive brand identity in under two months—balancing the expectations of two corporate teams with the voice of the culture.