Synchrony

Enterprise brand leadership, systems, and culture

At Synchrony, I led enterprise brand creative across the core identity, digital and partner experiences, and TogetherWe, the company’s diversity and inclusion platform. I set creative strategy and directed internal teams and external partners, translating a complex organization into a coherent, flexible brand system.

The work connected verbal and visual guidance with real applications—from illustration and voice to editorial platforms, enterprise websites, partner experiences, and culture—giving teams a shared foundation without forcing every audience or initiative into the same expression.

Synchrony illustration system spanning people, business, collaboration, and wellness — A coordinated illustration toolkit gave teams representational and abstract modes that could stand alone or work together.

Synchrony guidance combining abstract and representational illustration styles — Rules for combining the two modes preserved flexibility without turning variation into inconsistency.

Custom type and a practical voice framework aligned how the brand looked and sounded.

Synchrony event communication templates using the abstract pattern system — Reusable templates extended the system into event communications without locking teams into one composition.

Desktop view of the Synchrony enterprise website — The enterprise site translated the brand into a clear, shared digital experience for consumers, businesses, and partners.

Desktop view of Synchrony’s Roadmap to Diversity small-business editorial platform — Roadmap to Diversity translated the enterprise brand into a focused editorial platform for small businesses.

Synchrony Business Schooled sponsored entrepreneur series — Business Schooled extended the brand into sponsored editorial content with a distinct voice and visual world.

TogetherWe layout guidance and diversity and inclusion campaign applications — TogetherWe unified diversity and inclusion initiatives through a simple verbal and visual platform built to support distinct messages.

Overview of the TogetherWe creative platform including typography, gradients, symbols, and layouts

TogetherWe guidance for the Synchrony pillars symbol and bridge graphic — A concise set of typographic, color, symbol, and layout rules made the platform easy for teams to use consistently.