About & contact

Synchrony

Enterprise brand leadership, systems, and culture

Role
Enterprise brand creative lead
Mandate
Build the verbal and visual systems that extended the core identity into use
Scale
Internal teams and external partners across an enterprise organization
Outcome
Created Brand Voice and Illustration Guidelines that flexed across audiences and initiatives

At Synchrony, I led enterprise brand creative across identity systems, environments, voice, and editorial platforms. I set creative strategy and directed internal teams and external partners, translating a complex organization into a coherent, flexible brand system.

I built the Brand Voice Guidelines and Illustration Guidelines, then connected those systems to real applications—from headquarters environments and consumer communications to Business Schooled and Roadmap to Diversity. The work gave teams a shared foundation without forcing every audience or initiative into the same expression.

Brand environments — The identity expanded into a flexible system for Synchrony’s headquarters, connecting space, message, and culture.
Synchrony headquarters environment with oversized white typography wrapping around a yellow cornerSynchrony environmental design and brand materials
Synchrony Better Together environmental installationSynchrony headquarters environment concepts and applications
Synchrony workplace messaging and dimensional graphicsSynchrony environmental system across physical and communication applications
Synchrony brand standards showing messaging-, illustration-, and photography-driven modes
Voice — A practical verbal framework helped teams calibrate communications across support, offers, servicing, and collections.
Synchrony voice framework overviewSynchrony voice principles and guidance
Synchrony voice spectrum and communication examplesSynchrony tone guidance for customer communications
Synchrony verbal identity guidanceSynchrony voice applied to customer messaging
Synchrony voice examples across communication contextsSynchrony writing guidance and examples
Synchrony tone examples for customer interactionsSynchrony verbal system applied to communications
Synchrony voice application exampleSynchrony customer communication exampleSynchrony verbal identity in use
Business Schooled — A podcast and video series turned lessons from entrepreneurs into an approachable editorial platform for small-business owners.
Business Schooled website featuring host Soraya Darabi and profiles of small-business owners
Animated Business Schooled identity tileAnimated Business Schooled typographic identity
Business Schooled editorial platform across web and social content
Roadmap to Diversity — A Bloomberg partnership focused on practical questions about equity and inclusion for growing small businesses.
Roadmap to Diversity editorial site developed with Bloomberg
Animated Roadmap to Diversity campaign graphic
Roadmap to Diversity content and campaign applications