Role
Lead Visual Brand Manager (Creative and Operational Director)
Platform
BEAM (DAM Partner)
Impact Scale
1,800+ Potential Users; 600+ Monthly Active Users
The Challenge: Decentralization and Inefficiency
Following the successful rebrand, West Monroe lacked the critical technological infrastructure to support and scale its new visual identity. Assets, guidelines, and templates were scattered across disparate systems, leading to three major business problems:
+ Inconsistency: Employees struggled to locate the "latest" version of assets, risking off-brand deliverables.
+ Inaccuracy: Stakeholders lacked a central, authoritative resource to truly understand the brand strategy.
+ Inefficiency: The design team spent excessive time fulfilling basic requests or correcting off-brand usage.
My Strategic Solution: System and Platform Ownership
I approached this problem as a Director of Operations, not just a designer. My role was to initiate, capitalize, and lead the entire project life cycle—from proposal to maintenance:
+ Financial & Executive Advocacy: Developed the initial proposal and business case for a dedicated Brand Center. Successfully secured project financing from leadership by demonstrating the clear ROI in compliance, efficiency, and brand equity.
+ Platform Procurement & Vetting: Directed the strategic sourcing process, vetting five potential DAM partners to ensure the chosen platform (BEAM) met the specific needs of a high-growth consulting firm.
+ Information Architecture (IA): Led the agency partnership to design a logical and intuitive site architecture. This involved mapping user journeys to ensure the 50+ pages of content and 500+ assets were easily discoverable, which was crucial for immediate employee adoption.
+ Data-Driven Optimization: Established an agile workflow that uses monthly analytics on searched terms to continuously refine site architecture and asset placement. This ensures the site remains a dynamic, user-centric tool that anticipates employee needs.
Measurable Impact & Value
Brand Compass solved a critical operational pain point, moving the organization from brand compliance to brand confidence:
+ Scale and Adoption: The platform was scaled to serve an estimated 1,800 employees and affiliates, with a consistent average of 600+ highly engaged monthly active users.
+ Operational Efficiency: By consolidating disparate resources and establishing a central truth, the Brand Compass dramatically reduced ad-hoc requests to the design team, freeing up creative resources for high-value strategic work.
+ Empowerment: The resource provides employees with a high-confidence environment to access and deploy the brand, directly supporting the brand training program I deployed to upskill the entire firm.
