Role
Lead Visual Brand Manager (Acting Creative Director)
Awards: Transform Awards North America 2025
Gold – Best Visual Identity from the Professional Services Sector
Bronze – Best Use of Copy Style or Tone of Voice
The Challenge: Strategic Differentiation
The firm's rapid expansion and growth goals had outpaced its original brand identity, leading to a lack of distinction and internal confusion. In a professional services market dominated by "sameness," West Monroe needed to establish a unified, clear, and modern visual and verbal language that captured its unique culture: the powerful blend of business acumen, deep technology expertise, and values-driven collaboration. The goal was to establish a strategic foundation to unify the business internally and strengthen the brand externally.
My Strategic Direction & Solution: Operationalizing the Brand
As the internal Creative Lead, I oversaw the entire 11-month, enterprise-wide project from discovery to global launch, serving as the bridge between the C-Suite, cross-functional teams, and the external agency partner. My contributions focused on operationalizing the new strategic platform:
+ Executive & Agency Alignment: Orchestrated the RFP process to select the brand agency (Monigle) and acted as the primary internal contact throughout the project. I managed executive reviews and facilitated C-Suite consensus to ensure the new identity, based on the core insight that "every West Monroer is a value accelerator" , was fully aligned with business strategy.
+ Digital Transformation (Brand Compass): I personally championed, secured funding for, and directed the build of West Monroe’s first centralized Brand Center. This scalable, proprietary Digital Asset Management (DAM) platform now serves 1,800+ internal and external users as the firm’s single source of truth for over 500 assets and 50 pages of guidelines.
+ Creative Direction & Governance: Managed creative output and quality control across the entire organization and 10+ external vendors during the rollout. I ensured the award-winning visual system—featuring dynamic graphic elements and a vibrant color palette —was deployed with absolute fidelity and consistency globally.
+ Organizational Enablement: I developed and deployed a comprehensive training curriculum (including four distinct courses) to upskill 1,200+ employees, fundamentally shifting the internal culture from mere compliance to active brand advocacy.
Measurable Impact & Results
The project successfully delivered a bold, differentiating brand that garnered industry recognition and measurable internal alignment:
+ Industry Validation: The rebrand won two prestigious Transform Awards, validating the strategic and creative success of the new Visual Identity and Tone of Voice. The visual system was praised for cutting through industry sameness with a hands-on, energetic ethos.
+ Business Enablement: Sales teams reported increased clarity in communicating West Monroe's difference. This increased clarity is shown to shorten pitch cycles and deepen prospect interest.
+ Cultural Cohesion: The new identity galvanized the firm, reinforcing the collaborative culture and leading to deeper employee engagement and a stronger sense of shared purpose across the organization. The new voice—anti-jargon, clear, and pragmatic—aligned internal culture and created a powerful differentiating external presence.
Visual Identity
created in collaboration with Monigle
Brand Strategy + Verbal Identity
created in collaboration with Monigle
Before & After
created in collaboration with Monigle
Results
