League
Leading in-house brand design across a wide range of touch-points: B2B marketing, web design, external events, email marketing, executive presentations, and day-to-day operations.
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When I joined League, the brand was moving quickly, but the systems around it were still catching up. The visual language was fragmented, workflows were inconsistent, and a lot of the team’s energy was going into solving the same problems more than once.
My role, as Creative Director, was to help make the work clearer, more consistent, and easier to build on.
I led the evolution of League’s brand across web, campaigns, events, executive presentations, customer communications, and product storytelling. Some work was highly visible. Some of it was deeper infrastructure: design systems, templates, libraries, workflows, and guardrails.
I also led the people behind the work, managing a small creative team, setting direction, shaping priorities, mentoring designers, and translating business needs into creative that was clear, useful, and compelling.
The work opening this case study represents a strategic brand refresh initiative I developed while leading Brand Design at League.
Before the work could be finalized and presented internally, a company restructuring resulted in the layoff of the project team. As a result, the refresh was never formally launched. The concepts shown here represent my proposed direction for the future evolution and maturation of the League brand.
The work that follows showcases a selection of brand initiatives created and launched during my tenure at League.
For a closer look at specific projects at League, explore case studies for League Connect, Ignite, Connect Croquet Club, and Powered by League.
