My Role
Brand Strategy, Creative Direction, Visual Identity, Brand Guidelines, Design Systems

Challenge
Over time, AiN had accumulated multiple visual styles, sub-brands, and marketing approaches without a comprehensive set of standards tying them together. The challenge was to create a more cohesive brand without losing the familiarity and recognition the company had built over two decades.

Solution
I refined AiN’s visual identity, brand voice, messaging, and positioning, then developed the company’s first formal brand guidelines to establish clear standards moving forward. I also reworked key recruitment and member-facing materials so every AiN employee could communicate the same core story, value proposition, and benefits in a clear, professional way. The new direction was applied across email, social media, presentations, events, partner communications, recruitment materials, and other key brand touchpoints.

Impact
The refresh gave AiN a more unified identity and a clearer way to communicate its value. It also provided the marketing team and broader organization with practical tools and standards that made future communications more consistent, efficient, and recognizable.