Brand Systems & Design

NECX INC.

Brand System & Governance

The NECX brand was built from the ground up with one non-negotiable: it had to feel safe. Our audience — victim service agencies, social workers, and survivors — required a brand that communicated trust, stability, and competence without feeling clinical or cold. I conducted competitor analysis, market research, and audience analysis to understand how trauma-informed design principles should shape every visual and verbal decision, from color psychology to tone of voice. The result was a full brand system including visual identity, voice guidelines, channel-specific standards, and a custom brand GPT to ensure consistency across the entire organization.

When I came on board, NECX had one asset: a logo. The brand system, the voice guidelines, the governance — all of it was created under my leadership to ensure that everything NECX puts into the world is consistent, polished, and built for our audience.

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PERSONAL PROJECT

Ben & Betty's Car Wash

A brand concept I developed for a self-service car wash near my university, originally created for a pitch contest among friends. I built the full identity from scratch — logo, color system, app mockup, branded merchandise, and a loyalty rewards mechanic — designed to attract a student demographic with a fun, youthful, and Instagram-worthy aesthetic.

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