EDB · Creative Director · 2025–2026 · Campaign creative direction, visual system, partner co-brand
A twenty-year-old Postgres company was being read by the market as a database vendor. The strategic move was to claim sovereign data and AI as a category EDB could own — but sovereignty is an abstraction, and abstractions do not sell themselves. It needed a form people could hold onto.
I directed the campaign creative and built its central visual metaphor — dome structures as self-contained sovereign environments. The 2026 refresh set it in a light-mode Swiss grid with a Blue Coal and Goldleaf palette and Müller-Brockmann-inflected editorial illustration, extended through partner co-brand applications and codified in Brand Guide V2.0.
EDB · Creative Director and system owner · 2025–2026 · Authored with designer support
Brand expression was ad hoc and unenforceable. A repositioning of this scale needed a system that could survive being handed to non-designers across a global marketing function.
I designed and documented the system personally: the Blue Coal and Goldleaf palette, a Neue Haas Grotesk Display Pro typographic hierarchy, loop-mark usage rules, square-corner geometry, and the rationalization of roughly six hundred icons into a single periodic-table index. It governs the output of the full creative services function through templated production pipelines.
EDB · Creative Director · Shipped June 24, 2026 · 30+ pages across five product lines
The site had to carry the sovereign and agentic repositioning into public view, and it had to land in lockstep with the product announcement one day earlier. The web became the primary proof surface for a category story the company had not yet been credited with.
I directed the design across Hybrid Manager, OSS Library, Agentic Database, WarehousePG, and Agentic Migrations — a bold, minimal light-mode language built on an abstracted-screenshot hero system, concept carousels, architecture diagrams, and a restricted icon set. Executed almost entirely in-house.
Wind River · Design Lead · 2021–2024 · Global offices, trade show environments, brand application system
An established brand that had to hold up in the room — in offices across multiple countries, on trade show floors, and in front of investors sizing up the company. Screen-level brand guidelines do not survive contact with a build site.
I developed the treatment system governing how the identity was applied at architectural scale, designed the interiors for Wind River offices worldwide, and designed large-format trade show environments — working on site with fabricators and builders through installation. [Specific locations, square footage, show names.]