Brand Strategy

Alexandria develops life science and technology campuses designed to foster innovation, collaboration, and community. Over four years, our two-person team partnered closely with executive leadership to shape the brand across strategic communications, experiential branding systems, marketing initiatives, stakeholder alignment, and community programming. 

—Art Direction
—Strategic Communications
—Executive Presentations
—Experiential Branding
—Campaign Systems
—Community Programming
—Visual Identity Systems
—Spatial Design
—Editorial Design
—Leadership/Project Management

Due to confidentiality, select imagery has been adapted for illustrative purposes.

Data complexity
to visual clarity

My best strategic thinking starts with pen-to-paper problem solving (I wrote a lot for these projects). I focused on helping teams translate dense data and complex ideas into clear, breathable visual narratives across presentations, environmental graphics, etc. Oftentimes we aligned teams, city officials, and stakeholders around a shared vision; sometimes we missed the mark and learned from it. The people we worked with made this process truly rewarding. 

As each campus expanded, we developed intuitive environmental graphics systems that unified navigation, strengthened spatial identity, and elevated the on-site experience.

I loved working with our Amenities and Exos Teams. We developed wellness programs, seasonal campaigns, and community experiences for hundreds of tenants across five San Diego campuses. 

I led art direction across communications, branding, campus activation, and event collateral. For Adventure Club, I developed an energetic visual language. Print posters, digital screens, and branded swag activated our campuses + fostered participation and connection among tenants.

To support our marketing presence, I co-directed photoshoots that captured the character and intent of each environment. We developed shot lists, guided on-site storytelling, and partnered with photographers whose perspective complemented the architecture.

In this shoot, movement was used to communicate the flexibility of the space. While the imagery is confidential, it reflects environments designed to foster collaboration, innovation, and community.

In 2020, I partnered with the Corporate Sustainability Team to develop a stakeholder gift that embodied the brand’s “Use Less” ethos. Through storytelling, data visualization, packaging, and curated gifts, the gift translated larger sustainability goals into thoughtful, everyday actions.