Upwardly is a fictional brand I developed to showcase my expertise in designing for an integrated branding program.

ASSIGNMENT
Create a cohesive set of assets—including a logo, social posts, a journal ad, an overview brochure (manifesto), swag, event materials, and other deliverables—for a modern employment platform targeting young professionals, with a focus on career growth and work-life balance.

EXECUTION
I thoughtfully chose each asset after developing the brand name, color palette, typography, and imagery. For some tactical copy, I used an AI tool, providing prompts and guiding the direction to ensure everything stayed on-brand.

ASSIGNMENT
Develop a compelling event identity and themeline for the 2023 PRIDE program at Guidewire.

Guidewire's PRIDEguide ERG made a resounding impact during Pride Month, boasting a dynamic lineup of events, outreach initiatives, and charitable donations. Our inclusive community unites LGBTQ+ employees and allies under a common purpose: to enlighten, instruct, and actively involve the wider society.

EXECUTION
The event identity commands attention through vibrant t-shirts, each embodying a hue of the PRIDE rainbow. This distinctive mark was pulled through the related elements. Assets included buttons, stickers, Zoom backgrounds, Slack announcements, and internal screens and posters.

Guidewire Connections is the premier convention for technology in the property and causality insurance space. About three thousand customers, prospects, partners, sponsors, and industry analysts attend annually. In 2019 the event was held in Washington DC at the Gaylord Resort and Convention Center in early November.

ASSIGNMENT
As the lead brand designer for the event, I was tasked with sourcing artists that could visually articulate the event theme, “The World of P&C,” and pull that visual theme across all assets needed before and during the event.

Deliverables included pre-show promotional digital assets, such as Marketo emails, Social postings, web banners, and infographics. Work samples include an initial pitch deck, branding style guide, on-site signage, and exhibits.

EXECUTION
I worked closely with commissioned illustrators Greg Mably for the event theme “The World of P&C” and Tracie Ching for her unmistakable portraits.

I also directed other designers, presentation specialists, and production teams throughout the event preparation process. We worked closely with Scott Briskman of Sagehaus for some mainstage keynote motion design.

This showcases samples of my presentation work. Whether it’s on stage keynotes, branded corporate templates, e-commerce pitch decks, or internal announcements, I approach each presentation as a chance to tell a clear, compelling story that resonates with all stakeholders.

Tools I used include PowerPoint, Google Slides, Apple Keynote, Figma, and Adobe’s Illustrator, InDesign, Photoshop, Lightroom, and XD.

San Francisco Public Health Foundation is a nonprofit organization that develops and contributes resources to enhance the public health of San Francisco.

ASSIGNMENT
Develop a Brand identity system and apply it to a series of assets

EXECUTION
I designed initial concepts and presented them to clients and project partners. Included are some speculative concepts of proposed deliverables. I collaborated with production artists on several assets, including the 25th-anniversary initiative culminating in a celebration unveiling an experiential timeline exhibit.

ASSIGNMENT
Guidewire’s Employer Brand Group tasked me with designing a handbook to showcase the company’s culture. The eBook was created to provide an inside look at who Guidewire is, how they celebrate their unique culture, and what makes it a great place to work.

EXECUTION
I collaborated with leaders from the DEI and Employer Brand teams to develop an eBook that authentically portrays Guidewire as a great workplace. The eBook was produced for distribution to new hires and prospective recruits, offering a compelling introduction to the company.

ASSIGNMENT
I was the lead designer for a campaign promoting the launch of Xero's Schedule C/self-employed accounting product.

EXECUTION
The campaign utilized email and social media with links to a comprehensive landing page highlighting the product's benefits, features, and takeaways. Print collateral materials, including a printed gatefold and PDF brochures, were also produced. An instructional piece was also included to explain the product's workflow.

ASSIGNMENT
As a Guidewire's Corporate and Product Marketing Team member, I refreshed a suite of product and solution icons. The pre-existing icons, remnants of a rebrand accomplished in 2020, needed an evolutionary touch. Fast forward to 2023, and Guidewire initiated an ingenious brand refresh that necessitated a contemporary approach. It became evident that the current icons no longer seamlessly integrated with the ever-evolving brand identity.

EXECUTION
Guided by the Executive Marketing VP's and Creative Director's leadership, I jumped in. This endeavor involved a surface-level makeover and a comprehensive exploration of their essence. I meticulously dissected each icon, discerning their common threads, identifying areas for innovation, and pinpointing elements that deserved preservation. The process was not just about updating visuals; it was about weaving the icons into the very fabric of the refreshed brand.

ASSIGNMENT
Design an Ebook promoted to accounting firms looking to establish niche practices that focus on specific industries and services.

EXECUTION
Collaborated with the marketing team, copywriter, and producer on this first in a series of ebooks with content relevant to existing and prospective partners

ASSIGNMENT
Create an infographic that explains how insurance companies and agents can offer Business Operating Policies (BOP) using Guidewire technology. Guidewire’s products and solutions are quite pricey and can have a time-consuming scale-up. This offering uses existing products in a novel way to make MicroBOP a painless endeavor for our customers.

EXECUTION
I collaborated with the product development team, product marketing managers, a copywriter, the chief marketing officer, and the company’s chief evangelist. We were developing the infographic while the actual offering was being designed. Seeing this side of the business while making sense of the complicated as a designer was exciting.

ASSIGNMENT
E-commerce campaign—Retail promotional campaign. Designed initial concepts and presented them to brand stakeholders.

EXECUTION
I collaborated with the copywriter based on direction from creative leadership. Emails and social posts drove to the landing page and blog post.

Campaign creative extended to related components. Speculative executions include web banners, promotional collateral, and circular advertising.

ASSIGNMENT
An established brand needed a revolutionary refresh.

EXECUTION
We started iterating on the logo update first thing. Preliminary sketches were done exploring the graphic representations of the letters “A” and “E” and the “lightning bolt” iconography used in the original mark.

Created stationery, website, and other brand deliverables. Worked closely with company owners and vendors on related projects for this growing brand.

ASSIGNMENT
Design a brand identity and website for John, a composer and producer of original music (score) for film, television, and video games. With 20+ years of experience as a professional composer.

EXECUTION
I worked closely with Mr. DeBorde to ideate and decide on a direction using mood boards and gleaning style from his music. Initial deliverables included business cards, a CV, and his website.

Phenosense Print and digital sales aid developed to detail healthcare professionals about Monogram Biosciences phenotypic HIV sensitivity/resistance assay

This one-day, in-person event brings together international thought leaders to discuss the most significant challenges and brightest opportunities in the EMEA general insurance market.

ASSIGNMENT
I was tasked with providing concepts for this event. The brief instructed using a wordmark lock-up established as a known identity among these industry leaders. A mandatory was to use the approved-on brand iconography as a main element.

EXECUTION
I went with bold jewel-tone hues derived from the corporate style guide, leaned into the icons, and assembled the winning concept. You see the presentation used to show the extended event brand in context.

I am a photography enthusiast. I have training and experience, but it is not my primary offering. I can work on some simple shoots and recommend a true professional when appropriate. Photography is one of my other talents in addition to being a designer. Both vocations can inform each other, and when that happens, I hope to be there.

An internal educational piece designed to guide managed care marketing professionals through customer conversations.

PDF included on internal training platform. Designed and presented initial concepts. Managed freelance talent through production and implementation.

ASSIGNMENT
A while back, I collaborated at a defunct advertising firm focused on healthcare promotion. My task involved teaming up with a gifted copywriter to craft an ad concept featuring an illustrated figure portraying a client-side marketing director navigating the challenges of managing numerous agencies and consultants. We aimed to highlight the advantages of choosing a full-service shop, "Agency:Life," a fictitious agency I conceived for context.

EXECUTION
I devised the illustrated character and pulled it through to a series of ads. More recently, I revamped these ads into a captivating social media carousel series.

Guidewire Hazardhub Ebook

Sean Kelly — Designer. I updated the brand identity for SK—D as part of my portfolio relaunch in the summer of 2023. The business cards are the first asset of my business set. Promotional posters, social card templates, and much more to come.