I reimagine brands from the inside out — using storytelling to connect purpose with identity.
I believe storytelling is the bridge between why a brand exists and how it shows up in the world. I shape visual identities that are as meaningful as they are visually distinctive.
Bon Education – A Purpose-Led Brand Reinvention. A narrative-driven identity refresh for an education company rooted in curiosity, creativity, and community.
Design Challenge
How might we reimagine Bon Education’s brand to reflect its evolving mission, human-centered values, and global impact?
As Bon Education expanded its reach and programming, its original identity no longer captured the organization’s clarity of purpose or its creative, human-centered approach to learning.
Approach
Grounded in research and storytelling, the process began with stakeholder interviews, competitive landscape analysis, and brand opportunity mapping. I then defined Bon’s core narrative, brand archetypes, and tone of voice—laying the strategic foundation for a refreshed visual identity system. Every element was crafted to feel clear, authentic, and scalable across audiences, from youth to educators to institutional partners.
Outcome
A revitalized brand system that aligns purpose with expression—bringing greater clarity, consistency, and heart to Bon’s presence across print, digital, and program materials.
Project Snapshot
Client: Bon Education
Project Type: Brand Refresh
Role: Creative Direction & Brand Strategy
Project Scope: Research & Insights / Brand Narrative / Tone of Voice / Visual Identity / Brand Guidelines
Immersive Rationale Work
The result is a refreshed brand that brings purpose to the forefront — blending structure with warmth and creativity. The new identity reflects Bon’s role as a trusted, creative education partner and enables it’s consistent expression across programs and platforms.
Areas of Expertise Utilized: brand strategy / storytelling / creative direction / brand identity / design systems
