The Redwood revolution
After 40+ years, Oracle went through a rebrand and has been heavily investing in Redwood, its next-generation product and communication design, user experience platform, and brand design system. I led the amazing multi-disciplinary design folks at Oracle Data Cloud to develop and implement the new visual identity and its global creative infrastructure. The new brand activation included the creative development of strategic campaign ecosystems and design concepts that enable Oracle Data Cloud to thrive in the marketplace.
ART DIRECTION / ILLUSTRATION / DESIGN / CREATIVE / STORYTELLING
Brand illustrations
Illustrations are a key communication tool in the new design system to humanize complex products or features—they introduce narrative elements to visual content that are part metaphorical, and people-centric. I conceptualized, art directed and executed expressions that allow Oracle to build a world as it thinks of it: putting people and customers at the center of everything it does.
Marketing materials
More often than not, Oracle’s marketing materials are the public’s first look into the business, so they need to accurately reflect the soul of the brand and its products. The new Redwood collateral communicates value in a human, sophisticated and intelligent way. I art directed the rebranding of these materials and put in place design fundamentals that were translated into quick-to-market templates that non-designers in the marketing org can use as needed to enable speed and efficiency while maintaining the brand integrity.
Presentations
Love them or hate them, presentations are an essential part of today’s corporate world and they need to reflect the brand. I led the strategy, creative development and deployment plan for 100+ pre-designed slides that can be easily customized. This library is one of the many tools that my team provided to empower the marketing org to put content out the door quickly.
Explainers
After seeing how technical other company videos are, I worked on a few explainers highlighting some of Oracle’s products, illustrating complex ideas in simple, engaging and friendly short-form videos for the Human Capital Management and Data Cloud business units.
Events
As physical event strategy and marketing budgets shifted across the industry due to the pandemic, I devised the strategy to quickly pivot and develop a virtual events model, practically overnight, to continue to seamlessly inspire virtual connection and collaboration in the face of an unsteady world.
Other brand activations
My creative strategy was designed to move Oracle towards a refined strength in content, details, textures, and stories that help every execution stand out in a sea of sameness. The strategy is to adapt and change for specific clients, categories, channels and touch points; maximizing impact, flexibility and recognition.
