As the Creative Director for Crucial, a division of Micron, I had several opportunities to shape the brand identity.

I led our marketing and creative team in a multi-day brand workshop to redefine what the brand stood for and reworked the identity to better reflect the personality and values

It was important not to go to far from it's roots to ensure recognition, but these updates made a big impact in the overall impression to better reflect the longevity and reliability of the brand.