Computer Associates

Changing the Conversation Before Changing the Brand

Before visual identity could be redesigned, leadership first needed to agree on what kind of company they wanted to become. These exploratory presentation materials deliberately removed the existing corporate identity to keep attention on purpose rather than appearance. Using carefully written prompts and curated visual examples, the work wasn't about proposing answers - it was about creating the conditions for better decisions.

Remove the existing identity so leadership could decide who they wanted to become before deciding how they should appear.

Demonstrated Skills

Executive communication

Strategic facilitation

Brand positioning

Visual storytelling