The 200-year-old publisher Wiley rebranded in 2020 with a new mission: “unlocking human potential,” signaling a bold shift toward science, education, and human progress.

As Creative Director, I led the entire rebrand—developing the visual identity, brand personality, and architecture from the ground up. I partnered closely with the CMO and Brand Director to define our new strategy, then translated that into a visual system that positioned Wiley as bold, approachable, optimistic, and forward-thinking.

My role spanned strategy to execution:

• Developed the full visual identity system—from concept to rollout, and crafted the global Brand Guidelines

• Crafted the brand personality and architecture in collaboration with leadership

• Elevated the wordmark for stronger presence across marketing and product

• Designed a modern, scalable type system

• Built a bold color palette—refined from 30+ to 4 signature colors

• Created a custom photography library featuring real people in real environments

• Designed bespoke iconography and brand symbols

• Introduced the “building blocks” motif now used across Wiley-led products and global activations

• Developed simplified templates and toolkits for non-design teams

After launch, I activated the brand across digital campaigns, brand films, corporate events, a full website redesign, and the rebranding of offices worldwide. The first brand campaign exceeded planned impressions by 3x, with website traffic up 94% and pageviews up 52% compared to the previous year.

This wasn’t just a rebrand—it was a full-scale repositioning of a $2 billion global brand.