PLOS (The Public Library of Science)
In my tenure at PLOS, I led brand development and governance across all channels, ensuring consistency and impact, to include driving innovative branding concepts and collaborating cross-functionally to scale, measure, and refine campaigns. I oversaw end-to-end creative production with internal teams, vendors, contractors, and agency partners, ensuring high-quality assets were delivered on time and within scope and budget. Throughout, I ensured that creative output aligns with the brand’s objectives, vision, and tone, maintaining consistency across all platforms.
Simultaneously, PLOS relocated to new offices in both San Francisco and in Cambridge, UK, providing me the opportunity to design, furnish, and decorate the spaces to align seamlessly with the refreshed brand identity.
PLOS Rebrand 2020
With a new CEO and a major organizational restructuring, PLOS was ready to forge a new path, beginning with a shift in brand perception. The goal was to create a colorful, vibrant brand that embodied energy, innovation, and change. As a leader in scientific publishing, PLOS needed a brand that reflected its dynamic spirit and passion for progress. Read more about the launch >>
Logo
The PLOS logo was reimagined to be dynamic and invigorating, reflecting the organization's forward-thinking spirit. While PLOS had various iterations of the logo over the years, it was time for a fresh, modern approach. I transformed the logo to feel open and expansive, symbolizing limitless possibilities, transparency, and progress—core values that PLOS embodied as it moved toward its future goals. I brought in a bold and vibrant color palette as reflected in the logo and the materials.
Imagery
Leveraging the new color palette, a duotone effect was applied to imagery, creating a consistent and cohesive visual language that unified the brand's materials. This approach enhanced the overall aesthetic, adding depth and vibrancy while maintaining a seamless connection between all visual assets.
Materials and Campaign
As part of the rebrand, a comprehensive suite of materials was delivered, including slide deck templates, administrative documents, press and media kits, a fully redesigned website, infographics, advertising, social media design, and campaign suites. Additionally, a brand book and detailed guidelines were provided to help staff seamlessly integrate the new brand across all touchpoints, ensuring consistency and clarity in its application.
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New Office Spaces
Collaborating with contractors, building supervisors, the PLOS executive team, and the administrative team, I reimagined the office space to reflect the new brand while adhering to new COVID regulations and safety protocols. The brand colors were thoughtfully incorporated into the furniture and space, creating a cohesive yet understated connection to the new identity. To add depth and visual interest, a variety of materials were carefully mixed throughout, balancing textures and finishes for a modern and dynamic aesthetic while staying within a limited budget.
Additional work
Over the past four years, I had the opportunity to conceptualize and develop multiple campaigns encompassing all aspects of promotion and delivery. By focusing on video elements and leveraging the art created within those projects, I delved into more conceptual work while effectively supporting the organization's overarching goals and mission. Explore more work >>