bluebird bio 2021 corporate brand refresh

Aligned with our separation of 2seventy bio in November of 2021, I led the refresh and relaunch of the bluebird bio corporate brand visual expression and guidelines. This refresh was and will be applied across our corporate templates, advertisements, digital channels (corporate website and social media), and physical space including our new headquarters in Assembly […]

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2seventy bio brand identity launch

From concept to launch, led the development and launch of the 2seventy bio logo, website, ticker symbol, and corporate brand story.

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Bird Talk: Our bird’s chirp about our new values in their own words.

Part of our 2022 refresh of the bluebird bio brand and culture code.

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bluebird bio’s Brand & Culture Code

2022 refresh of bluebird bio’s brand and culture to better reflect the company’s internal and external realities following the spin-off of our oncology franchise to 2seventy bio.

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bluebird bio: global & local websites

Project: bluebird bio corporate websites Role: Project Lead In 2019, I launched a new, expanded bluebirdbio.com in the style of our new corporate brand … with some fun surprise and delight elements. Alongside the Global/US site, launched a full suite of regional and local sites as well as a comprehensive analytic dashboard designed to track […]

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recode for life: blue’s new corporate brand

Project: rebranding bluebird bio Role: Head of Brand project lead bluebird bio doesn’t act like other biotechs. Knowing we shouldn’t look or sound like them either, I partnered with crossfunctional partners throughout the organization to develop a brand strategy, a brand story, and ultimately a corporate brand portal (or “recode portal”) ensuring we always act […]

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Rare Champions

Project: Rare Champions Role: Project Lead, Content Creator, Designer, Legal approvals An effort to highlight employees from all over the globe to showcase their entrepreneurial spirit, agility, urgency and thoughtfulness and how they push through challenge and thrive on the positive impact they make for patients and families every day. The campaign was designed to […]

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Award Winning #RareCount Campaign: Rare Disease Day 2017

Project: Rare Count Campaign for Rare Disease Day 2017 Role: Project Lead, Content Creator, CMLR approvals In celebration of the 10th annual international Rare Disease Day, sponsored by the European Organization for Rare Diseases (EURORDIS) and the National Organization for Rare Disorders (NORD), Shire launched the “Rare Count” campaign to raise awareness of the 350 […]

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Shire’s Global Day of Service

Project: Digital Strategy for Shire’s Global Day of Service Role: Strategy Lead, Content Creator, Designer On October 2, 2015, more than 1,400 global Shire plc employees joined together in their respective communities for the Company’s first Global Day of Service in aid of dozens of charities and non-profit groups. I coordinated four members of Senior […]

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Social Media Policies: For Employee Personal & Professional Use

Project: Social Media Policy Creation for both Employee Personal Use and Professional Use Role: Project Lead, Writer When I started at Shire, no formal policy for Professional Use of Social Media existed and the policy for Employee Personal Use was extremely limiting (it essentially encouraged employees not to mention the company at all). I assembled […]

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