Roundsquare Strategy
Round Square is a strategy and creative consultancy that partners with organizations to solve complex brand and comms challenges. My work with them spanned design support for larger organizations, including the American Cancer Society, giving me the opportunity to work collaboratively with the Roundsquare team across strategy, concept development, and visual execution.
American Cancer Society
The American Cancer Society partnered with Round Square to reimagine tlc (Tender Loving Care), its resource for wigs, headwear, and recovery products. I contributed to strategy and concept development and created the name EverYou—an expression of the idea that cancer can be part of someone’s story without defining who they are. Inspired by Kintsugi, I developed the logo concept and color palette around change, resilience, and beauty, helping to shape an identity that extended across digital, print, and marketing.
Boys & Girls Clubs of America
How do you make an established national brand feel a little more playful? Working with Round Square, I developed merchandise concepts for Boys & Girls Clubs of America, from phrases like “Helping kids takes more than this shirt” to color palettes, typography, and graphic treatments. Each piece worked within BGCA’s existing identity while finding new ways to express its optimism, energy, and mission—turning brand guidelines into something people would actually want to wear.
Beta upsilon Chi
I helped refresh the visual language for Beta Upsilon Chi, a national Christian fraternity. The work focused on making the brand feel more contemporary and cohesive without losing the structure of the existing identity. I developed an expanded color palette, supporting graphic treatments like patterns, campaign layouts, and sub-brand marks for initiatives like NLS37 and COR.
The system was then carried across social, print, apparel, and event materials, giving BYX a more flexible toolkit for speaking to current members while still feeling rooted in this frat’s established brand.
