Not only were we launching as a publicly-traded company, but UL Solutions was experiencing a complete rebrand for the first time in decades. As I was briefed on the IPO work in January of 2022, the stakeholder mentioned a new logo — one that I'd never seen before. I dug deep into the IPO work with loose guardrails on our new brand, floating with vague guidelines and a lot of unanswered questions.

I methodically streamlined the new assets to allow for more efficient decision-making, a cohesive visual language and exciting, engaging assets through print ads in the New York Times and Wall Street Journal, billboards in Times Square and Silicon Valley, web, social and roadshows