AXS Culture Launch

Branding & Identity

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Medina Value Partners is an investment management fund. In 2023, they went through a rebrand and name change and needed to update its logo and branding. My approach was to create a modern look and feel while showcasing their professionalism and credibility. 

Dodger Logos

Branding & Identity

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In 2021, I created logos for the Business Resource Groups from the Los Angeles Dodgers used for event and internal purposes across the entire organization. 

Los Angeles Dodgers - 2022 Season Marketing Campaign

Digital Graphics & Game Day Graphics 

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Below are a sample of graphics I created throughout the 2022 season. This year we celebrated the 60th anniversary of Dodger Stadium in a modern and colorful approach. 

Graphic design USA

awarded best branding by

Icons

Illustration

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For Dodger Stadium reopening for the 2021 season, new icons and graphics were needed to help enforce the new Covid protocols. I created these fun and easy-to-understand icons that were placed throughout the stadium and in email messaging. 

AEG Pride Shirt

T-shirt design

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Take a peek at my process! 

AEG is an annual sponsor of the LA Pride Parade. In 2024, I had the opportunity to create the
t-shirt design for AEG & AXS employees to wear during the parade. This year’s theme was Power
in Pride, reminding us that the power of togetherness, we can uplift the community. 

I took on a modern approach to the design referencing the Bauhaus movement and interweaving
it with all the colors of the pride flag. It turned out to be a great success with over 100 employees wearing the shirt and employees wanting a reprint.

AXS Culture Rebrand

Visual Identity

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AXS underwent rapid growth after introducing its original core values in 2017, creating a need for a refreshed culture system that better reflected who the company had become. Using AXS’s secondary color palette, I was able to showcase the core values by highlighting their fun, vibrant, and playful personality: Be the Spark, Make it Personal, Be Real, Bring Your ‘A’ Game, and Pat the Back. The goal was to create a visual system that felt energizing and easy to engage with across teams.

The project included concept development, logo creation, and user testing, allowing us to iterate based on real employee feedback. Deliverables included custom icons, posters, one pager and branded post-it notes. The campaign launched globally and was displayed across all 15 AXS offices, reinforcing the core values in a tangible and consistent way.

This project was a collaborative effort and a successful global culture launch for AXS.
Designers: Janine Ibrahim & Jayme Rosenstock

Art Direction: Jenny Suh-Cendrenda

View process highlights below:

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2022 Dodgers Marketing Campaign

Below are digital graphics, I created throughout the 2022 Season.