The City of Austin is one of the fastest growing cities in the United States, home to nearly one million residents and a thriving creative, tech, and cultural community. For nearly 200 years the city had operated without a unified visual identity, relying on over 300 fragmented logos across its departments and agencies.

Pentagram was brought in to design the city’s first comprehensive brand identity system. I led the project from the ground up, managing the Pentagram design team, coordinating directly with the City of Austin, and presenting every milestone to city leadership throughout the process. I developed the full brand identity and guidelines, creating a cohesive visual system designed to work across every city department and application.

As part of the launch, I led and presented a brand training session at Austin City Hall for the city's graphic designers, marketing staff, and communications teams, introducing the new identity and equipping them with the tools to implement it consistently across the organization.