I led the branding of Ironworks, Caterpillar’s new in-house creative agency, crafting a distinctive visual identity that balanced corporate brand alignment with the team’s creative edge. Despite being one of the less-senior voices on the team, I guided the process with confidence, collaborating with experienced art directors to deliver a logo and brand system that resonated internally. The work extended into UX as well, with the design and launch of the Ironworks SharePoint site, which quickly became a model for internal platforms and a favorite among clients across Marketing and Brand.
