I’m passionate about Brand. The sheer stupid giddiness I feel delving into guidelines and adopting systemic approaches for simplicity and consistency bring me Marie Kando levels of joy, and the opportunity to build and manage a brand is the door to my happy place.

Recognizing the paramount importance of an underlying strategy for every brand, I am well-versed in articulating the "capital B" Brand Idea and conveying it effectively. Above all, I understand the imperative of a pristine, consistent delivery of the brand at every touchpoint without fail.

As a testament to my expertise in brand design, refresh, and management, I present the VMware Brand, a realm where I have been a pivotal steward for the past 12 years. VMware, comfortably situated in the Fortune 500 with an annual revenue of $20 billion, recently saw Broadcom investing a staggering $65 billion in its acquisition—a clear testament to the brand's inherent value.

Throughout my tenure, I played a crucial role in two and a half brand redesigns. Beyond providing design direction, I co-authored comprehensive guidelines spanning everything from branding and video to file structure naming. I firmly believe that building an outstanding brand goes beyond aesthetics; it involves creating something scalable that seamlessly executes across all touchpoints, whether handled by an in-house team, a third-party vendor, or even Ted in Sales (Hello, Ted).