Let’s connect
All projects

Managing consistency across a complex brand

Client
Alloy Therapeutics
Collaboration with
Wizardly
Roles
Design Lead, Art Direction, Account Lead
Disciplines
Brand systems, campaign design, web design, print and event collateral
Years
2022 – Present
An Alloy Therapeutics webinar page, "From Data to Decisions in Antibody Discovery", open on a laptop

What this case study coversI help keep Alloy’s brand consistent across its parent brand, division brands, related companies, campaigns and events, while leading the Wizardly designers and developers behind the work.

Since 2022, I’ve led design across Alloy’s parent brand, divisions, related companies, website, campaigns and events. I work directly with Alloy’s point of contact and lead the work on Wizardly’s side, setting creative direction, making key design decisions, and directing designers and developers through execution and review.

Rather than cover every project from the past four years, I’m focusing on a few moments that show what this ongoing role looks like: bringing more consistency to Alloy’s division brands, leading a recurring quarterly campaign, and creating a new direction for its first R&D Day.

Jump to a focus
Brand ManagementCampaigns & Events

Focus oneThe division brands had started to feel disconnected, so I rebuilt the color system to make each one distinct while bringing them back together.

Alloy’s divisions had been created and updated at different points over the years. While the parent brand remained consistent, the divisions had gradually moved in different visual directions.

I led a refresh of the color system to create a stronger connection between them while keeping each division recognizable.

Alloy Therapeutics beside three of its division brands, each paired with the Alloy blue

A shared color brought the divisions together while keeping each one distinct

I made Alloy’s primary blue the constant across every division, then paired it with one distinct color from the parent palette. The individual colors were chosen intentionally based on the personality and maturity of each division.

During review, we explored muted colors and three-color combinations, but both started to recreate the inconsistency we were trying to solve. I recommended keeping the two-color structure and worked through alternatives with Alloy that addressed the feedback without weakening the larger system.

The result is a simple system that gives each division its own identity while creating a clear visual connection back to Alloy.

The division color system worked through in Figma, from revisions to the final set

Focus twoFrom quarterly campaigns to one-off events, I lead the creative direction across every touchpoint while keeping the work connected to Alloy.

Quarterly campaign deliverables for an AI/ML antibody discovery webinar

Each quarterly campaign brings a different division to the forefront while keeping every touchpoint connected.

Each quarter, Alloy spotlights a division or partnership through a coordinated campaign across web, email, social, technical content, and a webinar.

I lead the creative direction and design on Wizardly’s side, starting with the featured division’s colors and visual identity, then establishing how that direction carries across every touchpoint. From there, I direct production across the team and review the work to make sure everything stays connected.

For more content-heavy pieces, I also help strengthen hierarchy and make complex scientific information easier to follow.

Campaign deliverables
Registration Landing pageDownload Landing pageEmail GraphicsHubspot GraphicsGoogle AdsLinked AdsOne-pagerWebinar deck
R&D Day 2026 landing page, speaker graphics, presentation cover and name badge

For Alloy’s first R&D Day, we refreshed the brand just enough to give the event an identity of its own.

Alloy wanted its first hosted R&D Day to feel like a distinct event without creating a separate brand. I led the creative direction, building from Alloy’s existing visual language while shifting toward lighter blues, higher contrast, blurred graphics, and more layered compositions.

As the event grew, so did the list of needs. I worked with another designer to carry the direction across digital and physical touchpoints, and brought the client into the process where it made sense. For the event logo, another designer developed the initial direction before I worked through revisions live with Alloy and adapted the final mark for different applications.

We also created flexible Canva templates for name badges so Alloy could manage speakers, attendees, and last-minute additions themselves. The system extended beyond what we produced directly, giving their team an event identity they could carry into additional materials and swag.

Event deliverables
Landing pageSpeaker social graphicsHubSpot graphicsDigital Invitation GraphicAttendee social graphicsEvent logoName badge templatesPresentation Covers

More Projects

Blue 3D molecule from the BrightSpec imagery system
BrightSpecAI Imagery • Art Direction
The Ketryx site open on a laptop
KetryxWeb Design • Art Direction • Interaction Design • Design System
The Tr1X Bio website hero — engineering cures for autoimmune diseases
Tr1X BioWeb Design • Art Direction • Interaction Design
The Sublime Systems website on a laptop propped on raw rock
Sublime SystemsWeb Design • Art Direction • Interaction Design