LSI
STORAGE AND NETWORKING
2012 - 2014
STORAGE AND NETWORKING
2012 - 2014
Evolving from creative production to creative vision
The internal creative team was in a tough situation. They had a CMO that didn't like their design aesthetic, stakeholders were constantly going to agencies, and the in-house talent was being wasted on low-level production work. My charter was obvious. With impatient leadership, frustrated creatives and demanding stakeholders, I carefully navigated a path to create a design and brand vision that drove unity across the entire marketing organization.
The pivotal point of change was when I was given an opportunity to showcase my strategic skills in developing an environmental branding plan for LSI's new campus in San Jose. This created an opportunity for the internal team to flex their creative muscle. Ultimately, the project was so successful that we were asked to work on larger, more impactful projects, such as the corporate brand refresh in 2013 and the event creative for LSI’s annual customer event - Accelerating Innovation Summit.
Improved team productivity by 40% by segmenting creative and production workflows
Drove corporate rebrand with internal team that was followed by $6.6B acquisition
Developed strategy and execution for environmental branding for new campus in San Jose
LSI Environmental Branding
Strategy, creative direction and project management
Strategy, creative direction and project management
LSI Creative Services
Creative direction and management
Creative direction and management
LSI Brand Refresh - 2013
Concept and creative direction
Concept and creative direction
LSI Brand Refresh - 2013
Design of visual identity guidelines
Design of visual identity guidelines
LSI Accelerating Innovation Summit (AIS) - 2013
Internal team's creative approach for event experience
Internal team's creative approach for event experience
LSI Videos
“Michael was an exceptional leader for the creative services team while I was at LSI. In addition to having great design chops, he had the skills to effortlessly navigate the often complex relationships between the design team and outside departments, including top execs. I would welcome the chance to work with him again.”
Bob Hansen
Content copywriter and team member at LSI
Content copywriter and team member at LSI
