Building a brand in house.

The challenge
Position Accenture as a new kind of marketing partner capable of replacing much of the work currently done by Merck’s 30+ agencies of record.

The Insight
Agencies of record are often more interested in winning awards than moving the sales or profit needle. We went at this opportunity with the idea of positioning Accenture as uniquely focused on business results.

The Delivery
The concept, story, and design of the proposal helped establish our creative abilities. The story highlight the inversions of the classic tropes of the agency game: awards, high fees, and the bright lights of Madison Avenue. The design suggests a shift is coming that will reconfigure the agency landscape.

Design by Catherine Mayell. Writing by Troy Torrison;

The Challenge
Revamp key marketing efforts by presenting GSV as a mission-driven venture fund and showcasing the company story.

The Insight
GSV aims to democratize access to educational resources by investing in exceptional entrepreneurs driving massive digital disruption.

The Delivery
The design style aims to underscore the interesting ways that education and technology are colliding and reshaping our world and positions GSV as an arbiter of the education landscape of the future.

Landing page redesign, annual report, and design for ASU GSV Summit.

Brand refresh and visual design by Catherine Mayell.

The Challenge
How can Robinhood persuade people to invest in small local businesses that are suffering as a result of the pandemic?

During the initial outbreak of COVID-19, many small business owners were struggling. Robinhood created a platform that allows small business owners to get donations and funding through their local communities and tasked me with creating a branded campaign that would spread awareness of this platform, ultimately connecting small local business owners and people willing to invest in these businesses.

The Delivery
A social campaign I called “local heroes” that speaks to both audiences, small local business owners and local investors, while also giving a nod to the Robinhood brand.

Campaign concept, writing, and design by Catherine Mayell.

Amgen is a biotechnology company that develops cancer therapies, including immunotherapies and targeted medicines.

For this RFP, we wanted to move away from lifestyle images of retired couples and instead focus on the stunning beauty of the cells that have enabled recent breakthroughs in medicine.

Writing by Troy Torrison, concept by Mark Chew, visual design by Catherine Mayell.

The Challenge
Accenture Interactive Marketing Operations needed a refreshed brand identity to reflect its role in turning unpredictable consumer behavior into strategic opportunities. The challenge was to create a visual identity that communicated precision, agility, data-driven marketing, and customer insights.

The Insight
Great branding isn’t just about aesthetics—it’s about storytelling and alignment with core business values. Modern consumers are more distracted than ever, constantly shifting between platforms, devices, and messages. Their attention is fleeting, making it harder for brands to stay relevant. To cut through the noise, marketing must be seamless, personalized, and data-driven. Accenture’s strength lies in integrating media spend, supply chain, and AI-driven insights to capture consumer attention at the right moment. The rebrand needed to reflect this reality, positioning Accenture as the leader in turning fragmented consumer behaviors into cohesive, high-impact marketing strategies.

The Delivery
The new identity positioning Accenture as the go-to partner for turning consumer unpredictability into profitable marketing strategies.

Concept and visual design by Catherine Mayell. Writing by Troy Torrison.

The Challenge
Skyfit is a personal trainer app with a strong emphasis on audio-based workouts, setting it apart from competitors. However, to truly create a personal training experience, the app needed to expand its features to include goal setting, progress tracking, and personalized feedback. Additionally, its brand identity and user interface required a refresh to enhance engagement and motivation.

The Insight
Motivation is key to fitness success. Users are more likely to stay committed when they can visualize their progress, set achievable goals, and receive personalized recommendations. A well-designed interface, compelling branding, and seamless navigation would help reinforce Skyfit’s mission—to provide a dynamic, immersive personal training experience.

The Delivery
The Skyfit redesign enhances both branding and user experience to create a more motivating and personalized fitness journey. The updated branding sets Skyfit apart with an aspirational identity, while the Progress Tab keeps users engaged through real-time updates and goal-setting features. The Past Workouts Tab offers a structured view of workout history with filters to track habits and progress effectively. Lastly, the Discover Tab delivers personalized workout recommendations based on user activity and community favorites, ensuring a tailored and engaging fitness experience.

Concept and visual design by Catherine Mayell

The Challenge
There are 25 candidates for President, who should I vote for?

The Product
VoterGuru tracks voting records and public statements of political candidates to find your closest ideological match. Additionally, VoterGuru provides resources and tools to help young voters stay engaged in politics.

My Contribution
Designed prototypes and participated in user experience research, including observing users, conducting interviews, and A/B testing. Launched consumer product.

The Impact
VoterGuru has been written about in publications such as The Observer, Distractify, and Ink.com and recently won an Adweek Project Isaac Award for startup invention. 

The challenge:
The McDonalds team came to the POD to tell the story of ZBO (Zero Based Organization).

ZBO is a process that takes nothing for granted about an organization’s size or design. It literally imagines a company like McDonalds starting from zero and building up departments, functions and people based on real needs as opposed to organizational inertia. Done right, it has the potential to find tremendous savings.

The Insight:
McDonalds leadership had prior experience with Zero-Based projects and needed to know how Accenture was different. Accenture uses a proprietary approach that is customized to each client. We used McDonald’s expressed need for more growth and leveraged their golden arch to find a playful, yet impactful presentation.

Concept design by Mark Inaba, Visual design by Catherine Mayell. Writing by Troy Torrison.