Crafting a Brand with Purpose and Direction
WayFinderTN began as a collaboration with an outside design agency, where I was asked to guide the creative process and ensure alignment with TDOT’s brand standards. After several costly rounds that missed the mark, I recommended bringing the project in-house and took on the design myself.
The goal was to create a clear, connected visual identity that encouraged Tennesseans to think beyond driving alone. Over a few focused weeks, I developed three unique logo systems — each simple, memorable, and aligned with TDOT’s broader look. The final design, a compass arrow woven into the “W,” captured the brand’s heart: direction, movement, and connection.
Early Direction
The Selected Direction
Integrating compass symbolism into a clean, modern mark that connects movement and meaning.
Bringing the Message to Life
Beyond logo design, I worked on crafting the messaging and visuals used to launch WayFinderTN within TDOT. The goal was to create materials that informed, inspired, and built excitement around the new app.
Guiding the Direction
What began as a consulting role quickly grew into one of the most rewarding challenges of my career. By stepping in to lead the creative direction, I helped transform a struggling project into a cohesive, purpose-driven brand. It reminded me that design isn’t just about visuals — it’s about leadership, communication, and having the courage to guide people toward clarity.