Georgia-Pacific
Rebuilding a Digital Experience From the Inside Out
Senior Art Director / Pitch Lead
Verndale
As Senior Art Director at Verndale, I traveled to Atlanta with a cross-functional team to lead an immersive workshop with Georgia-Pacific’s core leadership. Together we re-architected their entire digital ecosystem—defining the sitemap, user flows, wires, content strategy, and ultimately a design system that modernized the brand. I led the creative vision and collaborated closely with our experience architects, strategist, PMs, and dev team to bring a unified, scalable website to life.
THE CHALLENGE
Georgia-Pacific needed a new digital home that reflected their scale, culture, and values. Their previous site lacked:
Clear navigation for multiple business groups
Human storytelling about employees and innovation
Modern UI or responsive performance
Unified design standards across divisions
A hiring-focused narrative to help recruitment
They needed an enterprise platform that felt modern, friendly, and purpose-driven—something that communicated who they are as a company, not just what they make.
THE APPROACH
1. On-Site Workshops in Atlanta
Partnered with leadership and internal teams to align on priorities, map the ecosystem, and co-create a user-centered foundation.
2. Human-Centered UX Strategy
Shifted the site toward people, culture, and impact—elevating community, careers, sustainability, and innovation.
3. A Modular Corporate Design System
Created a scalable UI system with strong typography, warm photography, and components that could flex across multiple divisions.
4. Collaborative Build Across Teams
Worked closely with Verndale development and strategy teams to ensure every page maintained clarity, warmth, and usability.
5. Hiring & Culture Storytelling
Refocused key pages on leadership, employee life, safety, and careers—helping Georgia-Pacific attract top talent.
THE OUTCOME
The new Georgia-Pacific website delivered:
A warm, modern corporate presence
Simplified navigation across divisions and audiences
An elevated storytelling platform centered on people
A scalable component system for long-term growth
A successful launch with strong internal adoption
Georgia-Pacific gained a digital foundation that finally reflected their culture, mission, and impact.
