VERNDALE

An identity system for a digital experience agency.

The Challenge:

Verndale, a large Boston-based digital experience agency, needed a full brand transformation. They lacked a cohesive identity, visual structure, voice, tone, and digital presence that reflected their capabilities in enterprise design, development, and digital transformation.

They needed a brand world that could:

• communicate credibility and innovation

• support complex enterprise software partnerships (Sitecore, Acquia, etc.)

• exist across websites, marketing, sales decks, events, and internal culture

• evolve with new service offerings as the digital landscape shifted

My Role:

As Senior Art Director, I led the entire rebrand, including:

• Designing the new Verndale logo (the only logo ever approved and kept by ownership)

• Establishing the full identity system: color, typography, grid, iconography, patterns, visual language

• Developing the brand voice and tone

• Creating system rules for digital, product, and marketing environments

• Art directing digital experiences, responsive UI systems, and enterprise-level UX

• Mentoring designers and collaborating across creative, development, and strategy teams

• Helping shape how Verndale presented itself in the marketplace

This was not a cosmetic refresh — it was a foundational reinvention.

Brand Concept:

The rebrand centered around clarity, precision, and forward momentum — themes that mirror the agency’s work in digital transformation.
The identity system was built for:

• enterprise-scale storytelling

• complex UX environments

• multi-device responsiveness

• sales, marketing, and executive communication

The design language leaned into geometry, rhythm, and modern typography, giving Verndale a confident, elevated presence.

Digital Experience Leadership:

I led creative direction for major enterprise clients, designing responsive websites and applications for brands like:

• GE Healthcare

• Honeywell Aerospace

• Stanley Tools

• Bostitch

• Georgia-Pacific

• Mesirow Financial

• Concentra Healthcare

• IEWC

This work honed my expertise in UI/UX, interaction design, information architecture, and product strategy.

“I had the privilege of working with Gary for several years as he helped expand the talent base within the Experience Design team at Verndale. In addition to his ability to deliver exceptional experiences for customers, Gary was heavily involved in supporting new business development through the creation of preliminary strategy, user research and design based activities. Gary always brought unique and refreshing ideas to the table and was willing to step in at a moment's notice to support the team.”

Ryan Moltenbrey - Executive Vice President of Sales, Verndale

System Thinking:

The identity and UX work needed to scale across:

• large, multi-layered websites

• digital products

• brand systems

• sales materials

• video and motion

• internal culture and onboarding

• events and partnerships

I approached the brand as a flexible digital ecosystem, not a static logo.

Outcomes:

• A fully modernized brand identity used across all corporate, digital, and marketing channels

• The only Verndale logo ever approved and retained by ownership

• A scalable visual system supporting enterprise website and product design

• Elevated marketplace perception, positioning Verndale as a high-end digital experience agency

• Award-winning work (Horizon Interactive Award, 2016)

• Stronger cohesion across sales, creative, development, and strategy teams

“It's impossible to say enough nice things about Gary. First, he's a versatile, thoughtful, highly experienced art director capable of self-sufficiently tackling an endless array of projects from concept to flawless execution. An increasingly rare breed of creative, he's equally comfortable designing massive CMS-powered websites, short-term campaign sites, cross-platform apps and any digital marketing collateral as well as print, video and various physical media like signage and event design. Second, he's an amazing mentor and teammate who constantly inspires others to grow and thrive via his extreme talent, positive attitude and collaborative nature. I would welcome any opportunity to work with him again in the future!”

Deb Grant - VP Creative Director, Verndale

“Gary is a talented, creative and patient mentor. His positive outlook helps our team through challenging tasks and shows throughout his work. Working with Gary has made me a better designer, think more creatively, and work with more patience. Thanks Gary!”

Christopher Anthony - Visual Design Lead, Verndale