Baldor Brand Refresh

I spearheaded Baldor's first comprehensive brand refresh in nearly a decade, reimagining how a regional food distributor could compete with personality against larger, more corporate competitors. The rebrand included new positioning, messaging architecture, an expanded color palette, photography guidelines, and updated typography—all anchored by our brand anthem video, "Baldor Delivers," which positioned us as a company that cares equally about customers, suppliers, and employees. This wasn't just a logo refresh; it was a strategic repositioning to humanize our brand and emphasize the relationships that set us apart. I led the rollout across every touchpoint—from social media and business cards to internal signage and custom wall designs in our cafeterias—ensuring our 2,500+ employees and 16,000+ chef customers experienced a cohesive, more personal Baldor at every interaction.