I was enlisted by Rob Walstrom, the former CEO of Vera Bradley, to serve as the Art Director and brand strategist for VRA, the umbrella organization encompassing renowned brands such as Vera Bradley, Pura Vida, and goodMRKT. My objective was to craft a cohesive brand identity that seamlessly intertwined with Vera Bradley's established branding elements and history, while also reflecting the company's evolution towards innovative ideas and its expanding portfolio of acquired businesses. The results of my efforts now serve as the cornerstone for all visual aspects associated with Vera Bradley Inc, prominently featured in press coverage, internal company platforms, and across various corporate documents and presentations.