DEALERTRACK BRAND REFRESH
The brand was fragmented with no central point of truth. There was a need to audit then move the brand forward as a unified entity.

BRAND AUDIT
The brand presence was inconsistent across the solutions. Different campaigns ran for each. There was a desire to consolidate and provide a framework to begin unifying campaigns and collateral.

BRAND GUIDE OVERVIEW
The work shifted Dealertrack from reactive, siloed creative execution to a clear, centralized brand direction that supported the business as a single, unified brand. I created a clear, easy-to-use design system for teams to apply consistently across touchpoints.

DEALERTRACK BRAND REFRESH

The Challenge

Dealertrack had grown into a suite of products and divisions, each operating with its own fragmented look and feel. There was no centralized creative oversight.

The brand needed to move forward as a unified platform, but first required clarity: what was working, what wasn’t, and how to align multiple teams and vendors around a shared creative direction. The environment was chaotic, with competing priorities and no single source of truth.

My Role

I was brought in to lead a full creative audit and establish the creative direction needed to unify the brand. Partnering closely with internal stakeholders and an external agency, I served as the central decision-maker for creative standards—guiding strategy, resolving inconsistencies, and ensuring all creative choices supported a cohesive brand system.

The Approach

Conducted a Creative Audit
Established Centralized Creative Oversight
Aligned Internal Teams and Agency Partners
Translated Direction into Scalable Assets

The Outcome

The brand refresh brought clarity and cohesion to Dealertrack’s visual identity, replacing fragmented execution with a unified system that teams could confidently build from. The new creative framework was adopted across multiple divisions and channels, reducing confusion, improving consistency, and establishing a sustainable foundation for future growth.

Key Skills Demonstrated

Creative Direction, Brand Audit & Assessment, Creative Oversight, Cross-Functional Alignment, Agency Collaboration, Enterprise Brand Systems, Stakeholder Management, Operational Clarity, Change Leadership