Formula.Monks
Following Monks' acquisition of TheoremOne, I played a key role in launching Formula.Monks as the company’s technology division. Collaborating with a cross-functional team of design leaders, I helped define the brand system and contributed to the creation of the logo and visual identity. My responsibilities spanned creative direction, brand strategy, illustration, storyboarding, and scalable design systems. I continued to evolve the Formula.Monks brand as the technology pillar grew and matured within the broader Monks ecosystem.
Brand Systems & Creative Direction
Development of Formula.Monks brand identity
Creative direction for launch, including website and marketing design
Creation of storyboard and illustration systems for brand narrative
Direction of motion and video for core service pillars
Branding
Inspired by the mathematical foundations of software engineering, the visual system leveraged geometric forms, grids, and linear elements to create a brand language that felt both technical and forward-moving. The result was a scalable brand system that translated complex technology services into a clear, modern, and cohesive identity, helping position Formula.Monks as a leader in technology transformation and digital product development.
Expression
The brand needed to communicate technical expertise, innovation, and momentum while aligning with the wider Monks ecosystem. Rooted amid geometric forms, grids, and linear elements, I directed storyboard illustration and creative direction for the brand video, building a dynamic visual language that embodied the momentum and energy of the division’s core services: consulting, product delivery, and workforce acceleration.
