I joined Boone Group as a Junior Art Director shortly after completing my Master's in Interactive Media. This project became the turning point in that role — the work that led to my promotion to Lead Designer and Art Director for the entire company.

The engagement started with a SWOT analysis I conducted directly with Boone Group's CEO. That process surfaced a core problem: the existing website had no story. It listed services but never explained why Boone existed or why the CEO was so committed to helping businesses win government contracts. Visitors had no reason to trust or remember the brand.

I used those findings to guide a full redesign centered on narrative to restructure authority. Instead of leading with services, I restructured the site to lead with mission — positioning the CEO's passion and expertise as the throughline that connects every page back to a single idea: Boone exists to help businesses succeed in government contracting. This meant rethinking the homepage hierarchy, messaging tone, and visual identity so that credibility and purpose came through before a single service was listed.

Because the redesign clarified Boone's voice and visual identity so clearly, it became the reference point for everything that followed. I extended the new brand system into social media templates, marketing collateral, and materials used at industry conferences — giving the company a consistent look and message across every touchpoint, not just the website.