The Chosen is one of the most-watched independently produced series in the world — a crowdfunded, multi-season drama with a global fanbase and a brand that needed to grow with it. When I came on as ACD at Voltage AD in 2022, the visual identity existed but had no defined parameters. Every team and vendor touching the brand was interpreting it differently, and there was no centralized resource to keep it consistent.
The brand had the equity. It just needed the infrastructure. I refined and evolved the existing identity, defined how every visual element — typography, color, iconography, photography, motion — would behave across touchpoints, and built a brand resource center in Lingo that became the operating system for the entire brand. Every guideline, every asset, every approved usage lived there — accessible to designers and marketers around the world. Building a system that could travel internationally, stay consistent across teams and vendors who had never met, and still feel like one brand was the scope of the work.
AGENCY: Voltage AD
ROLE: Creative Direction, Brand System Design, Brand Architecture
