FULL FOCUS
✻ Brand Strategy ✻ Creative Direction ✻ Organizational TransformationProject Snapshot
Industry
Leadership & Productivity
Role
Creative Director
Team Leadership
Senior Graphic Designer • Graphic Designers • Videographer • Copywriters • Photographers • Video Producers
Cross-Functional Partners
CMO • Head of Product
Scope
Brand Strategy • Identity System • Website • Product Design • Video Production • Photography • Live Events • Environmental Graphics
Year
2020-2022
As Michael Hyatt & Company evolved from a personality-led brand into a growing portfolio of products, services, education, and experiences, its founder-led identity had become limiting.
Full Focus began as a single product within the business. I developed and pitched the vision to elevate it into the company’s umbrella brand, creating a scalable identity that could unify the portfolio and support growth beyond its founder.
As Creative Director, I led the rebrand from strategy through execution, overseeing its expression across products, digital experiences, education, marketing, photography, video, live events, and physical environments.
OVERVIEW
MY ROLE
As Creative Director, I partnered closely with the CMO and executive leadership to define and implement the company’s new creative vision. I led a multidisciplinary creative team while overseeing the rollout of the brand across marketing, digital products, physical products, educational content, photography, video, and live events.
Beyond the rebrand itself, I directed creative production for product launches, online training programs, and annual flagship events—ensuring every customer interaction reflected a consistent and elevated brand experience.
The Approach
Rather than treating the rebrand as a visual refresh, I approached it as the creation of an integrated brand system built to scale. Every decision—from identity and packaging to website design, photography, environmental graphics, and video production—was made with long-term scalability in mind.
I also established creative direction for photo and video shoots, ensuring a cohesive visual language across campaigns, educational products, and live experiences.
OUTCOME
The rebrand transformed a founder-led identity into a scalable umbrella brand, bringing the company’s growing portfolio of products, education, digital experiences, events, and marketing under one cohesive system.
By elevating Full Focus from a single product to the master brand, the business could grow beyond its founder while building a more unified customer experience.
Creative leadership extends beyond design—aligning teams, shaping a shared vision, and making sure every touchpoint works together.
