Creative and Design Leadership for a Global Life Sciences Org

Client

DIA is a global organization with a 60+ year history of bringing people together in life sciences, technology, and regulatory with the goal of making people better, faster.

Engagement

In-House Head of Brand Design and Creative Services

The Challenge

DIA needed a unified, high-impact visual identity to strengthen its global brand presence and elevate its flagship Global Annual Meeting. The goal was to create a system that reflected DIA’s mission of accelerating healthcare innovation through worldwide collaboration—while maintaining consistency across diverse markets, teams, and media.

The Solution

Serving as global creative and design lead, I directed the full end-to-end brand initiative, balancing creative execution with cross-functional leadership:

Led a global creative and marketing team across 6 countries, aligning regional priorities while maintaining global brand consistency.
Partnered directly with executive leadership to ensure creative strategy aligned with corporate mission, vision, and business objectives.
Developed a scalable event identity integrating DIA’s full brand palette into a simple, instantly recognizable mark symbolizing global collaboration.
Delivered a complete brand system: color architecture, graphic motifs, custom digital style guides, and standards applied across digital, social, video, large-format print, venue signage, and trade show environments.

The Outcome

The initiative delivered immediate business impact and long-term brand value:

Operational scale — delivered 500+ assets with a 50% increase in production efficiency and a 40% lift in audience engagement.
Record-breaking event success — DIA’s 2018 Global Annual Meeting became the most successful in its 60+ year history, setting new benchmarks for both attendance and revenue.
Enduring brand platform — the identity continues to serve as the foundation for all subsequent DIA Global Annual Meetings.

+40%

Engagement

500+

Brand Assets

+50%

Turnaround Speed

Don’t Take My Word For It

I had the privilege of working with Tony for many years, and I can confidently say he is one of the most talented and reliable professionals I’ve encountered. Tony has an extraordinary ability to take ideas from conversations or rough concepts and transform them into visually stunning designs that exceed expectations.

Life Sciences Nonprofit Associate Director

It was a pleasure working with Tony. He is an effective design strategist, executing on a flawless creative vision way beyond our expectations. Whether it includes branding, marketing materials, creative direction and more, Tony led several iterations of branding strategy. Tony’s creativity and attention to detail would be a valuable contribution at any organization.

Life Sciences Director of Business Development

Additional Work

I also redesigned and executed the org’s overall visual identity across a wide range of media, including white papers, annual reports, marketing materials, print and digital ads, infographics, catalogs, and event programs.