A full rebrand of the Oregon College Savings Plan into Embark, creating a more inclusive, human brand that resonates with modern families.
Brand Identity
Design Direction + Strategy
Experience Design
Website Design
Design System Development
I helped lead the full rebrand of the Oregon College Savings Plan, now Embark Savings. Partnering closely with cross-functional teams at Thesis, I helped shape a new identity that feels flexible, warm, and genuinely inclusive. Embark reframes the program as a future-forward partner for every kind of learner, giving Oregon families permission to define education on their own terms.
The launch quickly demonstrated the strength of the new brand. In its first full cycle, Embark generated more than 8.6M impressions, drove meaningful lifts in web traffic and social engagement, and expanded across channels from influencer partnerships to transit placements, signaling strong momentum and connection statewide.
