Embedded Contractor • Fortune 500 / Infrastructure
One designer, three brands, field engineer to C-suite
Commercial Metals Company is a Fortune 500 infrastructure company operating across the US and internationally. As the embedded contract designer, I hold the creative output of the marketing team across CMC and its subsidiaries — Tensar, Geopier, and InQuik — running concurrent projects with stakeholders in marketing, product, and engineering at once. The common thread through every format is translating complex technical and organizational information into visual communication that lands for audiences from field engineers to the C-suite.
Every format, one standard
The work spans digital advertising, large-format print, executive presentation design, editorial publishing, 3D product visualization, and motion graphics. What holds it together isn't a single deliverable — it's a consistent standard applied across four brands and every surface, so a field engineer and a C-suite executive both get communication built for them.
Teaching a product through a book
InQuik is one of CMC’s products. To educate customers on its advantage, I designed a digital book — illustrated and composed in Illustrator and Photoshop, laid out and produced in InDesign. A long-form editorial piece that carries a technical argument without losing the reader.
Campaigns across partnerships
Google ad campaigns promoting the eBook, alongside campaigns for the CMC partnerships with New Jersey DOT and Texas DOT — the same visual system extended across product education and public-sector partnership marketing.
Built for the room, not the file
I designed the CMC Global Leadership Summit brand identity from scratch — event logo, typographic system, and the full suite of supporting assets — then built and delivered the executive presentation system senior leadership used on stage in San Antonio.
The presentation system had to do something difficult: translate complex organizational messaging — strategy, performance, direction — into a visual narrative that lands in a large-format live event. Slides that work on a laptop fail on a 20-foot stage. The system was built for the room, not the file.
Held together by one hand
Four brands, dozens of concurrent projects, audiences from the field to the boardroom — all kept consistent by a single embedded designer working across marketing, product, and engineering. All the brands expanded scope and budget after the first engagement. The work is proof of the thing hardest to show in a portfolio: not one great deliverable, but a standard that holds across everything an organization produces.
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