In 2019, the Oracle Applications Users Group (OAUG) board rebranded their global association. After analyzing data and feedback gathered from member and board focus groups, I developed the new identity. During the development phase, the association renamed themselves to the Oracle Application & Technology Users Group (OATUG). The turnaround was tight resulting in a secret reveal of the brand at the COLLABORATE Conference. The U in the logo was highlighted as the graphical element to accent “U” (you) as the “User” since that was the focus of the association as well as the driving force behind the OATUG Central booth at the COLLABORATE conference. My role was art director and lead designer for various media. I led art the creative team on the initiative as well subsequent collateral, social graphics and web projects.