Branding & Web Design


Leap Media Group

Leap Media Group is a retail media network launched by Giant Eagle, connecting brands with over 14 million customers through targeted, omnichannel experiences.


The opportunity was to define a new brand that could translate complex data capabilities into a clear, engaging, and differentiated market presence.


I led the development of Leap Media Group’s brand identity and digital experience—creating a scalable visual system that positioned a new retail media network for growth. From logo to UI, I established a cohesive brand language designed to connect data-driven advertising with human-centered storytelling.

Defining Project Goals

The goal was to create a modern, cohesive brand that reflects Leap’s forward momentum while simplifying a complex offering.


This included building a scalable visual identity system, designing a user-centered website experience, and establishing brand guidelines to ensure consistency across all touchpoints.

Branding & Strategy

Leap is an industry leading ecosystem that spans grocery, pharmacy, fuel, and convenience. To define the Leap brand, I focused on three core principles while integrating visuals that represented this messaging:


Clarity: Simplifying complex data-driven offerings into intuitive visuals and that represent grocery, fuel, pharmacy and convenience.


Momentum: Expressing forward movement through form, motion, and layout


Connection: Humanizing the brand through approachable design elements also used in other Giant Eagle marketing, such as the bird motif.

Social Media & Advertising

The brand system was designed to extend seamlessly across digital channels, including social media and paid advertising.


I developed a cohesive visual system that incorporated Leap’s signature elements, such as the bird motif, icons, and color systems.


Collaborated with the team to introduce motion and animation, enhancing engagement across both web and campaign executions.

Iconography

A custom icon system was developed to simplify complex offerings and support storytelling across the platform. The icons are designed for scalability, clarity, and consistency across digital and print applications.

Role & Contributions

  • Led brand identity development from concept through execution


  • Collaborated on company naming exploration, creating multiple naming concepts and visual moodboards to evaluate brand positioning, tone, and visual direction


  • Designed and scaled a comprehensive visual language system across digital and marketing touchpoints


  • Established color, typography, and iconography guidelines to ensure consistency and flexibility across applications


  • Mapped and refined user journeys to support a clear and intuitive user experience


  • Defined UI/UX direction for a responsive marketing website



  • Extended the brand across web, social, print, and digital channels to create a cohesive cross-platform experience

Results

The new brand identity and digital experience played a key role in Leap Media Group's early growth:


Q1 performance exceeded forecast by 12%.


Sponsored Search revenue surpassed projections by 40% within six months.


Secured 50 new vendor partnerships within the first year.


These results reflect the impact of a clear, scalable brand system in driving engagement, credibility, and market adoption.