Transfr
Role: Full-time Senior Designer Timeline: 2024-2026 Team: Marketing Tools: Figma, Creative Suite (Illustrator, Indesign, Photoshop) Website: transfrinc.com
Transfr, Inc. is a workforce development technology company that leverages virtual reality (VR) simulations and AI-powered digital coaching to support career exploration and hands-on workforce training. Founded in 2017 with headquarters in New York City and Salt Lake City, Transfr partners with schools, employers, and government agencies to prepare learners for high-demand careers in manufacturing, healthcare, construction, and other skilled trades by expanding access to career education.
At Transfr, I partnered with the VP of Creative and Brand to expand Transfr's corporate identity, leading the development of scalable brand systems, including sub-brand architecture, brand assets, corporate collateral, presentation templates, employee asset kits, and comprehensive brand guidelines. In collaboration with executive leadership—including the Chief Marketing Officer, Director of Product Marketing, and Senior Web Designer—I led the creative direction for the launch of Transfr Train, and directed the design of integrated marketing campaigns across digital advertising, social media, web, email, sales enablement, and experiential events, ensuring a cohesive brand experience.
Transfr’s corporate brand is used for those projects and properties which concern Transfr as a whole. The graphic itself evokes movement, highlighting the transfer of knowledge and skills, and the blue color represents confidence and calm, a feeling that Transfr students and partners will associate with the programs.
Transfr Trek introduces learners to career exploration through approximately 50 VR simulations spanning 150 occupations. It includes personality assessments, career and labor market insights, and financial literacy tools, culminating in a personalized career pathway plan that can be shared with educators and mentors.
Transfr Train prepares learners with job-ready skills through more than 330 immersive VR simulations in high-growth industries, including advanced manufacturing, healthcare, aviation, and the skilled trades. The platform combines virtual coaching, e-learning modules, knowledge assessments, and instructor curriculum planning, culminating in industry-aligned credentials.
To support learner achievement, designed three credential types:
Microcredentials recognize mastery of individual competencies through summative assessments and are designed primarily for adult learners to share on professional platforms such as LinkedIn.
Digital Badges acknowledge technical skill development and training milestones, primarily for secondary school learners preparing for workforce entry.
Certificates of Completion recognize successful completion of a full training pathway, earned by completing all required e-learning modules, VR simulations, and course requirements.
The brand identity system, accompanied by examples of corporate print collateral, graphic and photography standards for both Transfr Train and Transfr Trek, including three promotional flyers, a classroom poster, and a print advertisement.
Above are two pages from the redesigned website, including the homepage shown on the far left. In collaboration with the Senior Web Designer, redesigned several page layouts and created visual assets for approximately 50% of the site. The website was designed to effectively serve a diverse audience, including K–12 school districts, community colleges, workforce boards, nonprofits, and justice-impacted programs.
Following the launch of the redesign, the website generated a 30% increase in leads within the first month, grew monthly unique visitors from 1,300 to more than 4,000, and supported a platform that now serves over 400,000 learners across more than 40 states.
The first set of digital ads are part of a Transfr Trek remarketing campaign. The second set showcases a K-12 ad campaign focusing on the product with simulations, avatars, and models with headsets at the forefront. These increased leads by 15%.
Generic, customer, and product oriented email headers.
Select layouts taken from Transfr’s brand book that define key elements of Transfr’s visual identity system.
I was given the opportunity to incorporate the Transfr brand into the headquarter office location at Civic Hall in Union Square. The main office door and walls are transparent glass on which I chose to apply a light blue gradient. The 3D shape brand elements were superimposed onto the panel of curtains covering the windows facing the building’s exterior.
Two examples of standard banners for corporate events.