Shannon Koy is a brand and communications leader who brings strategic clarity and creative thinking to complex organizations.
I help organizations build stronger brands, communicate with clarity, and turn complex business priorities into cohesive experiences.
My work spans enterprise brand strategy, integrated communications, digital transformation, and creative leadership—connecting people, systems, and ideas to move organizations forward.
Building a unified brand across a decentralized enterprise
Led enterprise brand strategy and governance initiatives to strengthen brand consistency, establish shared standards, and align teams across a complex organization.
Simplifying the digital experience for Bay Area transit riders
Led a multi-year website transformation to simplify the customer experience, improve accessibility, and connect Bay Area transit riders with essential services.
Connecting business priorities with meaningful communications
Led communications strategies and integrated campaigns supporting organizational change, customer education, and corporate reputation across diverse audiences.
Turning behavioral research into a citywide safety campaign
Translating behavioral research into a public safety campaign designed to influence perceptions and encourage safer driving across San Francisco.
Building a more connected digital experience
Led enterprise digital asset management implementation and website modernization strategy, connecting brand, technology, and customer needs through shared systems and cross-functional leadership.
Strengthening a regional transit brand through integrated communications
Evolving an established regional transit brand through integrated campaigns and a recognizable visual identity connecting with millions of riders.
Repositioning a children's theatre brand for a changing audience
Used audience research and brand positioning to guide a refreshed identity, digital experience, and more cohesive communications approach.
Developing a communications strategy to recruit and engage caregivers
Crafting a sustainable communications roadmap for Family & Children’s Services department and leading the development of a social marketing campaign to recruit potential caregivers.
Additional Work & Creative Experiments
Green Team
Making sustainability more visible, touchable, and accessible for elementary school students.
This collaborative project helps kids grow their curiosity about nature and their sense of belonging in the world by strengthening the school's environmental practices.
Through interactive installations at Rosa Parks Elementary School, students explore sustainability firsthand as actual lunch waste takes over the walls and fills a life-sized whale's belly. Students are prompted to consider what waste is, where it goes, and how we manage it.
A "Reduce the Use" pledge campaign follows, led by the student leadership council, along with local clean-ups and alternative transportation initiatives.
As a creative outlet, this project gives me space to experiment with recycled materials, handmade textures, dimensionality, and color.
Data science & the environment
A visual identity for a new research center tackling environmental challenges at UC Berkeley.
To coincide with the launch of the Eric and Wendy Schmidt Center for Data Science and Environment, I created a visual identity designed to stand out in the university landscape while establishing a confident, trustworthy, and inclusive tone.
The identity needed to express the center's mission of creating data-enabled solutions to pressing environmental challenges, from predicting wildfires to optimizing carbon capture methods.
As the designer, I selected a typeface reflecting the duality between data and the environment. A custom leafy accent and a palette drawing on UC Berkeley blue and natural tones connect innovation with the natural world.
Art of Hope
Encouraging artistic expression to bring people back together and nurture belonging in a time of crisis.
This participatory art project was created with students at Rosa Parks Elementary School while schools were closed to in-person instruction.
Students expressed their feelings through personal art and words. I assembled their handmade drawings and statements of hope into a giant on-site display of art kites, symbolizing a new beginning together.
The installation attracted attention throughout the neighborhood and brought students and families back to campus to share a moment of hope.
Play On!
A visual style for interactive kits that bring the magic of theater into the home.
As the graphic designer, I worked closely with the creative team at Bay Area Children's Theatre to develop a consistent look and feel for their story-based audio musical kits.
Play On! kits are creative experiences that invite children to role-play through stories, shape outcomes, and engage with music, adventures, and imaginative games.
My work included producing printed kit materials from concept through completion, with an emphasis on color, composition, typography, and consistent style guidance.