Good ideas are only the beginning.
I'm Shannon Koy. I lead brand, communications, and creative work for organizations with complex challenges and ambitious goals.
Part strategist, part creative, part organizational problem-solver. I like thoughtful ideas, talented people, and the satisfaction of seeing good work make it into the world.
Building a stronger brand from the inside out
Led enterprise brand strategy and governance initiatives to strengthen brand consistency, establish shared standards, and align teams across a complex organization.
Making a complex transit system easier to navigate
Led a multi-year website transformation to simplify the customer experience, improve accessibility, and connect Bay Area transit riders with essential services.
More than getting the word out
From organizational change to public education and reputation management, I led communications that connected business priorities with the people they affect.
Changing behavior is the hard part
Turned behavioral research into a citywide public safety campaign designed to challenge assumptions and encourage safer driving across San Francisco.
Connecting the digital dots
Led enterprise digital asset management implementation and website modernization strategy, connecting brand, technology, and customer needs through shared systems and cross-functional leadership.
Keeping a familiar brand moving
Evolving an established regional transit brand through integrated campaigns and a recognizable visual identity connecting with millions of riders.
Creating a fresh perspective
Used audience research and brand positioning to guide a refreshed identity, digital experience, and more cohesive communications approach.
Finding the people who care
Crafting a sustainable communications roadmap for Family & Children’s Services department and leading the development of a social marketing campaign to recruit potential caregivers for teenagers in need.
A few independent projects, creative collaborations, and ideas worth pursuing.
Green Team
Less waste. More imagination.
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
Nature in the numbers.
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
A reason to come together.
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!
Theater magic, without the theater.
A series of imaginative, at-home theater kits from Bay Area Children's Theatre, combining original audio stories with mailed activity packs, illustrated materials, and hands-on play.
I worked with the BACT creative team to develop the visual system and design the printed kit materials, from concept through production.
