Business Network International

Business Network International (BNI) is the world's largest business networking organization, helping professionals build relationships and grow their businesses through structured referral networks. As one of the newest chapters, BNI LA/SGV faced the challenge of establishing a recognizable brand and growing its online presence. Working as a consultant with Avenues Consulting Group, I developed a branding strategy and social media plan designed to increase visibility while staying true to BNI's existing brand guidelines. This included creating a content strategy for Instagram and LinkedIn, designing a library of reusable templates, and improving the overall visual consistency and user experience of the chapter's social media presence. One of the biggest lessons I took away from this project was learning to design for users rather than for myself. Much of my previous design work had been for my own photography business or personal projects, where I had complete creative freedom. This project required a different mindset: understanding the goals of the organization, considering the needs and expectations of its target audience, and working within an established brand system. It taught me how to balance stakeholder objectives, user needs, and design constraints to create solutions that were both visually cohesive and strategically effective—a process that closely mirrors the product thinking I hope to continue developing.