Theresa O'Toole
@theresaotoole
I build clear, scalable brand systems for complex technology, healthcare, and cybersecurity organizations.
What I'm looking for
I founded 3•Leaf Design to help organizations turn complex ideas into clear, audience-centered brands, websites, executive presentations, and integrated marketing assets. I partner directly with founders and executive leaders to align business strategy, messaging, visual identity, and customer experience.
At IBM, I transformed IBM Security’s fragmented cybersecurity portfolio into a scalable global brand system, creating guidelines and a centralized portal that improved team productivity by 50% and supported 12 consecutive quarters of growth. I’ve also led brand evolution and product communications at Resilinc, BioCentric, and Abbott Laboratories, translating technical, scientific, and medical information into accessible experiences across digital, print, product, and global marketing channels.
Experience
Work history, roles, and key accomplishments
President & Creative Director
3•Leaf Design
Jan 2002 - Present (24 years 8 months)
Founded and led a creative business focused on brand strategy, visual identity, and scalable creative systems for technology and healthcare organizations. Partnered with executives to align brand strategy with business goals and directed multidisciplinary creative teams.
Creative Director, Communications & Product
Resilinc
Jan 2023 - Dec 2024 (1 year 11 months)
Modernized the Resilinc brand by evolving visual identity and creative standards across digital and print. Produced high-performing creative assets, including social content reaching over 25,000 views and reports achieving a 10% download rate.
Creative Director, Strategy & Design
BioCentric
Jan 2019 - Dec 2020 (1 year 11 months)
Translated complex scientific and medical information into clear communications for pharmaceutical and healthcare clients. Managed multiple client programs and directed creative work across integrated campaigns, patient education, and digital experiences.
Led IBM Security's global brand transformation, unifying a fragmented cybersecurity portfolio into a scalable brand system. Built enterprise brand guidelines and developed creative systems that increased team productivity by 50% and supported 12 consecutive quarters of business growth.
Led creative implementation for the global rollout of the MediSense product line following Abbott's acquisition. Directed global production workflows across packaging, labeling, advertising, and technical documentation within a one-year timeline and $1.5 million budget.
Education
Degrees, certifications, and relevant coursework
University of Massachusetts Dartmouth
Bachelor of Fine Arts, Visual Design
Bachelor of Fine Arts in Visual Design from the University of Massachusetts Dartmouth.
Tech stack
Software and tools used professionally
Availability
Location
Authorized to work in
Job categories
Skills
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