Open to opportunities

Theresa O'Toole

@theresaotoole

Message

I build clear, scalable brand systems for complex technology, healthcare, and cybersecurity organizations.

United States

Message

What I'm looking for

I'm looking to lead brand strategy and creative systems for organizations solving complex technology, healthcare, or product challenges, partnering with executives and cross-functional teams to build clear, scalable experiences.

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

Current

President & Creative Director

Current

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.

Brand Strategy Creative Direction Art Direction Design Systems Information Architecture Adobe Creative Cloud Figma Generative AI ChatGpt Midjourney Firefly Runway Veo ElevenLabs

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.

Brand Strategy Creative Direction Design Systems Art Direction Adobe Creative Cloud Figma

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.

Creative Direction Brand Strategy Information Design Medical Communications Client Management Adobe Creative Cloud

Lead Designer & Brand Development

IBM

Jan 2013 - Dec 2018 (5 years 11 months)

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.

Brand Strategy Creative Direction Design Systems Cross functional Leadership Information Design Adobe Creative Cloud

Lead Designer

Abbott Laboratories

Jan 1998 - Dec 2000 (2 years 11 months)

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.

Creative Direction Packaging Design Labeling Advertising Technical Documentation Cross functional Leadership