Fresh
served brand systems
I operate at the intersection of branding, innovation, and business. With over 12 years of experience, my work encompasses a wide range of projects, from websites to physical products. My expertise includes brand identity, strategic design, creative operations, product design, user interface design, typography, and illustration.
Fresh
served brand systems
I operate at the intersection of branding, innovation, and business. With over 12 years of experience, my work encompasses a wide range of projects, from websites to physical products. My expertise includes brand identity, strategic design, creative operations, product design, user interface design, typography, and illustration.
Mailchimp Brand
I've given billions
of high-fives
As a first-wave Mailchimp employee, and the company's first Creative Director, I helped shape and manage the brand identity. My team was responsible for all things brand from dot-com to the web application. We were known for delivering out-of-the-box creative concepts that attracted, converted, and ignited raving Mailchimp fans.
Mailchimp Brand
I've given billions
of high-fives
As a first-wave Mailchimp employee, and the company's first Creative Director, I helped shape and manage the brand identity. My team was responsible for all things brand from dot-com to the web application. We were known for delivering out-of-the-box creative concepts that attracted, converted, and ignited raving Mailchimp fans.
It is no coincidence that Mailchimp's brand appealed to so many users. The enjoyable experiences we created for customers led to the development of our branding strategy. We didn't hesitate to share a GIF with a customer when it felt appropriate or give away a cool t-shirt.
At the moment when a customer was about to launch an email campaign, they would see an animation of a sweaty monkey finger hovering over a large "send" button. Then, once sent, that changed to a high five from Freddie. People loved this!
It is no coincidence that Mailchimp's brand appealed to so many users. The enjoyable experiences we created for customers led to the development of our branding strategy. We didn't hesitate to share a GIF with a customer when it felt appropriate or give away a cool t-shirt.
At the moment when a customer was about to launch an email campaign, they would see an animation of a sweaty monkey finger hovering over a large "send" button. Then, once sent, that changed to a high five from Freddie. People loved this!
CallRail Brand
Visual minimalism meets
data maximalism. The art of saying more.
Visual minimalism meets data maximalism. The art of saying more.
The CallRail brand ecosystem required a complete overhaul. Everything from basic digital ad production processes to application onboarding workflows needed a fresh start. I was hired to establish a new in-house design and development team. This team was responsible for creating a new visual design system that ensured consistency between the product and marketing outreach. Each element of this system— including the new website, color palette, typographic choices, and styles of illustrations and photography— was designed to work harmoniously together.
The CallRail brand ecosystem required a complete overhaul. Everything from basic digital ad production processes to application onboarding workflows needed a fresh start. I was hired to establish a new in-house design and development team. This team was responsible for creating a new visual design system that ensured consistency between the product and marketing outreach. Each element of this system— including the new website, color palette, typographic choices, and styles of illustrations and photography— was designed to work harmoniously together.
I collaborated closely with the product design director to craft a cohesive design language that would define our product and establish a compelling brand philosophy to steer our creative assets. We drew inspiration from the concept that data can be beautiful, which influenced our choices in core colors, grid layouts, and typography. By utilizing the visual language associated with graphs and charts, we developed a comprehensive system for rapidly producing elegant and straightforward illustrations and icons that effectively communicated our brand.
I collaborated closely with the product design director to craft a cohesive design language that would define our product and establish a compelling brand philosophy to steer our creative assets. We drew inspiration from the concept that data can be beautiful, which influenced our choices in core colors, grid layouts, and typography. By utilizing the visual language associated with graphs and charts, we developed a comprehensive system for rapidly producing elegant and straightforward illustrations and icons that effectively communicated our brand.
ServiceTitan Brand
Some will resist the future, but not you.
I led comprehensive brand refresh for ServiceTitan.com to position the company for its upcoming IPO and align with its rapid growth strategy. The existing brand identity needed to reflect the scale and maturity of a company ready to enter the public markets. My team and I worked cross-functionally with design, marketing, and executive teams to evolve the visual language, voice, and messaging to better convey credibility, innovation, and leadership in the trade services industry.
A key focus of the refresh was creating a flexible, scalable brand system that could easily integrate new acquisitions. As ServiceTitan continued to acquire companies across verticals, the website had to reflect a unified brand without erasing the unique strengths of each addition. My team developed a modular content strategy and updated UX patterns that allowed us to onboard acquired brands smoothly while maintaining consistency and clarity for customers.
We also refined core messaging to resonate with both investors and enterprise buyers. I led the overhaul of web copy to better articulate the platform’s full value, emphasizing growth, operational efficiency, and end-to-end service management. By launch, the new brand struck the right balance between market-ready polish and adaptability, setting the tone for the company’s next chapter.
A key focus of the refresh was creating a flexible, scalable brand system that could easily integrate new acquisitions. As ServiceTitan continued to acquire companies across verticals, the website had to reflect a unified brand without erasing the unique strengths of each addition. My team developed a modular content strategy and updated UX patterns that allowed us to onboard acquired brands smoothly while maintaining consistency and clarity for customers.
We also refined core messaging to resonate with both investors and enterprise buyers. I led the overhaul of web copy to better articulate the platform’s full value, emphasizing growth, operational efficiency, and end-to-end service management. By launch, the new brand struck the right balance between market-ready polish and adaptability, setting the tone for the company’s next chapter.
Things of importance
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