Big Ideas, Real Impact.
Brand · website & design system · events · campaigns · sales enablement
1
Rebrand, brief to launch
3×
Web traffic, 20K→55K/mo
40+
GTM assets designed
10+
Trade shows & events
90%+
Tier-1 brand alignment
WHAT I OWNED
A creative leader who sets direction, then ships it
I joined as the creative leader for a lean marketing team and built the brand, website, and creative infrastructure from the ground up — strategy through execution. The through-line: build systems so a small team can move fast without sacrificing brand quality.
Strategy & vision
Owned the 2025 brand OKR as one integrated workstream — rebrand, product templates, and brand foundations.
Executive partnership
Sole internal client lead, aligning executive stakeholders at every rebrand milestone.
Agency & vendor management
Evaluated agencies, recommended Focus Lab, and led the relationship end-to-end; coordinated external developemnt.
Systems & ops
Built the design-request intake, a self-serve sales asset hub, and an internal Brand Enablement GPT.
THE REBRAND Project owner · Client lead · Decision-maker
A full brand transformation — led start to finish
I owned Stensul's rebrand from the very first question — which agency? — through launch. I evaluated agencies and guided the internal team to the right pick, became the sole liaison between Stensul and Focus Lab, made the calls at every milestone, and directed every phase of the work.
PHASE 01
Brand Strategy
Set the strategic foundation with Focus Lab — defining brand attributes, positioning, and the Governed Creation™ narrative. Aligned executive stakeholders on direction before any pixels.
My role: drove positioning decisions & exec alignment
PHASE 02
Verbal Identity
Directed the messaging framework, brand voice, and tagline — making sure the language matched how Stensul actually sells and that it scaled across every team and asset.
My role: approved voice, messaging & tagline
PHASE 03
Logo
Guided logo direction across explorations to final mark — balancing distinction, legibility, and how it would hold up across product UI, events, and small-format applications.
My role: directed exploration & final selection
PHASE 04
Visual Language
Steered the full system — color, typography, and pattern — and pressure-tested every decision against the real GTM surfaces it would live on, from decks to ads to the product itself.
My role: steered color, type & system decisions
THE WEBSITE Project owner · Design lead · Ongoing
A living growth engine, not a one-time launch
I translated the new brand into a modular, Figma-based site and shipped it in under two months — tripling monthly traffic (20K→55K) with zero campaign disruption. I own it as an ongoing channel: driving traffic, building new pages, partnering daily with dev, and using analytics to decide what ships next.
3 months
Concept to launch
20K→55K
Monthly visitors
20K→55K
Monthly visitors
EVENTS & TRADE SHOWS Project owner · Lead designer · 10 events
Booth-to-collateral ownership across 10 industry events
I own event brand strategy end-to-end — from booth concept through the ideas that get attendees to stop, engage, and remember us — across flagship conferences and intimate executive dinners.
The Fast Track (Stensul's own event): built the brand from scratch and designed a full interactive experience at a 4,000-sq-ft venue using 360° projection mapping. Adobe Summit 2026: booth, session slides, landing page, and a live-leaderboard calculator tool. Plus Salesforce Connections, Gartner, Movable Ink THINK, and executive dinners across four cities.