Design System Updates
Logo
The original logo lacked contrast and legibility, especially at smaller sizes. I adjusted the wordmark to feel more grounded and approachable, while increasing contrast in the icon for stronger visibility across digital and print applications.
Color
Brand
We shifted from a bright highlighter orange to a deeper red-orange for a bolder, more confident presence. Paired with crisp neutrals, the new palette improves accessibility, feels more modern and professional, and better supports the needs of a growing B2B SaaS brand.
Data Visualization
I redesigned our data visualization color system to solve major issues with inconsistency, poor contrast, and unclear color meaning. The new palette includes accessible, clearly labeled colors for qualitative, sequential, divergent, and status use—ensuring WCAG compliance and improving clarity across dashboards and charts. I also documented usage rules for text color, variable order, and context to guide consistency across teams.
Typography
We chose Montserrat and Barlow to add clarity and personality to the brand. Montserrat gives headlines a bold, modern feel, while Barlow keeps body text easy to read and approachable. Together, they create a balance that feels both professional and friendly.
Iconography
To create a more modern and consistent look, I replaced the old filled icons with a clean, outline-based system using a cohesive pre-made library. The new icons are easier to read at small sizes and better align with our updated typography and overall brand style.
Marketing Campaigns
Smart Answers Linkedin Carousel Ad
With content from the Marketing team, I designed this carousel ad to introduce Smart Answers, a new AI-powered feature that surfaces summarized answers directly in site search results. The layout is designed to guide users through a story, from the shift in search expectations to the value of AI-generated answers, ending with a clear call to action.
Performance after one week: 160 total engagements | 30.4% click-through rate (5x higher than any other post on the same topic) | 40.9% engagement rate
Higher Education Ads
To support opportunity-stage conversations, this campaign delivers a sharp, benefit-led message: “Better search. Better enrollment.” The visual reinforces how an improved search experience directly supports enrollment goals by depicting a prospective student navigating a program page effortlessly, highlighting the ease, speed, and modern expectations of search today.
Contributed to $92K in pipeline generation through ABM creative tailored to four key personas
Web Design and UX Support
Website
I built out a design system and prototype key pages across the SearchStax website. I also communicate design intent to the web development team and QA final builds to ensure accuracy with my prototype as well as responsiveness. My goal is to create a consistent, user-focused experience that supports brand storytelling and business objectives.
Design System
Sample key page sections
Product/UI
I created the foundation for a scalable product design system, defining core elements like typography, buttons, icons, and color usage. The goal was to drive visual consistency across screens and streamline handoff to developers.
Design System
Before and after
Sample screens
Trade Show Events
Higher Education Focus
At a high-visibility event like EduWeb Summit, making an impression takes more than just showing up with a logo. I designed a suite of digital and print materials to create a bold, unified presence across the event. From elevator wraps to booth graphics, every element worked together to build recognition and reinforce our message from the moment attendees arrived.
Healthcare Focus
For the HMPS conference, I created a cohesive set of digital and print materials designed to resonate with healthcare marketers. From typography to search-focused visuals, every detail aimed to make the brand feel approachable, trustworthy, and clear.
Final Installations
Creative Direction
As the creative director for contracted video and motion work, I established a clear process for prioritizing projects, defining responsibilities, and guiding assets from concept to delivery. I lead visual direction and provide feedback at key stages. While stakeholders handle scripting and contractors handle production, I stay closely involved in storyboarding, reviews, and ensuring alignment with brand voice, goals, and timelines.
Managed Search Product Overview
Site Search Product Overview
Working on the SearchStax brand has been a mix of problem-solving, collaboration, and constant learning. One of the biggest challenges has been making sure the system stays flexible without losing its core identity. I've learned how important it is to communicate clearly, work closely with other teams, and leave space for the brand to grow. It’s an ongoing process, and that’s what makes it exciting.