Building a brand from start-up to scale
8 Years as the Creative Engine Behind Appcues
Since joining Appcues in 2018, I moved from Brand Designer to Brand Design Director and became the sole creative lead for the company’s visual identity from Seed round to Series B and beyond.
Over eight years I’ve built, scaled, and reinvented the brand across identity, website, content, events, and every touchpoint that shapes how people experience the company. I combine brand strategy, design, development, and cross-functional leadership into one end-to-end creative practice.
Since joining Appcues in 2018, I’ve evolved from Designer to Brand Design Director, serving as the company’s sole creative lead and driving the brand through multiple stages of growth. I owned the entire creative ecosystem end-to-end — brand identity, website design and development, illustration, video, motion, campaigns, templates, and every visual asset across the organization. With full creative and technical ownership, I produced thousands of assets across marketing, product, sales, and events, while building scalable systems and templates that empowered the team to move faster without additional hires. I operated as designer, creative director, developer, illustrator, strategist, and production powerhouse — shaping how Appcues shows up in the world.
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Full-Stack Brand Ownership
As the sole brand and marketing creative at Appcues, I owned the full brand ecosystem across identity, websites, campaigns, event branding, swag, and conference experiences. I built and maintained multiple Webflow sites with custom CMS architectures, designed sub-brands for virtual events and company-wide retreats, and directed the creative presence for both in-person and virtual conferences.
I also worked as a strategic partner to both marketing and leadership, managing project workflows, implementing agile practices, and creating systems, templates, and guidelines that empowered the entire organization to stay on-brand and move faster. My role evolved constantly, progressing from designer to developer, from creator to process builder, and from executor to strategic brand leader.
A Cohesive Brand Engine for a Scaling SaaS Company
The brand systems, websites, processes, and creative foundations I built helped Appcues scale its marketing, product education, and event presence as the company grew.
I produced thousands of assets across channels, developed CMS structures that streamlined publishing, and established design and workflow systems that increased brand consistency across the organization. My work supported multiple funding rounds, new product launches, and significant go-to-market shifts as the brand matured.
