Building a brand from start-up to scale
8 Years as the Creative Engine Behind Appcues
I joined Appcues in 2018 as a Brand Designer, moved up to Brand Design Director, and became the sole creative lead guiding the company's visual identity from Seed through Series B and beyond.
Over eight years I've built, scaled, and reinvented the brand. Identity, website, content, events, every touchpoint that shapes how people experience the company. I bring together brand strategy, design, development, and cross-functional leadership.
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 ecosystem: identity, websites, campaigns, event branding, swag, conference experiences.
I built and maintained multiple Webflow sites with custom CMS architectures, designed sub-brands for virtual events and company retreats, and directed our creative presence at conferences.
Beyond the hands-on work, I partnered with marketing and leadership on strategy, managed workflows, and created the systems, templates, and guidelines that kept everyone on-brand and moving fast.
The role evolved from designer to developer, creator to process builder, executor to strategic 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, business growth from 2M ARR to 17M+ ARR, new product launches, and significant go-to-market shifts as the brand matured.
