Building a Community Brand From the Ground Up
A Hub for the Product-Led Movement
I built the Product-Led Growth Collective as a full sub-brand and content ecosystem for the product-led community. I handled everything from the visual identity and website development to CMS architecture and platform build.
The Collective brings together insights from industry experts, long-form editorial content, data reports, and a multi-season video series all in a flexible and scalable digital experience.
End-to-End Creative Leadership
I designed the full visual identity, architected and developed the website, and engineered multiple dynamic Webflow CMS systems to power articles, contributors, categories, and curated content experiences.
Beyond the digital brand, I created exclusive swag kits, directed a multi-episode video series, produced ebooks, and developed scalable creative systems that supported ongoing community growth and content production.
Growing a Thriving Expert Community
The Product-Led Growth Collective has grown into a community of over 10,000 subscribers and more than 50 contributors from leading product-led organizations. The CMS-powered content system enables continuous publishing while the strong sub-brand identity and high-quality creative assets boosted recognition in the PLG space.
The platform is now a trusted hub for insights, education, and thought leadership, elevating Appcues’ presence within the broader product-led community.
