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 visual identity and website development to CMS architecture and the full platform build.
The Collective brings together industry expert insights, long-form editorial, data reports, and a multi-season video series in one flexible, scalable experience.
End-to-End Creative Leadership
I designed the full visual identity, architected and developed the website, and built 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 to over 10,000 subscribers and 50+ contributors from leading product-led companies.
The CMS system keeps publishing running smoothly, and the strong sub-brand and creative assets helped boost recognition in the PLG space.
It's now a trusted hub for insights and thought leadership, which elevated Appcues' presence in the product-led community.
