GLOBAL REBRAND
Genesys needed a single, coherent visual identity to reflect messaging around AI-Powered Experience Orchestration. The existing visual system was fractured across teams and regions, which diluted positioning and made it hard for product and marketing to tell a consistent story. I was hired as Associate Creative Director to lead visual concepts and build a unified brand system that would scale across global touchpoints.
I defined the visual language and brand hierarchy, led a team of designers to deliver the new identity under an aggressive timeline, and worked cross-functionally to embed the brand into production workflows.
We launched Brand Central (a Bynder DAM with template libraries and toolkits) so teams could self-serve consistent assets. The result: a cohesive brand system that raised consistency dramatically and cut asset search/production time, enabling marketing and internal teams to present a unified face to customers and partners.
Role: Associate Creative Director
PROGRAM BRANDING
Genesys user resources lived in fragmented portals with complex names that hid product value and lowered engagement. I led the visual strategy for the Orchestrators Unified Customer Platform—consolidating disparate experiences into one destination and introducing scannable programs like Community, Advocacy, Education, Partner, Support, and Resources.
I developed a distinct customer-facing brand identity and a system of logos, program marks, iconography, and templates so users could identify, champion, and return to the platform. By simplifying navigation and giving customers an identity to own, the platform reduced friction, clarified value, and drove stronger product adoption and retention.
Role: Associate Creative Director
PROGRAM BRANDING
Maveryx was a community play to rally Alteryx users, partners, and advocates during a turbulent moment for the company. I led the visual direction—program logomarks, iconography, and digital/print expressions—to create a cohesive, evangelistic brand that customers could adopt publicly. The work provided a clear, rallying identity that elevated customer voices and supported advocacy.
Role: Associate Creative Director
CONFERENCE BRANDING
Inspire is the Alteryx flagship event where product leadership reveals the annual roadmap, but prior editions held inconsistent visual storytelling. I developed a unifying visual and narrative system that tied keynote moments, session tracks, and environmental design to the product story, so the roadmap reveal felt intentional and persuasive rather than disjointed.
Onsite, I art-directed environments, signage, and the Sneaks program creative to ensure seamless execution and maximum clarity for attendees. The framework helped leadership present direction with confidence, aligned internal teams around shared priorities, and influenced excitement around the annual analytics event.
Role: Associate Creative Director
BRAND IDENTITY
Portico needed a differentiated, high-end identity for a competitive Austin real estate market. I led creative direction from concept to approval—designing the logo, visual language, and a scalable system for agent materials and digital presence. The resulting brand positioned Portico as premium and cohesive, giving the founders a polished identity they could confidently use to launch and scale.
Role: Creative Director
BRAND IDENTITY
A long-standing family business needed a visual identity to attract new patrons while honoring Filipino heritage. I worked directly with the owners to translate cultural elements into a modern logo and application system for storefront, packaging, and basic marketing. The new identity preserved authenticity, improved local visibility, and gave the business a clear, repeatable design approach.
Role: Creative Director
BRAND IDENTITY
For a mobile footcare business launching in New Jersey, I provided end-to-end creative direction—brand, messaging guidance, and visual assets for web and promo. The owner had limited marketing experience, so I also advised on positioning and channels. We launched the brand and website within a month, giving the business a clean, usable identity to scale customer bookings.
Role: Creative Director
INTEGRATED CAMPAIGN
This health-tech campaign bridged B2C and B2B audiences by repurposing custom content across video, podcast, magazine, social, and in-app learning. Facing tight budgets and a small team, I concepted and art-directed photoshoots (food, workout, lifestyle), developed the magazine and digital look-and-feel, and shaped campaign creative for both consumers and employer benefits participants.
The campaign drove meaningful engagement uplift—improving customer interaction and supporting business development—by focusing on authentic storytelling and highly reusable assets. We reduced production cost per asset and created a storytelling system that communicated both empathy and product value across channels.
Role: Senior Art Director
CONFERENCE BRANDING
All Rise was Alteryx’s annual sales kickoff to re-energize the GTM organization. I designed a visual identity and art-directed employee photoshoots to capture authentic, diverse team imagery for signage and digital use. Low budgets and tight timelines required pragmatic solutions, but the refreshed visual system increased employee buy-in and made the event feel more inclusive and recruitment-friendly in following years.
Role: Associate Creative Director
SWAG DESIGN
The Alteryx brand needed momentum—the swag felt uninspired and underused. I directed the redesign of apparel and curated collections with thoughtful artwork, art-directed photoshoots, and simplified the online buying experience. The effort was a low-risk cultural lever that created higher-quality merchandise people wanted to wear, helping boost brand visibility and internal pride.
Role: Associate Creative Director
CAMPAIGN + TVC
Infor’s rapid acquisitions produced a sprawling product set that customers found hard to understand. I led the creative direction for “Built For,” a campaign that foregrounded customer use cases and industry narratives to explain how Infor solves specific business problems. I designed a custom software visual language and art-directed static ads and a hero TV commercial that showcased recognizable brands using Infor.
By focusing on concrete outcomes rather than product breadth, the campaign clarified relevance for prospects and helped convert interest into pipeline, giving the business a sharper, story-driven way to talk about a complex portfolio.
Role: Senior Art Director
PRINT / STORYBOOK
Tina was a premium storybook created as a high-touch leave-behind to start conversations with CMOs and executives—an alternative to the usual brochures and emails. I curated photography and interview excerpts, shaped the narrative, and oversaw production so the book felt like a crafted object worth keeping. Executives used it as a conversational prop at events and in meetings (SXSW, user conferences) to surface Sprinklr’s human-first positioning—quietly reinforcing the brand’s “Sprinkle don’t shout” ethos and opening doors for follow-up conversations.
Role: Art Director
