I help complex technology companies do two hard things at once. Tell a clearer story to the market, and build the operational systems that make creative fast, consistent, and measurable.
Three engagements, told from the business problem forward.
A product buyers struggled to place, rebuilt into a story they could repeat.
300+ assets in 90 days, and a design system that cut creative tickets 60%.
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Creative direction across the whole design function at a company mid-transition.
Rebuilt the brand toolkit, sales and presentation systems, and design operations, and directed the company kickoff.
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A brand built from nothing for a mission that had to read as credible.
Full identity system and a global event presence across the US and EU.
Read case study →Problem, approach, result. Every engagement, measured.
Sales teams struggled to explain complex product value in a crowded market. Sales cycles stretched to 12 months.
Built a narrative framework that simplified the value proposition with consistent storytelling assets across every touchpoint.
Executives and sales credited the clearer story with helping shorten the cycle toward 3 months. Faster understanding, stronger positioning.
The design team was a bottleneck. Requests were scattered, approvals slow, brand consistency uneven.
Built a self-service design system with modular templates and workflows so teams could create approved content independently.
Ticket volume down 60%. Creative became a scalable function, not a cost center.
A brand and identity rebuild that needed speed, with no budget for an agency and an internal team to train.
Streamlined intake, approvals and production. Built a modular system and templates the whole team could use.
300+ brand assets in 90 days. Team trained. Brand able to evolve without constant design dependency.
Team burnout and churn. Low satisfaction. Creative work felt disconnected from strategy.
Introduced strategic clarity, sustainable workflows, and tied creative work to measurable outcomes.
100% eNPS and zero churn over 5 years. Work became strategic, not just tactical.
Every decision connects to business outcomes. Aesthetics serve strategy, not the other way around.
I build scalable operational systems that let teams move faster. Creative is a function, not a one-off miracle.
Complex products need simple stories. I simplify ruthlessly, then test with real users and markets.
Creative should drive measurable impact. I tie output to revenue, efficiency, and team health.
Clarify how complex technology companies compete. Positioning, messaging, and narrative frameworks.
Direct all creative output. Set the standard and lead by example, not just critique.
Modular systems and governance that let teams create consistent, approved work independently.
Intake, approvals, vendor and production systems that scale creative output.
Translate C-suite vision into coherent brand narratives, keynotes, and investor pitches.
Multi-channel strategy and execution across digital, events, sales, and customer marketing.
Build high-performing teams with sustainable workflows and measurable team health.
Apply generative AI, automation, and data analysis to creative workflows and decisions.
I lead brand and creative for enterprise technology companies. The work I care about sits where a clearer story meets the systems that let a team tell it at scale.
At Delphix I led a five-year transformation that won the company's highest individual honor. I start with the business problem, not the design brief.
Read full story →Yen doesn't just design. He builds systems that scale.
In 90 days he rebuilt our brand, trained our team, and set up the operations that let a small team ship at pace. Recognized with our Summit Award.
Leadership · Delphix