Case 01 · Delphix
Delphix
A product buyers struggled to place, rebuilt into a story they could repeat.
RebrandDesign OpsNarrative
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I make complicated product make sense,
then build the system that keeps them that way
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.
Work
Selected case studies
Case 01 · Delphix
Case 02 · Couchbase
Couchbase
Creative direction across the whole design function at a company mid-transition.
EventCreative DirectionSystems
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Case 03 · SustainableIT
SustainableIT
A brand built from nothing for a mission that had to read as credible.
Brand from ZeroEvent Identity
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Impact
Creative tied to business outcomes
Problem, approach, result. Every engagement, measured.
01
Problem
Sales teams could not explain complex product value, and cycles stretched to 12 months.
Approach
Built a narrative framework that simplified the value proposition across every touchpoint.
Result
Executives and sales credited the clearer story with shortening the cycle toward 3 months.
02
Problem
The design team was a bottleneck, with scattered requests and uneven brand consistency.
Approach
Built a self-service design system so teams could create approved content independently.
Result
Ticket volume down 60%, and creative became a scalable function rather than a cost center.
03
Problem
A brand rebuild that needed speed, with no agency budget and a team to train.
Approach
Streamlined intake, approvals and production around a modular system the whole team could use.
Result
300+ brand assets in 90 days, and a brand the team could evolve without design support.
04
Problem
Burnout and churn, with creative work disconnected from strategy.
Approach
Introduced strategic clarity, sustainable workflows, and creative tied to measurable outcomes.
Result
100% eNPS and zero churn over five years, with work that stayed strategic.
Method
Four operating principles
P.01
Strategy first, beauty second
Every decision connects to business outcomes. Aesthetics serve strategy, not the other way around.
P.02
Systems, not projects
I build scalable operational systems that let teams move faster. Creative is a function, not a one-off miracle.
P.03
Clarity over cleverness
Complex products need simple stories. I simplify ruthlessly, then test with real users and markets.
P.04
Measure what matters
Creative should drive measurable impact. I tie output to revenue, efficiency, and team health.
Capabilities
What I do
01
Brand Strategy & Positioning
Clarify how complex technology companies compete. Positioning, messaging, and narrative frameworks.
02
Creative Direction & Execution
Direct all creative output. Set the standard and lead by example, not just critique.
03
Design Systems & Governance
Modular systems and governance that let teams create consistent, approved work independently.
04
Design Operations & Scaling
Intake, approvals, vendor and production systems that scale creative output.
05
Executive Communication
Translate C-suite vision into coherent brand narratives, keynotes, and investor pitches.
06
Enterprise Campaign Development
Multi-channel strategy and execution across digital, events, sales, and customer marketing.
07
Team Leadership & Culture
Build high-performing teams with sustainable workflows and measurable team health.
08
AI-Forward Creative Thinking
Apply generative AI, automation, and data analysis to creative workflows and decisions.
About
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.
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Recognition
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