Delphix2019–2024Rebrand + Ops
Delphix
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%.
Read case study →
Creative Director, Enterprise SaaS
SF Bay Area · 10+ yrs leading creative
Brands people
understand, and the systems that keep them consistent.
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.
300+
ASSETS IN 90 DAYS, REBRANDED IN-HOUSE, NO AGENCY
12→3
MONTHS, THE SALES CYCLE A CLEARER STORY HELPED SHORTEN
60%
Fewer creative tickets after a self-service design system
100%
eNPS, zero churn across five years
Summit
Award, the company’s highest individual honor
Why this matters
Creative tied to
Creative tied to
business outcomes
Problem → approach → result. Every engagement, measured.
01
Problem
Sales teams struggled to explain complex product value in a crowded market. Sales cycles stretched to 12 months.
Approach
Built a narrative framework that simplified the value proposition with consistent storytelling assets across every touchpoint.
Result
Executives and sales credited the clearer story with helping shorten the cycle toward 3 months. Faster understanding, stronger positioning.
02
Problem
The design team was a bottleneck. Requests were scattered, approvals slow, brand consistency uneven.
Approach
Built a self-service design system with modular templates and workflows so teams could create approved content independently.
Result
Ticket volume down 60%. Creative became a scalable function, not a cost center.
03
Problem
A brand and identity rebuild that needed speed, with no budget for an agency and an internal team to train.
Approach
Streamlined intake, approvals and production. Built a modular system and templates the whole team could use.
Result
300+ brand assets in 90 days. Team trained. Brand able to evolve without constant design dependency.
04
Problem
Team burnout and churn. Low satisfaction. Creative work felt disconnected from strategy.
Approach
Introduced strategic clarity, sustainable workflows, and tied creative work to measurable outcomes.
Result
100% eNPS and zero churn over 5 years. Work became strategic, not just tactical.
How I WorkFour operating
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.
What I Do
Full capabilities →
Capabilities
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.
Read full story →
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