Creative direction
for a company
in transition.
I joined mid-transition to turn a reactive design team into a creative function, a consistent brand, a clearer executive story, and the operations to produce at pace. The company kickoff was the first real test.
What I walked into
A capable team with no system underneath, and a big event already booked.
Brand in flux
An evolving identity with no single point of reference.
Requests everywhere
Work arrived from every direction with no real intake.
No process
A capable team, constantly interrupted and context-switching.
Scattered assets
It was hard to find the latest, approved files.
Short clock
The company kickoff was already on the calendar.
Where I started
Trust had to come first. The shared story and the systems followed.
Build relationships
Earn exec trust through clear, honest communication.
One story
A shared messaging framework tied to a single visual language.
Build systems
One component library, from product UI to a full event.
Automate the busywork
AI and automation carry intake, tracking, and file upkeep.
Grow a design culture
Stay curious; understand the goal before the brief.
The kickoff, end to end
From executive interviews to on-site delivery.
What went out the door
I joined mid-transition and focused where it mattered most: one executive story for the company kickoff, and an AI-first operations system so a lean team could produce at pace. Two bodies of work.
The Kickoff
Eight separate executive speeches into one story, from brief to main stage in two weeks.
- Executive narrative
- Keynote & slide system
- Event & stage creative
AI-First Operations
Three systems did the work: an AI creative brief generator, automated Jira routing, and a Canva self-serve toolbox, so a lean team could produce at pace.
- AI creative brief generator
- Automated Jira routing & notifications
- Canva self-serve toolbox
Who I worked with
From the exec team to the tools that keep the work moving.
- Partnered with the VP of Brand & Communications
- Worked with the CEO, CTO, and CPO to land one story
- Directed outside vendors against shared guidelines
- Built a Gemini-based AI brief builder that turns vague requests into clear briefs
- Automated intake, review, and approvals end to end
- Unified the design portal, Canva, Adobe libraries, and Figma into one system
- Ran Canva self-serve training and onboarding
One story, delivered with confidence, in two weeks.Couchbase CKO · Feb 2026
