Work

Inside one product, 2018 to 2026

Bannersnack, then Creatopy, then The Brief: one B2B SaaS, eight years, designer to a team of seven. The work itself stays with the company, so what follows describes the systems rather than showing the files. Artefacts are shown privately on request, and references are available.

01Creatopy to The Brief · 2022 to 2026

The brand system and the rebrand

Rules writtenVoice, colour, composition
system
Brand systemComponents, not one-offs
library
Asset libraryExport pipeline
Every surface, from the same system
Web
EmailStripo templates
Paid
Product video
Social
Context
Creatopy, Senior Design Lead for Growth from 2022, then Creative Design Manager with a team of seven. The rebrand to The Brief landed in 2025 while the product stayed live.
What I owned
The brand system and visual guidelines, the asset library and the export pipeline behind it, and how the identity was carried onto web, email, paid, social and product video.
How I ran it
One written system and one review gate. Every surface was built from components rather than redrawn, and the library was run by the team without me in the loop.
What changed
A rebrand that shipped across every surface at once, and a marketing team producing on-brand assets without a designer attached to each request.
02Creatopy · 2022 to 2025

The marketing site, landing pages and SEO pages

Design systemComponents and tokens
pages
CMS page systemBuilt on the system
weekly
Growth team shipsNo designer per page
Shipped weekly
Landing pagesPaid campaigns
SEO pagesSearch
Campaign pagesLaunches
review
Review gateAgainst written criteria
Context
Senior Design Lead, Growth. Design sat inside the growth team and was measured on the same numbers.
What I owned
UX and UI of the marketing site with CMS integration, the landing-page system behind paid campaigns, the SEO page system, and paid campaign concepts.
How I ran it
A page system in the CMS built on the design system, so growth could ship new pages and tests weekly. Design reviewed against written criteria instead of building each page by hand. Measured against activation, not applause.
What changed
Pages and experiments shipped weekly by marketing, with design as the gate rather than the bottleneck.
03The Brief · 2025 to 2026

The AI creative operations layer

The briefNon-negotiables first
prompts
Prompt systemsBrand-encoded skills
same brief
Same brief, every model
Image modelsCompared, not chosen
Video models
Layouts
criteria
Review gateA person signs it
ship
Ships
Context
AI Creative Systems Lead. The role existed to make AI-assisted production something a team could run, not something one person did well.
What I owned
The system for how teams produce and scale AI-assisted assets: prompt systems and brand-encoded workflow skills, model evaluation frameworks, the review criteria behind tool selection, and the campaign and product video pipelines on top.
How I ran it
Same brief through every model, and the comparison decided the tool, not the marketing page. A written gate before anything shipped. A person signed every output.
What changed
Creative volume without proportional headcount, and a documented pipeline the team runs after I left.
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