Project Overview
I led the end-to-end creative direction for the branding and launch of a new AI product, overseeing all design from initial strategy through market debut. Partnering closely with C-level leadership, exteranl agencies and key stakeholders, I defined the product’s value proposition, audience personas, tone of voice, and overall creative direction.
From there, I built the full brand identity ( logo, visual system, and messaging ) and helped plan the complete rollout, including deliverables, timelines, and go-to-market assets.
The result was a cohesive, high-impact brand experience that positioned the product clearly in the market and supported a successful launch.
My Contributions
I directed multidisciplinary creative teams to produce all launch materials, including the brand system, product video, website pages, social content, articles, infographics, technical and non-technical brochures, global event and booth artwork, as well as merch and print assets ( including Sam the highland-coo).
