Alteryx introduced its cutting-edge AI Platform for Enterprise Analytics in early 2024, built on the AI-driven AiDIN platform. I collaborated with the Creative Director and Art Director to design the logo for this new platform, ensuring it seamlessly integrated with the existing Alteryx branding while standing on its own.

My primary role was to develop a logo that visually integrated the Alteryx corporate identity with the AI Platform. I focused on creating a design that enveloped the Alteryx logo, signifying the AI Platform as an integral part of the brand while maintaining a strong, independent visual presence. This approach ensured that the logo felt both cohesive with the corporate identity and distinct enough to represent the innovative new platform.

Throughout the design process, I explored multiple iterations, evolving the concept to incorporate shared shapes and borders between the corporate and new logos. After feedback from stakeholders, I refined the design to achieve a button-like aesthetic, which was well received for its modern, recognizable look. This iterative process was critical in arriving at a logo that met both design goals and stakeholder expectations.

To complement the logo, I created a hero banner that highlighted the integration of the AI Platform with Alteryx’s entire suite of products. The design used a glowing effect behind the logo to visually showcase the AI Platform as encompassing all the products within the Alteryx ecosystem. This visual approach emphasized the platform’s role in unifying and powering Alteryx’s full range of analytics solutions.

Upon joining Alteryx, I identified a gap in the company’s visual identity—particularly regarding illustrations. The absence of a cohesive, branded style meant that stock illustrations were often used, failing to capture the company's unique offerings. My task was to develop a suite of branded illustrations that would unify our marketing materials, reinforce Alteryx's brand identity, and ensure visual consistency across all touchpoints.

To meet Alteryx’s needs, I developed multiple illustration styles: 2D, isometric, and spot illustrations. Each style was chosen for its flexibility and suitability for specific use cases within the brand. I paid particular attention to scalability, ensuring that the illustrations could be adapted to a variety of formats while maintaining visual integrity. This included considering how the illustrations would perform across both light and dark backgrounds without requiring reworking.

I established a design system for illustrations that was scalable and easy to use. By creating a consistent visual style, I enabled other designers—especially those who weren’t illustrators—to easily adapt and generate new illustrations for their design needs. I incorporated these into a Figma library, building components that ensured cohesion and flexibility. The library was structured to make it easy to customize and expand as the brand evolved.

A key challenge in this project was developing illustrations that could work on both light and dark backgrounds. To solve this, I focused on two primary colors from the brand palette, using gradients and strokes to convey depth and dimension. This technique ensured that the illustrations were versatile enough to work across different formats and color schemes, without losing clarity or impact.

To complement the primary illustrations, I developed supporting visual elements designed to enhance the overall composition. These included simplified graphic objects that could be easily integrated into various marketing materials. These supporting elements were created with consistency in mind, ensuring they fit seamlessly into the brand's visual identity and enhanced the flexibility of the design system.

Throughout the project, I worked closely with other designers to ensure the illustrations were implemented consistently across various marketing materials. This collaboration was crucial to defining the final style and making sure that the illustrations fit within the broader design system. I also provided guidance on how to best utilize the illustrations in digital and print materials, ensuring scalability and adaptability across all channels.

The campaign aimed to capture the essence of Ana, Alteryx's customer persona, to resonate with professionals passionate about data and analytics. Ana represents a proactive problem-solver who empowers others, stays on top of tech trends, and continuously seeks innovative solutions. As the lead visual designer, I illustrated Ana and created accompanying visual assets to communicate her story and values within the campaign.

We explored three distinct styles—cartoony, realistic, and a blend of both—before selecting a hybrid approach that captured Ana’s personality and versatility. This style was carefully crafted to align with Alteryx’s brand identity, ensuring a balance of approachability and professionalism.

For the campaign’s visual identity, I designed a badge-style logo with a textured vector brush that gave it an "official" stamp-like feel. This design resonated with the campaign's target audience—Analytics Champions—by emphasizing authority and expertise. I also developed a set of icons representing the campaign's five core principles, using the same brush style to create visual consistency while differentiating them from the primary brand elements.

To maintain cohesion across various assets, I integrated a cohesive design system that tied together the campaign logo, icons, and Ana’s illustration. The use of consistent visual elements, such as the textured brush, ensured that the campaign visuals felt unified, even when applied across diverse mediums like social media, video ads, and landing pages.

Working alongside the art director and Alteryx's design team, we adapted the campaign’s visual identity for a variety of touchpoints. From social media content and video ads to landing pages and promotional materials, I ensured the campaign assets remained consistent and impactful across all digital and print platforms.

Throughout the project, I prioritized user-centered design principles, making sure the visuals aligned with Ana's persona and the campaign’s message. In collaboration with the creative team, we iterated on designs based on feedback to ensure they effectively resonated with Alteryx’s target audience, enhancing both brand recognition and user engagement.

Alteryx needed a creative promotional item to highlight its Analytics Cloud at an upcoming event. The challenge was to integrate the company’s distinctive product icons into a custom deck of playing cards, blending both the fun and functional aspects of the brand’s identity.

I was given the creative freedom to design the promotional playing cards while maintaining the traditional look and feel of a classic deck. The goal was to make the cards engaging for both familiar and new users of Alteryx by incorporating recognizable product icons into the card designs. I conceptualized how to balance these icons with the traditional card layout, ensuring they didn’t overpower the aesthetic.

I illustrated each suit and face card to integrate Alteryx’s product icons into the designs. For example, the suit icons were created using simplified versions of the product icons, while face cards featured more detailed representations of Alteryx products. The final design kept the structure of a traditional deck but included unique, branded patterns that tied back to Alteryx’s identity.

The finished deck not only functioned as a fun, engaging promotional item, but also served as an introduction to Alteryx’s suite of products for users at the event. The familiar format of playing cards ensured accessibility for everyone, while the inclusion of branded icons created an informative experience for those familiar with the Alteryx ecosystem, combining branding with user engagement in a memorable way.

During my time at HackerAgency, I worked closely with World Vision, creating direct mail campaigns and accompanying assets for various donor groups. These campaigns were designed to engage child sponsors and occasional donors with powerful, targeted messaging and visuals, promoting both emotional connection and actionable support for children and communities in need.

For sponsor mailers, I focused on creating vibrant, eye-catching designs that would appeal to a younger audience, enhancing the sponsor's connection to the sponsored child. These mailers often included gifts for the children, such as educational and fun items, and I worked closely on ideating suitable gift concepts for various occasions like birthdays, holidays, and back-to-school. My designs incorporated playful illustrations, mindful of cultural nuances to resonate with both sponsors and children across diverse regions.

In contrast to the sponsor mailers, occasional donor mailers aimed for a more serious tone, highlighting the urgency of the children’s needs. The design approach emphasized impactful storytelling, often focusing on the personal narratives of individual children, accompanied by powerful imagery to drive empathy and action. I also created educational inserts that provided context on the broader societal issues facing the communities, further amplifying the call for support.

A significant aspect of my role was leveraging my illustration skills to enhance the visual storytelling across both sponsor and donor campaigns. I crafted engaging and culturally sensitive illustrations that would resonate with children and adults alike. Additionally, I guided the overall visual direction for each campaign, ensuring that the designs were not only visually appealing but also aligned with the emotional tone and objectives of each initiative.

Glacier’s Goodies, a small business I founded in 2023, was inspired by my dog Glacier’s struggle with a sensitive stomach and the lack of suitable treats in stores. I began creating homemade treats that were healthy and digestive-friendly for dogs. This led to the development of a full brand identity to launch the business and establish a memorable presence in the market.

The brand identity for Glacier’s Goodies began with designing a logo that reflected the fun and wholesome nature of the business. I selected a typeface that evoked excitement while subtly incorporating elements of dog chews. To further reinforce the brand, I included a leash visual in the logo, hinting at the future expansion of dog accessories.

I sought to create packaging that stood out in the market while being cost-efficient, as I would be producing everything at home. I decided on a candy bar shape for the treats, appealing to dog owners’ sense of novelty. The foil-wrapped bars with paper labels, reminiscent of classic chocolate bar packaging, not only caught attention but also provided a unique, playful consumer experience. The packaging was designed to comply with dog treat regulations while ensuring it remained visually enticing.

To enhance the branding, I created unique illustrations for each flavor of the treats, which were featured on the product wrappers. These illustrations reinforced the brand’s fun and creative approach while visually communicating each flavor's distinct character. By leveraging my illustration skills, I created visual assets that were both engaging and aligned with the overall brand identity.

Sustainability played a key role in the design process. I selected eco-friendly materials for the packaging to align with the growing consumer demand for environmentally conscious products. This approach not only resonated with my target audience but also reinforced the brand's commitment to sustainability.

I conducted user testing by offering free samples to friends, family, and market-goers, gathering invaluable feedback to refine the product. This iterative process helped ensure the treats were both enjoyable for dogs and appealing to their owners. I also worked on perfecting the dehydration process to extend shelf life while maintaining the quality of the treats. Additionally, I designed store displays and flavor badges to prepare for retail expansion.

The Seattle Public Library approached me to design a visually engaging campaign to inspire young readers and foster enthusiasm for books. I was tasked with creating a compelling concept, designing the campaign logo, and developing both a landing page and physical book lockers to reinforce the message of exploration and adventure in reading.

The campaign's concept centered on the theme of exploration, aiming to evoke a sense of adventure in young readers. I created a logo inspired by a compass, symbolizing the journey of discovery through books. To enhance this theme, I developed illustrated library cards featuring characters in imaginative environments, further reinforcing the excitement of reading. These illustrations were designed to be both engaging and aligned with the overarching theme of unlocking new worlds through books.

The logo was crafted to capture the essence of discovery, designed as a simple yet powerful compass-like symbol. The goal was to make it instantly recognizable and tied to the theme of guiding young readers on their journey of exploration. The logo also helped solidify the campaign's brand identity, setting the visual tone for the rest of the project.

I designed a user-friendly landing page with children and parents in mind. The page featured intuitive navigation, interactive elements like book recommendations, and a call-to-action encouraging engagement with the campaign. The layout and design were optimized for a seamless and enjoyable experience, ensuring children could easily navigate and explore the content.

The Maveryx branding initiative aimed to unite Alteryx’s customers, partners, and employees under a cohesive identity that reflected a shared vision of exploration and innovation. Drawing inspiration from space themes, the brand symbolized pushing boundaries and discovering new frontiers. As Senior Visual Designer, I collaborated with the Art Director and Creative Director to shape the visual identity, ensuring it aligned with the program’s objectives and brand values. The challenge was to create a scalable and adaptable design system that could seamlessly integrate across various platforms—both digital and print—while resonating with diverse audiences, from internal employees to external partners and customers.

To ensure design consistency and streamline the process for other designers, I contributed to the development of a comprehensive Figma component library. This library was built with scalability and usability in mind, allowing future designs to easily incorporate pre-established components and patterns. By creating reusable design assets, I helped ensure that the Maveryx brand could be applied consistently across a variety of touchpoints, mirroring the approach to creating scalable and reusable components in product design systems.

SNX, initiated by SNAC Intl., is a platform for global snack industry startups and entrepreneurs, fostering connections with mentors, partners, and educational resources. In 2022, SNX introduced 'SnacTank', a live 'Shark Tank'-style competition spotlighting innovative products and companies. I led the design of the branded event, including the logo, mobile app, and signage, to enhance visibility and impact.

The SnacTank logo needed to be visually striking, playful, and representative of the aquatic theme while incorporating SNX’s primary brand colors. I designed the logo in the shape of a fish tank, integrating their diamond emblem. Using negative space, I created a fish symbol within the logo, emphasizing the dynamic and innovative nature of the event. This unique mark stood as a memorable representation of the brand.

As the sole designer for the project, I extended the logo into all event assets. This included signage and various tradeshow materials, ensuring a cohesive and visually appealing brand presence. I also designed a mobile app for the event, allowing participants and attendees to interact with the event in a modern, tech-savvy way, reinforcing the event’s innovative and connected atmosphere.

In addition to the primary branding, I contributed to the design of event swag, ensuring that the event's branding extended into the hands of attendees. These items helped build brand recognition and fostered a sense of community among participants. Through cohesive design, I ensured that all elements of the SnacTank event created an engaging, unified experience for everyone involved.