Optimizely

2021-Present

Less than 8 months after the Welcome Software brand was conceived, the business was acquired by Optimizely, ultimately attaining our founder and board’s goal of a successful exit.

As part of the acquisition, I joined Optimizely’s Brand and Creative team as a Senior Designer.

In that role I have stewarded the execution of the Optimizely brand across every channel and region across the globe.

I have art directed a team of designers, video and motion graphics editors, freelancers and agencies. I have also mentored junior designers, and elevated the importance and impact of brand in the business.

This is a small selection of my work from the past three years.

brand campaign: move fast and make things

In 2023 I co-led the creation of our first out-of-home and digital hybrid brand campaign. With a takeover of Wall Street station and a carefully geotargeted digital ad campaign, we saw a 6% brand lift with our key personas in the city.

Brand guidelines

In 2023 I co-led the team in a complete overhaul of our brand portal, revisiting every aspect of our brand, documenting it, and enabling our teammates, freelancers and agencies to ensure brand compliance on everything we create.

product marketing assets

Optimizely’s product library is broad and deep, with significant capabilities across a wide range of marketing functions. This called for a system that would allow for both composability and memorability.

industry event design

Optimizely is a sponsor of an average of ten industry events per quarter, which requires a great range of booth designs depending on the target audience, scale of the sponsorship, and expected business impact.

customer holiday cards

Every year we create a series of holiday cards for our CS, sales and field organizations to use when wishing their network a great end to the year. These cards attempt to speak to our regions while remaining secular. Optimizely’s Nordic heritage lent itself to a cozy sweater card, while our growing presence in Asia called for oranges, a traditional New Year gift.