“Good Design is Obvious,
Great Design is Transparent.”
Product Abstractions
Amplitude
Working in partnership with my senior designer, we were tasked with building out a library of high and mid fidelity abstractions of the product. Previously teams had been using actual screenshots of the product that were not high resolution and difficult to customize or tasking the product design team to be pulled from their work for marketing needs. My teammate created first landscape high-fidelity product screens of nearly 30 instances, while I took each of these instances and made a square-aspect, deconstructed and stylized version to highlight specific pieces of UI. This project was particularly expedited for mini-website refresh to coincide with our digital conference and a new product and messaging launch, giving a less than 2 week turnaround. Later iterations were fine-tuned for use in sales enablement pieces, pitch decks, and more. In addition to the library, utilizing Figma’s component instances, we were able to make this project repeatable and accessible across teams.
Figma
GTM Kickoff Branding
Amplitude
Responsible for ideating and conceptualizing visual creative for the Go-to-Market Kickoff offsite for 2023. My role was developing creative concepts the were in-line with the executive team vision, iterating direction as the theme evolved, ultimately delivering the chosen direction. The theme was then implemented throughout touchpoints at the event live in San Diego January 2023.
Figma, Illustrator
Reviewer's Guide
eero
Responsible for Gen 1 and Gen 2 Reviewer’s Guides. These high-end printed guides were sent to the top 50 tech reviewers and publications that received our units in advance for review, garnering high praise including from Walt Mossberg. I was responsible for all layout, design, and illustrations. I collaborated with PR and Product marketing to create and write the content. Assisted with photo selection as well as assisting at in-person photoshoots for our interior studio shots. Worked with the printing company to have it produced.
Illustrator, InDesign
6 Clicks Learning Series
AMPLITUDE
Ideated the creative for the 6 Clicks learning series for Amplitude’s YouTube channel. This was one of the most successful campaigns and garnered some of the highest views on our YouTube channel. I researched best practices for YouTube tiles that can be easily consumed while standing out. The creative was also then iterated across mediums for display ads, email and landing pages, social and video.
Figma
Nasdaq Public Listing Celebration
AMPLITUDE
Responsible for creating a poster in advance of Amplitude’s Nasdaq public listing event in NYC for all employees. This poster was a high quality print and involved building a background that encompassed both the NYC setting of the bell ringing ceremony and the SF HQ celebration. Our brand colors had to be converted to CMYK and print-tested and my experience in print was highly useful. I also created a card sent with the announcement and a card sent in advance with the swag shirt for all employees to be worn in a Nasdaq broadcast behind the bell ringing.
Illustrator, InDesign
Amplify
AMPLITUDE
Responsible for creating the keynote presentation for the CEO of Amplitude at our largest pipeline-driving event, Amplify 2022. It was the first in-person iteration of the event since 2019 with 1,000+ attendees in Las Vegas. In addition to working directly with content and technical teams before and during the event, I also created event signage throughout the hall. As well, I created a claw game and designed prototype for the Datamonster plush prize for our expo floor with less that 48 hr turnaround.
Keynote, Illustrator
S1 Filing Customer Case Studies
AMPLITUDE
Worked directly with the Director of Customer Marketing and Creative Director in stealth for the S1 Document for Amplitude’s public filing. In charge of the design for all Customer Case Studies and Investor Deck, following strict federal guidelines as well as brand guidelines and approval process for each customer. The process included sourcing print-quality and relevant imagery that was provided or approved by the customer as well as determining a repeatable layout that was consistent across customer provided content. Assisted in copywriting to maintain layout. The process was fast-paced and restricted by federal rules, requiring both digital and print versions with a high volume of iterations requiring rigorous approval.
InDesign
Packaging
eero
Worked with Creative Director and packaging agency to iterate on first generation design updating the back illustration and creating a “mesh” pattern to represent WiFi coverage as well as instructional card inserts to align with the in-app setup instructions. Created a custom pattern inside the package sleeve made up of binary code spelling out an easter egg for savvy customers (Can you guess?). Iterated on sleeve design for in-store expansion to Best Buy, Target and other retailers.
Illustrator
Campaign Creative
Amplitude
Worked directly with Growth Marketing and Campaign teams to create campaign creative for a large number of initiatives from ebooks to product launches to our main driver of lead generation: free demos of the product. I converted all creative to display ads, social creative, email and landing pages depending on the campaign needs. Originally tasked with updating and refreshing the look and feel and eventually provided creative guidance and templates for an outside vendor to maximize our output.
Figma, Photoshop, Bannersnack
eBooks
Waterfall
Worked with the Demand Gen teams to create collateral for lead generating campaigns. Paired collaboratively to build out imagery as well as content to be published and shared in email campaigns, landing pages and provided to the sales team as a follow-up tool.
Illustrator, InDesign
Brand Refresh
nevada humanities
Worked with the Nevada Humanities organization via agency. They needed to up-level their branding in advance of their largest fundraising mailer campaign, donor event and 50th anniversary launch. The goal was to connect with a younger audience of donors and revitalize the awareness of the work they do to preserve the culture and history of Nevada. I created brand guidelines, an updated logo, pocket guides, decks and donation mailers.
Illustrator, InDesign
Booth Design
Amplitude
Event Signage
Amplitude
