Customer.io

Head of Brand Studio
Jul 2023 - Dec 2024

HIGHLIGHTS

  • Spearheaded a brand refresh, collaborating with the executive team and senior leadership to ensure strategic alignment across brand narrative, positioning, and visual identity.

  • Managed the brand design team consisting of visual designers and front end developers

  • Collaborated with cross-functional teams, including content, demand-gen and product marketing to scale up creative output and performance.

Changing the narrative

  • Throughout the evolution of Customer.io, both its product and audience preferences had undergone significant changes. Unfortunately, this had unintentionally diluted its narrative, identity, and capabilities in the minds of its customers. Preception of the platform needed to evolve from a startup to a powerful multi-product, data-driven messaging platform.

  • In partnership with Focus Labs, I led the dicussions with internal stakeholders to gather direction to build foundations of the new brand.

A brand new design system

  • As part of the brand refresh initiative, the website and blog were overhauled, and rebuild on a custom CMS framework leveraging Sanity, Vercel, and Next.js.

  • The new design system, along with modular components and dynamic layouts, provided the flexibility to generate an infinite variety of content configurations.

  • This seamless architecture enabled the team to rapidly translate Figma mockups into fully functional, live pages, ensuring both speed and consistency throughout the development process.

  • A versatile visual design system was created to represent product UI and use cases that translated into responsive states for the website as well as other marketing touchpoints.

Notion + Customer.io

New feature lauches

To announce the debut of exciting new in-app features, the team crafted dynamic and interactive templates, empowering customers to seamlessly integrate and make the most of these innovative additions.

Display ads

Campaigns were updated to align with the new brand identity, incorporating revised design elements, messaging, and visual assets. Continuous optimization efforts focused on analyzing user engagement metrics, such as click-through rates, conversion rates, and ROI, enabling iterative improvements to enhance ad relevance and effectiveness.

Brand Swag Store

Role: Team leadership + hands-on creative direction and ideation
Designers: Khari Slaughter, Carlos Saborío-Romero Development: Casey Kennedy