After 10 successful years as a top CRM in a crowded SaaS marketplace, Nutshell was preparing to enter the emerging “growth software” category with a new product expansion. I led the visual rebrand giving Nutshell a bolder logo, updated typography, and refined color palette that united marketing and product. Beyond the logo, I work to build Nutshell’s brand identity through visual experiences that consistently tell its story.
Visual identity: Focus Lab
Following the migration of Nutshell.com from WordPress to Webflow, I added lightweight motion design to the homepage by designing and directing engaging Lottie animations. As part of The Growth Team, we are constantly optimizing and improving key website pages. Using the power of Webflow's CMS, we built a scalable system of landing pages that target key SEO terms.
Nutshell’s content strategy includes the newsletters, free downloadable resources, videos, and webinars. I established a scalable design system that brought cohesion and brand consistency across different mediums and complemented Nutshell’s other marketing efforts. When we need to tap into outside resources, like photography, videography, or motion design, I find and manage these partners, holding a high bar for their work.
is Nutshell’s annual virtual sales conference. Each year is an opportunity to design a brand identity that reflects the event’s theme. The “Back in Business” theme was selected as companies were adjusting to the effects of the continued pandemic, looking to the future while reflecting on the past and finding new ways to survive. I designed the event logo and visuals that would hold up in different applications—from the website, emails, promotions, and advertisements to day-of video bumpers, music, and animations.
ACADIA (Association for Computer Aided Design in Architecture) holds its annual conference each year in partnership with a host university. The conference invites the submission of papers and projects and then publishes accepted work in the conference books. I designed a modular layout that was distributed and used by participants to build their submissions. I then compiled all of the submissions into two books—the 340-page Projects book and the 510-page Proceedings book.
Image 1 // Custom-design holiday card for a Wyoming-based metal design and fabrication studio printed with a metallic foil stamp on 100# cover stock. Image 2 // A refined summer camp-themed wedding invitation design, inspired by the Redwood Valley event location. Image 3 // A vintage photographic postcard paired with a mix of modern and classic typefaces help set the tone for an upscale backyard wedding. Image 4 // An informational conference give-away for a travel app designed with a nod to old-school airline tickets.