Founding designer at Avenue One, building the full design ecosystem from the ground up — brand identity, design systems, and scalable workflows — as the company rapidly expanded across markets and teams. Balanced immediate execution with long-term systems thinking, advocating for design decisions and staying ahead of emerging tools to scale output.
THE CHALLENGE
Building from Zero
Joined as the first in-house designer, inheriting minimal and inconsistent branding from freelance contributors. With no established design foundation and the organization growing fast — new products, new markets, new stakeholders — design struggled to keep pace as a team of one.
THE APPROACH
Governance Before Growth
Established design governance through progressive iteration — from color definition to brand guide to shared component library to AI-integrated workflows. Balanced immediate business needs with long-term systems thinking, consistently advocating for design consistency to non-design stakeholders while evaluating emerging tools to scale output without scaling headcount.
THE SOLUTION
A System That Scales
Defined and documented core visual language — color, typography, and iconography — then built a cross-platform component library adopted across product, marketing, and sales. Developed AI-assisted production workflows to accelerate quality and consistency at scale, maintaining design coherence through multiple organizational pivots and product evolutions.
THE IMPACT
Design as Infrastructure
Established design as a strategic function from zero — unifying internal and external brand experiences, reducing inconsistency across markets through shared systems, and enabling faster delivery for a growing cross-functional team.
