Articulate - Director of Design - Brand
Scaling Creative for Impact at Articulate
I led the growth and management of the Brand Design team, scaling it from a flat team of five to a 15+ person multidisciplinary organization across UX/UI, campaigns, copy, motion, growth, in-product, and events. Together, we led creative for major product launches that drove trials, increased adoption, and unlocked cross-sell opportunities.
Alongside delivery, we built the systems that made our work sustainable, from design ops to briefing and intake workflows, earning strong executive trust and cross-functional alignment. In close partnership with product design leadership, we ensured the brand showed up clearly and consistently across the full user journey, helping customers engage more deeply and get real value from the product.
Launching AI
Creativity at the Speed of AI
To support the launch of Articulate’s new integrated AI features, we rethought how the brand and experience would scale to support new capabilities while maintaining the clarity and approachability customers trusted. I led the creative team in shaping the system and product story, partnering closely with product, UX, marketing, and leadership to align on direction and pitch the vision to the CEO.
That foundation led to a launch campaign that showed how AI unlocks creativity and boosts productivity, helping teams generate workplace training content up to 9× faster. Working across product, UX, and marketing, we delivered a cohesive creative system that brought the story to life across product and go-to-market.
System-First Approach
As AI became foundational to the product, we focused on building a flexible system that could scale with new capabilities without fragmenting the experience. This approach ensured consistency across product, pricing, and launch touchpoints while allowing the platform to evolve rapidly.
Launching Localization, End to End
For the launch of Articulate Localization, I led the creative team through several concept directions, working closely with leadership to land on a product forward story that reflected how people actually work inside Articulate 360.
Coming off the momentum of the AI launch, this was also a moment to be more intentional about how the product shows up, designing an experience that felt more polished, cohesive, and worthy of the global teams relying on it every day.
