As arbor’s Head of Brand Design and first in-house designer, I shaped the startup's foundational branding and positioning. I established the marketing and communications function, leading the development of the first visual identity, e-commerce website, key messages and strategy for digital marketing and social channels. I created titles and motion graphics for the story short films we produced for customers sharing their personal life stories. I designed the MVP media tech platform* in collaboration with the product team. I conducted user research and testing to understand and design iterative solutions across platform, media and communications.

Collaborating with a marketing strategist, we crafted new and innovative ways to reach target audiences as arbor’s creative voice in order to inspire target communities to participate in sharing their life stories. With our head of creative production, we produced video, photo and social content, partnered with sales and marketing stakeholders to soft launch the company for fundraising and revenue generating purposes.

arborstory.com

* Most projects are under NDA