Veeva is a cloud-based software serving the pharmaceutical and life sciences industries. Imagine the worst possible way to do anything, and that’s Veeva. And I slayed that dragon.

Hard skills aren’t hard; they’re trained.

My journey into the UX field was technically untraditional. Yes, I’ve always been some form of designer, but the inherent principles of UX design have always been at the core of my work–for a while, unknowingly.

Imagine my surprise after going through a four-year Bachelor’s education in Advertising Art Direction to realize this isn’t how I want to design. Where’s the data? What does the customer want? Who cares what some client (who doesn’t even use the product we’re selling) cares about?! By the time I finally made it across the gap, I had brought together all the skills I had collected throughout to years to move into my next evolution as an Experience Designer.

While that is my current title now, my goal has always been and will continue to be, to create a cohesive and consistent design experience for whatever I work on. Here are some of the skills I’ve developed over the years that have influenced my design philosophy.

You want it? I got it: Listen first, strategize second, act third.

Branding & Identity: Tomorrow Looks Bright

Created by Kristy Tillman (formerly of Slack and the Detroit Water Project), her newsletter, Tomorrow Looks Bright, was expanded into a small creative studio to provide space and opportunities for underserved and underrepresented creatives.

I was tasked with giving it a branding to be launched with the restarted newsletter. Drawing influence from vintage children’s clothing, I developed a brand that felt modern with a hint of play. The brand identity came out of children’s toy shapes to make the name, and the flat, eye-catching pastels and accent colors were chosen to bring a sense of calm in the space of creative studios.

A slow scroll of the website. Built with Webflow.

The brand wordmark.

Final approved branding and elements sheet.

Presentation Design: B. Pagels-Minor

Authenticity: Your Super Power from November 2021

Taking inspiration from conferences and talks I’ve had the pleasure of attending and viewing, we were able to work together for a few years to develop engaging templates that utilize emotional and motion elements to bring together the full story.

For a period of time, I was the personal presentation designer for then Product Manager, now Activist and Business Coach, B. Pagels-Minor. I’ve always had a love for presentation design, making this era some of my favorite projects. I helped them develop stories that were not too big, not too light, and accommodating for various environments and audiences.

Digital Marketing: VoiceBase

Under the guidance of a Creative Director, I was able to build marketing and social content for VoiceBase, a B2B startup providing AI tools to lower call center costs and improve customer experiences. VoiceBase was acquired by LivePerson in 2021, shortly after my tenure.

A capture of a new social content image template for various webinars and events.

Some of my notes based on the highest performing ads and what elements I could use to inform my work.

We tested one round of ads to compare dark-based and light-based creative. The darker ads resulted in over 25,000 clicks and over 300,000 impressions. From there we developed additional concepts with more brand elements and explored the relationship of the brand with short and punchy copy.

Like what you see? I’m never strictly in a single box, so reach out if you want to utilize some of my secondary skills to improve your client or company.

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Read about my experiences

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