Overview

When I joined Llamasoft, the company was experiencing rapid growth and preparing for its next stage of expansion. While the supply chain software platform was respected by customers, the brand, marketing, and product experience had evolved independently over time.

The opportunity wasn't simply to refresh the company's identity—it was to create a more unified experience that reflected the sophistication of the product while supporting the company's long-term vision for growth and acquisition.

The Opportunity

Working as Design Director within the marketing organization, I partnered with executives, product teams, and marketing leaders to redefine how the company presented itself to customers.

This included modernizing the corporate identity, evolving the visual language, improving product marketing, and bringing greater consistency across digital experiences. The goal was to create a brand that inspired confidence—from the first website visit to the software itself.

Design became a strategic tool for aligning marketing, product, and customer experience.

My Role

As Design Director, I helped shape both the company's external brand and its internal design culture.

My responsibilities included:

• Leading the corporate rebrand and visual identity

• Designing a comprehensive brand style guide

• Contributing to UI and UX improvements across the platform

• Developing marketing campaigns and product storytelling

• Creating executive presentations and event experiences

• Mentoring designers and collaborating across marketing and product teams

Results & Impact

The transformation extended far beyond a visual refresh.

By creating a more cohesive brand and product experience, we helped strengthen customer confidence while supporting one of the company's most significant periods of growth.

Highlights included:

• Modernized the corporate identity and brand system

• Improved consistency across marketing and product experiences

• Strengthened collaboration between design, marketing, and product

• Elevated the quality of customer-facing communications

• Helped position the company for its successful acquisition by Coupa

One of my proudest accomplishments came during the first weeks of the COVID-19 pandemic.

When the annual global user conference could no longer be held in person, our team rapidly transformed it into a fully virtual experience. Working under extraordinary circumstances, we redesigned the event, presentations, digital assets, and attendee experience in just weeks.

The conference became the company's most successful event to date, breaking attendance records and demonstrating the organization's ability to adapt during one of the most challenging moments in recent history.

Looking Back

Today, AI would dramatically accelerate many parts of this work—from brand exploration and content generation to presentation design, research, and rapid prototyping.

What AI can't replace is the ability to build alignment.

The success of this project came from bringing together leadership, marketing, product, and design around a shared vision. Technology can accelerate execution, but trust, collaboration, and strategic thinking remain the foundation of meaningful design leadership.