Peter Loebbecke — Sr. Creative Director & Graphic Designer
Open to roles · — Get in touch
Index № 001 — Portfolio / 56 projects · 2026 Sr. Creative Director · Graphic Designer · 15 yrs

Design that moves
the P&L.

Creative director building brand systems, digital experiences, and AI-augmented marketing creative for B2B SaaS, private equity, and consumer brands. Fifteen years of practice from senior graphic designer to creative leader. Still hands-on at the artifact, fluent at the strategy table.

PracticeBrand systems · Marketing · Web · Content
NowOpen to Senior CD / VP Creative roles
BasedSouthern California, remote-friendly
— 01
0+
Years leading creative, from senior graphic designer to Sr. Creative Director.
— 02
0+
Selected projects across brand, web, editorial, packaging, and campaign craft.
— 03
0
Concept-generation time reduced by integrating AI tools into the creative workflow.
— 04
0
Project output doubled with the same team, through AI-augmented design ops.

Fluent across the whole stack.

§ Capabilities Software · AI · Leadership

I work the full production line: design, layout, motion, video, the marketing systems behind the work, and the AI tools that move all of it faster. Most of these I have used since they launched.

Proficiency Expert, since launch
01Design & layoutExpert
Adobe PhotoshopPhotoshop
Adobe IllustratorIllustrator
Adobe InDesignInDesign
Adobe Acrobat ProAcrobat Pro
Adobe BridgeBridge
FigmaFigma
CanvaCanva
02Motion & videoExpert
Adobe After EffectsAfter Effects
Adobe Premiere ProPremiere Pro
DaVinci ResolveDaVinci Resolve
03Marketing & opsExpert
HubSpotHubSpot
SalesforceSalesforce
MailchimpMailchimp
Google AdsGoogle Ads
AsanaAsana
monday.commonday.com
NotionNotion
Google Analytics 4Google Analytics
04Web & CMSAdvanced
WordPressWordPress
ElementorElementor
WebflowWebflow
FramerFramer
RelumeRelume
§ AI in the process

If a tool ships, I put it to work.

Built into real production, from first concept to final art. Not a novelty bolted on the side.

ChatGPTChatGPT ClaudeClaude MidjourneyMidjourney Adobe FireflyAdobe Firefly RunwayRunway Google GeminiGoogle Gemini SoraSora HiggsfieldHiggsfield SeedanceSeedance Stable DiffusionStable Diffusion ElevenLabsElevenLabs Beautiful.aiBeautiful.ai
§ Beyond the tools Leadership & communication.
— 01Creative leadership
— 02Team building & mentorship
— 03Cross-functional communication
— 04Brand & creative strategy
— 05Stakeholder management
— 06Creative operations
— 07Presentation & storytelling
— 08Client relationships
§ Selected Work / 2018–2025 6 highlights · 56 in archive

Strategy made visible.
Outcomes made measurable.

Sounding Board brand identity system
Brand Identity

Sounding Board brand system

A premium identity system that repositioned a leadership platform for global enterprise buyers.

OutcomeWon Fortune 500 clients: Intel, EY, and Cloudera
View case study
Lumen AI-produced smart ring film
Video / Motion

Lumen product film

A cinematic smart-ring film produced end to end with an AI pipeline: concept, storyboards, character and product design, voice, and final cut.

OutcomeIdea to 4K cut in days, not weeks
View case study
Wellstar Health System coaching case study
Case Study

Wellstar health system

A two-page case study on how a major health system grew engagement and innovation through coaching across front-line and mid-level leaders.

OutcomeCoaching scaled across the whole workforce
View case study
Werkera brand identity and marketing site
Brand + Web

Werkera marketing site

Brand identity, voice, and a launch marketing site for a curated talent marketplace built to move past traditional recruiting.

OutcomeOne system, from logo to live site
View case study
SMB leadership coaching ultimate guide
Editorial

The SMB coaching guide

An eleven-page strategic guide that walks SMB owners and HR leaders through planning, building, and running a coaching program.

OutcomeTurned SMB leaders into coaching buyers
View case study
Leadership as a verb whitepaper
Whitepaper

Leadership is a verb

A sixteen-page HR-insights whitepaper arguing that leadership is an active practice, not a position on the org chart.

OutcomeAnchored mid-funnel demand generation
View case study
About Sounding Board brand storytelling video
Video / Motion

About Sounding Board

A brand storytelling video introducing who Sounding Board is, what they believe, and how coaching builds stronger leaders.

OutcomeBrand film, direction to final cut
View case study
Rocket Farms microgreens label system
Packaging

Rocket Farms label system

A label system for five flavors of organic microgreens, built as one rule set so each variety reads apart on a crowded shelf.

OutcomeFull retail line, 5 flavors, 2025
View case study
01 / 08
§ The full range
One practice, many disciplines.
Velocity Insights, Brand · Logo System
Velocity InsightsBrand · Logo System
Avenir, Brand · Identity
AvenirBrand · Identity
Leadership is a Verb, Brand · Campaign Identity
Leadership is a VerbBrand · Campaign Identity
The Kingsbridge Group, Brand · Identity System
The Kingsbridge GroupBrand · Design System
Werkera, Web · Marketing Site
WerkeraWeb · Marketing Site
Lotus, Web · Marketing Site
LotusWeb · Marketing Site
OpsCenter, Product UI · Dashboard
OpsCenterProduct UI · Dashboard
Transforming Leadership, Editorial · ROI Report
Transforming LeadershipEditorial · ROI Report
The Definitive Guide, Editorial · Sales Enablement
The Definitive GuideEditorial · Sales Enablement
The New Manager, Editorial · eBook
The New ManagerEditorial · eBook
Talent Mobility, Campaign · Paid Social
Talent MobilityCampaign · Paid Social
Fragile to Agile, Campaign · Demand Gen
Fragile to AgileCampaign · Demand Gen
Rocket Farms, Packaging · CPG Retail
Rocket FarmsPackaging · CPG Retail
Big Bad Zin, Packaging · Wine
Big Bad ZinPackaging · Wine
Table No. 7, Packaging · Food & Beverage
Table No. 7Packaging · Food & Beverage
American Classics, Poster · Print
American ClassicsPoster · Print
Wounded Warrior, Poster · Cause
Wounded WarriorPoster · Cause
Onboarding Film, Motion · Video
Onboarding FilmMotion · Video
Platform Walkthrough, Motion · Video
Platform WalkthroughMotion · Video
28 more projects in the full archive View the index
Currently available · Q3 2026
Local time—
BasedSoCal, remote-friendly
ReadingThe Creative Act
Buildinga portfolio system

I lead with design, but always keep the business, and the people, at the center.

— Practice 15 yrs · since 2010
— Disciplines Brand · Web · Content
— Looking for Sr. CD / VP Creative

For fifteen years I've built creative teams that operate as a high-performance function inside the org, not a service desk attached to it. My work sits at the intersection of brand systems thinking, performance marketing fluency, and executive partnership, translating ambitious vision into outputs the rest of the company can ship, sell, and measure.

I'm fluent in the tools that make work (Adobe CS, Figma, AI pipelines) and the tools that move revenue (Salesforce, HubSpot, GA4). That overlap is where I do my best work.

Read the long form LinkedIn ↗
§ Writing & Field Notes 5 essays · 17 field notes

Notes on the work.

Two facing silhouettes, one mind a tangle, the other a clean spiral
Creative Operations

From Chaos to Clarity.

Creative work is chaotic by nature. The director's job isn't to remove the chaos. It's to build the system that absorbs it, so the team spends its energy on the work instead of the churn.

Read essay 8 min read
A path lit through open ground
Leadership

Leading the Way.

Managing creatives and leading them are different jobs. One keeps the work on schedule. The other gives people a reason to care about it.

Read essay 10 min read
Separate columns resolving into one aligned form
Case Notes

From Silos to Symphony.

Design, marketing, and product kept solving the same problem in three directions. Here is how they started working from one score.

Read essay 7 min read
A hand directing a field of generated options
AI & Craft

AI as a creative director.

AI can generate a hundred directions in a minute. Choosing the right one, and knowing why, is still the work that matters.

Read essay 9 min read
A funnel giving way to a steady, repeating pattern
Brand & Demand

From lead gen to brand loyalty.

Chasing leads fills the funnel for a quarter. Building a brand people trust fills it for years. The two need each other.

Read essay 11 min read
01 / 05
§ Field Notes Shorter takes from the practice, posted as I go.
Field Notes Nº 002, on accountability. Clients stopped paying for taste. They pay for proof now. Field Notes Nº 003, on reinvention. Creativity made it beautiful. Strategy made it work. Field Notes Nº 004, on internal brand. Your internal brand is the one customers never see, and the one they always feel. Field Notes Nº 005, on design leadership. A design leader's real job isn't taste. It's translation. Field Notes Nº 006, on change. New tools don't transform a business. A team willing to work differently does. Field Notes Nº 007, on collaboration. Your best designer isn't the one with the best taste. It's the one who can be understood. Field Notes Nº 008, on project management. Most projects don't fail at execution. They fail at the definition. Field Notes Nº 009, on rebrands. It's never just about the logo. Field Notes Nº 010, on AI. AI can generate a hundred options. Knowing which one is right is still your job. Field Notes Nº 011, on startups. At a startup, creative director is a polite word for everything. Field Notes Nº 012, on operations. You can't cut what you can't see. Most waste hides where no one's looking. Field Notes Nº 013, on staying sharp. The fastest way to fall behind in design is to stop reading. Field Notes Nº 014, on AI at work. Let AI handle the busywork. Keep what only you can do. Field Notes Nº 015, on creative blocks. Creativity isn't a gift you're born with. It's a habit you protect. Field Notes Nº 016, on creativity. Creativity isn't one big idea. It's the link between two that didn't belong together. Field Notes Nº 017, on team health. Teams don't break loudly. They go quiet first. Field Notes Nº 018, on leadership. What made you a great creative won't make you a great leader.
Read all writing Field notes Nº 002—018 · Follow on LinkedIn →
§ Operating system — What I actually bring

Three things that move the work faster and sharper.

A senior creative practice is no longer just art direction. It’s strategy, systems, and the AI-augmented production layer that turns ambition into shippable output.

— 01
Brand systems thinking
Identity isn’t a logo. It’s a category claim, a voice, and a visual language the whole org can ship through. I build the systems that hold up across web, content, packaging, and sales decks alike.
Brand books · Design tokens
Voice · Lockups · Guidelines
— 02
AI-augmented production
AI is part of the operating system, not the output. ChatGPT, Midjourney, Firefly, and Claude integrated into the creative pipeline cut concept-generation time in half and double project throughput with the same team.
50% concept time · 2× output
Pipelines · Direction · Review
— 03
Cross-functional creative leadership
A creative function works when it ships through the rest of the org: product, marketing, sales, finance, exec. I hire, mentor, and operate at the executive table so design decisions land at the same altitude as the business decisions they serve.
Team build · Exec partnership
Hiring · Operating cadence · Review
§ Engagement — Four ways to work together

Pick the shape of the engagement. The craft stays the same.

Senior creative direction works at different cadences. Whether you need a permanent leader, a focused project, or strategic air cover, the deliverable bar doesn’t move.

— 01
Full-time Sr. CD / VP Creative
Building or rebuilding the creative function inside a growth-stage company. End-to-end ownership of brand, marketing creative, and the team that ships it.
Best for: Series B–D SaaS, post-PMF orgs, brands re-platforming for the next stage.
— 02
Fractional creative leadership
Part-time senior leadership for orgs that aren’t ready for a full-time hire. Strategy, hiring, brand stewardship, and creative review cadence, 1–3 days a week.
Best for: Seed/Series A startups, holding companies with portfolio brands, agencies needing senior cover.
— 03
Project-based brand work
Time-boxed engagements with fixed deliverables: brand systems, marketing site redesigns, long-form editorial, packaging, campaign launches. 8–14 weeks, scoped up front.
Best for: Companies with a clear creative problem and a defined window to solve it.
— 04
Advisory & creative review
Standing strategic advisor to founders, CMOs, and in-house creative leads. Pattern recognition, hiring help, portfolio reviews, and the occasional “is this the right call?” call.
Best for: Founders, CMOs, and Heads of Design who need senior perspective on demand.
Open to new engagements · Q3 2026 Start the conversation
"

Creative leadership is craft, then strategy. I started at the artifact (pixels, kerning, grids) and grew the practice outward into systems, teams, and category positioning. The strategy is sharper because the hand-skill underneath it never went away.

— Peter Loebbecke · Sr. Creative Director & Graphic Designer