Peter Loebbecke — Sr. Creative Director & Graphic Designer
Open to roles · — Get in touch
Index № 001 — Portfolio / 44 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.
Sounding Board Intel Avenir EY Werkera Cloudera BioGenome Lumina Protein Lotus Innovations Alliance Funding Group Trilogy Holdings Pebble Beach Concours Wounded Warrior Project Rocket Farms InfiniView IQConnect Sounding Board Intel Avenir EY Werkera Cloudera BioGenome Lumina Protein Lotus Innovations Alliance Funding Group Trilogy Holdings Pebble Beach Concours Wounded Warrior Project Rocket Farms InfiniView IQConnect
§ Selected Work / 2018—2025 Showing 16 of 44

Strategy made visible.
Outcomes made measurable.

CS — 01 / 44 Lead Creative Director

Revitalizing Sounding Board's brand to bridge the leadership gap.

A confident, premium identity system that repositioned a leadership-development platform for top-tier global enterprises, including Intel, EY, and Cloudera.

DisciplineBrand identity, voice, system
ScopeLogo, palette, typography, guidelines
OutcomeFortune 500 client acquisition
Sounding Board brand identity system
Sounding Board marketing website
02 / 44 The $10M+ site
Marketing Site · SaaS · 2024
Great Leaders paid social campaign
03 / 44 Great Leaders
Paid Social · Demand Gen · 2024
Leading Digital Transformations in the Age of A.I. eBook
04 / 44 Leading Digital Transformation
eBook · AI & Leadership · 2024
Unlocking Talent Mobility whitepaper
05 / 44 Talent Mobility
Whitepaper · Talent Strategy · 2022
Transforming Leadership ROI report
06 / 44 Transforming Leadership
ROI Report · Coaching · 2023
The Critical Role of Leadership Coaching research report
07 / 44 The coaching imperative
Research Report · B2B · 2022
Closing the New Manager Leadership Gap eBook
08 / 44 The New Manager
eBook · Leadership · 2023
The Definitive Guide to Leadership Coaching
09 / 44 The Definitive Guide
Editorial · Sales Enablement · 2023
Sounding Board trade-show booth design
10 / 44 The trade-show booth
Environmental · Trade Show · 2024
IQConnect fleet-monitoring dashboard UI
11 / 44 IQConnect
Product UI · SaaS · 2024
Pebble Beach Concours d’Elegance poster
12 / 44 American Classics
Poster · Print · 2019
Lumina protein powder packaging
13 / 44 Lumina protein
Packaging · DTC · 2025
Rocket Farms organic microgreens label system
14 / 44 Rocket Farms
Packaging · CPG Retail · 2025
Wounded Warrior Project poster
15 / 44 Wounded Warrior
Poster · Cause · 2018
Werkera talent marketplace brand and site
16 / 44 Werkera
Brand + Marketing Site · 2025
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 ↗
§ 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