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
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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—via 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 08 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—Intel, EY, and Cloudera among them.
CS — 02 / 44
Director · Web
The marketing site that helped close $10M+ in annual revenue.
Directed end-to-end design and development of Sounding Board's marketing site—turning narrative, conversion, and SEO into one performance system.
CS — 03 / 44
Editorial · Demand Gen
Long-form content engineered to qualify pipeline—not just decorate it.
A four-issue eBook program built around a leadership-development hypothesis. Each issue mapped a specific buying-stage signal and triggered a bespoke nurture path.
CS — 04 / 44
Performance · Brand
Paid-social creative that pulled awareness into conversion.
A modular ad system across LinkedIn and Meta, designed to A/B test brand-narrative cuts against direct-response variants—at sustained-quality velocity.
CS — 05 / 44
Sr. Creative Director
Connecting elite talent with the right opportunities.
Brand launch and marketing site for Werkera—a curated talent marketplace with dual conversion paths for hirers and talent, held together by one confident voice.
CS — 06 / 44
Lead Brand Designer
A confident mark for Vietnam's premier build partner.
Identity system for a services firm helping international companies set up, hire, and operate in Vietnam—mark, palette, type pair, and a brand voice that earns enterprise credibility.
CS — 07 / 44
Sr. Graphic Designer
Premium plant protein, packaged for the everyday ritual.
Two-SKU packaging system for a women's plant-protein DTC brand. The gradient field and serif lockup pull the product out of the supplement aisle and onto the wellness shelf.
CS — 08 / 44
Sr. Graphic Designer
A poster for the warriors who came home.
Cause-marketing piece for the Wounded Warrior Project—"Survival After the Battlefield" set against the project's mission to support veterans through recovery. Photo composite, type system, and editorial pacing in one frame.
§ 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
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
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
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