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.
§ Selected Work / 2018—2025
Showing 16 of 50
Strategy made visible.
Outcomes made measurable.
02 / 50
The $10M+ site
Marketing Site · SaaS · 2024
A 100-plus page marketing site rebuilt around one claim, tied to more than $10M in annual revenue.
03 / 50
Great Leaders
Paid Social · Demand Gen · 2024
A paid social campaign that turned one sharp question into real demand for coaching.
04 / 50
Leading Digital Transformation
eBook · AI & Leadership · 2024
A long-form eBook on leading through AI, written and designed as a practical playbook.
05 / 50
Talent Mobility
Whitepaper · Talent Strategy · 2022
A whitepaper on keeping talent by moving people into the right internal roles.
06 / 50
Transforming Leadership
ROI Report · Coaching · 2023
A coaching ROI report connecting leadership development to measurable business results.
07 / 50
The coaching imperative
Research Report · B2B · 2022
A research report making the business case for leadership coaching to enterprise buyers.
08 / 50
The New Manager
eBook · Leadership · 2023
An eBook on closing the gap new managers face when they first step into leadership.
09 / 50
The Definitive Guide
Editorial · Sales Enablement · 2023
The flagship guide to coaching programs, the primary mid-funnel sales asset for a full year.
10 / 50
The trade-show booth
Environmental · Trade Show · 2024
A trade-show booth built to pull qualified leads and start conversations on the floor.
11 / 50
IQConnect
Product UI · SaaS · 2024
Product UI and dashboard design for a fleet-monitoring platform, built for fast decisions.
12 / 50
American Classics
Poster · Print · 2019
An event poster for the Pebble Beach Concours d'Elegance, celebrating American classic cars.
13 / 50
Lumina protein
Packaging · DTC · 2025
Packaging for a direct-to-consumer protein line, built to stand out on a crowded shelf.
14 / 50
Rocket Farms
Packaging · CPG Retail · 2025
An organic microgreens label system for retail, differentiated clearly by variety.
15 / 50
Wounded Warrior
Poster · Cause · 2018
A poster for Wounded Warrior Project's Survival After the Battlefield program.
16 / 50
Werkera
Brand + Marketing Site · 2025
A marketing site for a skills-verification marketplace, built to explain a new category.
§ 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