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As Associate Creative Director at BlackLine, I oversee the global design team responsible for shaping the company’s visual identity and brand experience. BlackLine is a market leader in SaaS solutions for modernizing finance and accounting, serving enterprise clients worldwide. My role has centered on developing a scalable creative framework that aligns with business goals while ensuring every brand touchpoint, from print to digital to events, feels cohesive, modern, and impactful.
View ProjectClient
BlackLine
Category
Creative Direction
Services
Branding
Illustration
Web Design
Design Systems
Graphic Design
Year
2025
The Challenge
BlackLine’s rapid growth required a refreshed brand identity that could unify its global presence, streamline production across teams, and elevate both digital and in-person experiences. The company needed to modernize its creative standards, optimize production workflows, and create brand consistency across campaigns, events, and platforms without slowing speed to market.
The Solution
I led the 2025 brand refresh, defining a new visual language across web, print, campaigns, and event design. This included producing a robust web design system that greatly increased efficiency across internal groups, collaborating with leadership to establish new brand standards, and directing the creation of motion guidelines to unify storytelling. I also helped spearhead the integration of creative AI tools, which increased creative output by more than 30%, and drove the design and execution of BeyondTheBlack 2025, BlackLine’s flagship user conference, which brought the refreshed brand to life at scale.
Results & Impact
The new brand system streamlined operations globally, ensuring creative consistency while enabling faster content delivery. AI adoption amplified productivity, freeing the team to focus on higher-level creative strategy. BeyondTheBlack 2025 achieved record attendance and positive feedback, solidifying the refreshed identity as both scalable and memorable. The work established a long-term future foundation for BlackLine’s brand presence worldwide.
Tools Used
After Effects
Cinema 4D
Figma
Illustrator
PowerPoint