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.
§ Writing / Essays
5 essays · 2024—2025
Notes on the work.
From Chaos to Clarity.
Creative work is chaotic by nature. The director's real 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
Leading the Way.
Creative direction at a startup is a different job than at an agency or an enterprise. You are a player-coach, building the function from zero.
Read essay
From Silos to Symphony.
I arrived to creative that was good in pieces and incoherent as a whole. The work was turning a set of disconnected instruments into something that could play together.
Read essay
AI as a creative director.
AI doesn't replace the creative director. Used well, it removes the friction between an idea and its first draft, so more of your time goes to judgment and taste.
Read essay
From lead gen to brand loyalty.
In B2B, design gets hired to generate leads, then quietly disappears once the lead is captured. That's a mistake. Its real return compounds across the whole journey.
Read essay
§ 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