Brand Management
August 2024 - March 2025
Martello Tech
Scaling brand systems and creative execution to drive consistency, efficiency, and impact across channels.
Martello’s website had grown fragmented, inconsistent, and misaligned with the brand’s evolving market position. The challenge was to lead a full digital rebrand that unified visual identity, improved UX, elevated SEO performance, and aligned creative direction across teams and agencies. I drove the end-to-end transformation—from strategic vision to art direction and implementation—resulting in a modern, cohesive digital presence. The new site strengthened brand credibility, boosted organic performance, and created a scalable framework for long-term growth.
Role: Creative Lead
Timeline: 2023 - 2025
Art Direction
Creative Vision
Brand Strategy
UX/UI Design
Cross Function Collaboration
The Process
Discovery & Vision Setting
Defined the creative direction and strategic objectives for the new website, ensuring alignment with Martello’s evolving brand identity.
Art Direction & Agency Collaboration
Partnered with Directive’s design team, reviewing and refining concepts to guarantee execution matched the intended brand vision.
Implementation Oversight
Worked directly with development to translate finalized designs into a pixel-perfect, fully responsive website.
Cross-Functional Alignment
Coordinated efforts across SEO, content strategy, and dev teams to deliver a cohesive launch.
The Solution
Cohesive design system, clean navigation, SEO-optimized structure, modern visual identity.
The Impact
Organic Sessions: 56.8% increase
User Engagement: 68% improvement
Strengthened digital presence and lead generation capabilities
Established a scalable design framework for future growth
