Overview
League
Creative Direction
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Brand Design
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Web Design
2022-2026
As Creative Director at League, I led Brand Design across marketing, web, customer communications, events, video, executive storytelling, and creative operations. I set direction while staying deeply hands-on—developing concepts, designing key work, directing designers and partners, and building the systems that helped the brand scale.
A big part of my role was looking beyond individual deliverables to identify where design could create greater leverage. I expanded League’s User Engagement Design System, reducing comparable work from 60+ hours to under 20; integrated Highmark’s rebrand into that system, improving design efficiency by more than 400%; and led a brand typeface transition that saved upwards of $75,000 annually.
The visual exploration shown here was created independently after my time at League, imagining where I might take the brand next. It builds on my experience working deeply within the brand and product ecosystem, but was not commissioned, approved, or launched by League.
Across my time at League, the goal was consistent: create a stronger point of view while making the brand easier to use, evolve, and scale. That meant treating design not simply as a series of outputs, but as an interconnected system of ideas, tools, components, and creative principles that could support everything from a single campaign to an enterprise customer experience.
