10+ years in design, art direction, and brand for a global health app trusted by 30M+ people. I set visual direction, build multidisciplinary teams, and design the systems — creative, operational, AI-enabled — that keep craft exceptional at scale.
CREATIVITY ISN'T THE ART OF MAKING THINGS BEAUTIFUL. IT'S THE ART OF MAKING MEANING CLEAR.
Led an award-winning brand campaign end to end
Problem
AI health coaches all sound the same — polite, clinical, forgettable. But weight loss is emotional. When motivation fades, a functional tone won't bring people back.
Chapter 2
Problem
Subscription health apps live or die by retention. Users needed reasons to come back between milestones.
Idea
An AI-driven educational content program — art-directed once, produced as a system. Templates and AI-assisted workflows let a one team ship at the scale of a big one.
My role
Creative and art direction of the program; built the production workflow behind it.
Making craft scale
Organic content - Workbooks, education, social — one engine: art-direct once, template it, let AI carry the volume. Craft stays exceptional; the numbers compound.
+120 YoY
revenue growth
*After refunds
By strategic rethink of the in-app workbook experience — mobile-first structure, sharper readability
+15% LTV
increased
By art direction
of the AI-driven educational content program
Art-directed once, produced as a system: prompts, templates, and QA baked into the workflow.
1200+
unique creatives
Just for Instagram in one year
A small team shipping daily at brand quality — AI-assisted pipelines carry the volume, guidelines keep the craft.
Approach
01
Guidelines, playbooks, and templates — so quality survives both scale and deadlines.
02
Every creative decision starts as a hypothesis. +18.7% Day 1 engagement came from design A/B tests — not taste alone.
03
I build AI-assisted pipelines that let small teams ship like big ones — without losing the craft.
04
Multidisciplinary in-house team plus a network of illustrators, agencies, and freelancers — briefed well, trusted fully.
