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.
My role
Creative and art direction of the program; built the production workflow behind it.
Idea —
Making craft scale
An AI-driven content engine — art-directed once, produced as a system. Templates and AI-assisted workflows enabled consistent content production at scale.
+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.
+20 CTA
*After refunds
After shifted brand narrative & strategic redesign: from functional AI coach to gamified tone rooted in "simplify your weight loss journey".
