Client Story - 2022-2024
HockeyStack
Overview
I joined HockeyStack as their first design hire, initially focused on ads design. Within a few months, my scope expanded quickly to cover brand design and creative production across marketing and growth.
During the two years I spent with the HockeyStack team in a full-time capacity, I shaped and continuously refined the brand’s visual language and storytelling. I led multiple brand refreshes and a broader rebrand as the company and product evolved, and played a central role in realizing all brand and content initiatives.
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Things at HockeyStack always moved at light speed, and the company scaled quickly through excellence across product, brand, and experience.
Because of this, my work on the brand side focused on flexibility and adaptability rather than implementing a fixed identity or rigid system. At times, I navigated chaos independently and distilled it into clarity with little input. At other times, I worked closely with team members and a small group of creatives.
Overseeing creative production end to end, I supported design and creative needs across departments, while maintaining my focus on the brand side.
As I transitioned out of the role, HockeyStack had secured a $20M funding round and entered its next stage with strong brand foundations I was happy to have contributed to.
Impact
My work enabled HockeyStack to scale its brand and creative output without slowing momentum or sacrificing clarity.
A scalable brand foundation during rapid growth
HockeyStack’s visual language evolved into a flexible system that could support fast-paced growth, frequent launches, and changing priorities without losing coherence and relevance.
Speed without compromising creativity
I led creative production and art direction across multiple brand initiatives with highest quality standards including the company’s streaming platform The Flow, research initiative Labs, and resource platform Academy.
Clear creative ownership across teams
With end-to-end oversight of creative production, I handled design and content requests across departments efficiently and helped them focus on what they do the best.
Growing brand presence within the community
Consistent, high-quality content helped build momentum within the community with product videos and social content gaining strong visibility and engagement, particularly on LinkedIn.
