Building a technology brand from the ground up
When I joined Ooyala, the company had little beyond a logo and no dedicated marketing team. As the company's first in-house marketing designer—and later Design Manager—I helped establish the visual brand, built scalable creative systems, and partnered across the organization to support marketing, sales, product, and developer communications.
COMPANY
Ooyala
FOCUS
Brand Strategy • Design Systems • Creative Leadership
ROLE
Design Manager
TIMELINE
2012–2014
Challenge
Ooyala was growing quickly but lacked a cohesive visual identity and centralized creative support. The opportunity was to establish a scalable brand system that could support every customer-facing team as the company expanded.
Approach
Building a scalable brand system
I developed the company's first comprehensive visual identity system, establishing standards for typography, color, layouts, presentations, and marketing materials. These guidelines created a consistent foundation that could scale alongside the business.
Turning data into stories
I designed quarterly industry reports and infographics that translated complex video analytics into clear, engaging thought leadership content. These reports became key marketing assets supporting brand awareness and sales conversations.
Establishing a web presence
I designed a central marketing site, an industry blog, newsletters and digital experiences for developers—creating interfaces that balanced usability, technical content, and brand consistency across the product ecosystem.
Empowering Sales teams
I created presentation systems, reusable templates, and visual assets that helped sales teams communicate complex technology with greater clarity and consistency.
Results
The visual systems established during this period became the foundation for Ooyala's growing marketing organization, supporting everything from thought leadership and sales enablement to digital experiences and product communications as the company scaled.
More Case Studies
Building a scalable marketing campaign system
How I streamlined the brand and optimized planning, creative production, and cross-functional collaboration across multiple medical accreditation campaigns at Learner's Digest International.
Evolving a lifestyle brand through focused creative direction
California Psychics relied on a steady stream of original content to support digital marketing across web, email, paid media, social, and video. As Senior Designer, I helped shape the brand's visual direction by art directing lifestyle photography, producing content, and creating integrated campaigns that brought consistency across every customer touchpoint.