About Pagaya
Pagaya is a cutting-edge financial technology company harnessing the power of AI to deliver more financial opportunity to more people, more often. Pagaya's AI-powered two-sided lending network leverages machine 
learning to ingest and analyze hundreds of millions of data points 
to automate smarter, faster credit decisions.

The Project
To design a unique aesthetic in the B2B FinTech industry, blending Pagaya's human-centric ethos with its cutting-edge technology.

My Role
Art Direction
Brand Strategy
Web Design

The challenge and solution to Newfront's bold new approach
Transforming an archaic industry like insurance means casting a bold vision—and staking out a clear path forward. Newfront is doing just that with its customer-centric, technology-enabled, DEI-forward approach to the business. Newfront is bringing the transformative nature of its work to its brand identity. The updated visual ID and client-focused narrative articulate Newfront's vision to de-risk human progress, highlight the ethos and core values that underpin its team culture, and spotlight the differentiated value Newfront brings to the market.

My Role
Working with key stakeholders, I played an integral role in developing Newfront's core brand and website. Additionally, I helped execute user testing and leveraged the results to determine the best direction for the brand and its market.

Results
- The new website increased organic search volume by 1020%.
- Increased LinkedIn engagement by 15% in six months.

Awards
TITAN Awards Platinum Winner - Business Website, Insurance Category

Awwwards - November 2023 Honorable Mention

About Cedar
Cedar’s innovative payer-provider platform empowers healthcare consumers with an easier, more personalized journey that leads to more collections, more efficient operations, and greater consumer loyalty.

My Role
I led the company's rebranding effort, providing creative direction, building detailed design systems, creating custom illustrations, and working closely with key stakeholders to craft a cohesive and engaging brand identity.

Color Palette
The pandemic created a very traumatic and hectic experience for healthcare. We introduced a palette of soothing colors that are ADA accessible when paired with our rich navy.

Our hero color being navy represents trust and reliability, helping put a key emphasis on Cedar’s commitment to ensure the best experience and outcomes for payers, providers and patients.

Illustration
We use illustrations in order to:
- Enhance our brand messaging and help our business express emotion
- Persuade, inform and influence our customers and prospects by telling a story and simplifying complex ideas
- Convey our brand values and mission through digital storytelling

Results
- 20% increase in web traffic
- Gained ~5,000 LinkedIn followers in 3 months.

Creative Direction

When people come together to work towards a shared goal, it’s a powerful thing. Multiply that power times a thousand when the goal is a life or death matter. There’s something about having that common ground, the emotional ups and downs, and knowing that we’re all in this together that solidifies the group and makes the message (and results!) stronger than any individual work could. 

The YOUnited™ campaign encompasses all of these traits while emphasizing the individual with equal importance. We never want to lose sight of each person’s story and relationship to breast cancer. But together with our rallying cry, “What Unites Us, Ignites Us”, we’ll show that YOUnited, we are a force to be reckoned with against breast cancer.

“I’ve been here for 26 years and this is the best creative I’ve seen at ACS” - VP, Making Strides Against Breast Cancer

Art Direction

Television personality, Sharon Osbourne, has agreed to record a public service announcement for the American Cancer Society about the importance of screening for colon cancer.

Colon cancer is a leading cause of cancer deaths in the United States (men & women combined) yet it can be prevented.

Art Direction

Artificial intelligence (AI) is the most transformative business force in the
world today. 

To prepare organizations for this new era, Forbes partnered with Intel to do a year long exploration into AI. These series of AI publications will highlight new Forbes Insights research and provide actionable, informative content that will help companies navigate this changing landscape.

Each publication consists of five sections of content, with each being a different color and range from 75-90 pages. This project was a rush request from the client and the help of another designer, was completed in 4 business days.

“Just wanted to tell you—thought you did an awesome awesome job on the AI magazine. You really hit the mark on it” - Creative Director, Forbes

People use Pinterest to find ideas and inspire their next purchase.

On the Partners Team, we created everything from pitch presentations to product videos in an effort to communicate Pinterest’s unique value to businesses, both big and small. We strategically demonstrated how the tool can help a business reach new customers, increase sales and build brand affinity.

UI/UX Design

Relay for Life is a team fundraising event where team members take turns walking around a track or designated path. Each event is 6-24 hours in length and each team is asked to have a member on the track at all times to signify that cancer never sleeps.

The vision for this front-end design strategy is to create a concise and clear Relay for Life experience that converts site visitors into participants.

Illustration

The following is a collection of holidays cards designed for The American Cancer Society.

Branding, Art Direction, and Campaign Strategy

The Grand Rounds vision is a path to optimal health and healthcare, accessible to everyone, everywhere. We help organizations and their employees receive measurably better outcomes, while also reducing healthcare costs. 

Digital, Print, and Illustrations

Whole Foods Market is a famous supermarket chain that is known for selling the highest quality natural and organic ingredients available.