To improve lives by improving communication
Grammarly
Back To School
Art + creative direction
1 / Situation
Grammarly launched a 360° campaign aimed at converting student users from the free version to the paid version of the product. This back-to-school campaign was the largest, single reveue opportunity of the year.
2 / Task
Our team needed to develop a cohesive system—including creative concepts, a campaign-specific visual identity, and scalable design components—that would enable both internal and external teams to produce campaign assets consistently and efficiently.
3 / Action
I contributed to the creation of the original creative concepts as a creative and art director. We established the campaign’s visual identity, and built the design system components required for execution. We set clear design guidelines to ensure seamless collaboration across internal and external creative partners.
4 / Result
The system supported the production of over 400 campaign assets while maintaining visual consistency, clarity, and efficiency across all touchpoints, successfully enabling a unified student-focused campaign experience. The campaign exceeded its financial goals.
Campaign identity system + guidelines
Identity design
Brand refresh
1 / Situation
Grammarly’s brand had grown organically, but with shifts in its business model, product offerings, and growing role in the AI space, the existing identity no longer reflected the company’s vision or market position.
2 / Task
As a Lead Designer, I was responsible for guiding the brand refresh, ensuring that the new system balanced strategic clarity with creative execution. My role was to align internal teams and external partners around a unified design direction that could scale across platforms and audiences. In addition, I was part of the hands on redesign on a day-to-day basis.
3 / Action
I collaborated closely with stakeholders, agency partners, and Grammarly’s internal creative team to rebuild the brand from the ground up. I helped lead the design development of core identity elements—including a new logo and wordmark, a refreshed color palette, and an expanded photo library. We partnered with Colophon Foundry to commission a custom typeface, while shaping guidelines for positioning, attributes, content, and messaging. Throughout the process, I set design standards, provided creative oversight, and ensured consistency across all deliverables.
4 / Result
The multi-year brand refresh delivered a cohesive, modern identity system that elevated Grammarly’s presence in the market. It positioned the company as both a trusted communication tool and a forward-looking AI leader, while providing a flexible foundation for future growth and product innovation.
Brand identity system + guidelines
Brand experience + information design
Brand portal
Back To School
Art + design direction
Brand illustrations
illustrator
The cutting room floor of a brand refresh
Identity design
This is a shout out to all my Grammarly collaborators.
Top-notch work happens within the context and support of a strong team–and this ceratinly has been the case at Grammarly. Thank you for showing me excellence. Thank you for pushing me to create my best work.