Gamma — Systems for Growth
Gamma was growing fast — but needed creative that could evolve with it.
I worked across early testing, brand development, and large-scale production to help build a system that supported growth from startup phase through expansion.
Selected works below. For more details or case studies, please reach out directly.
Beneath the Surface
What looks like a polished campaign was built on something much earlier — rapid testing and iteration.
Early Testing
Before defining the brand, we focused on learning what worked.
tested messaging, product framing, and formats
explored how to make the value immediately clear
used performance data to guide creative direction
This early phase shaped the foundation — not just what we said, but how we said it.
Brand System
As Gamma matured, we helped define a more expressive visual language.
Working with Gamma’s internal team and Mile 80, we developed a system that made AI feel:
playful
human
creatively empowering
Scaling the Work
With the foundation in place, the focus shifted to scale.
We built a system that allowed creative to expand across:
paid social
motion and product demos
multiple formats and placements
Motion
Developed motion-driven ads and demos that made Gamma’s value immediate and engaging — helping translate product complexity into clear, visual storytelling.
Working With Creators
Extended the system through creator-led content — ensuring work felt native to platforms while staying aligned with the brand.
Testing and Learning
To support scale, we introduced a structured way to evaluate creative.
We tracked performance across:
audience types
messaging approaches
formats
This allowed us to identify patterns — not just individual wins.
Across Channels
From social to larger placements, the system held together — adapting to different contexts without losing clarity or personality.
Outcome
A flexible creative system that supported Gamma’s growth — from early testing to brand definition to scaled execution.
Role
Lead Designer & Art Director
Worked across early testing, brand development, and scaled creative systems in collaboration with Gamma’s internal team and external partners.