In 2019, I joined Morning Brew as its founding designer during the company's early startup phase, when the team consisted of just 10 employees. As the business rapidly expanded across new editorial verticals, products, and audiences, I was responsible for building a scalable brand system that could grow alongside it.
I created the original Morning Brew mug logo, establishing the iconic blue mug that remains a defining part of the brand today. Beyond the identity, I designed the initial website UI, developed the foundational newsletter structure, and created the editorial illustration system and supporting visual language. Together, these systems established a cohesive design language that evolved over the years while remaining rooted in the same core principles: witty, conceptual, immediate, and approachable. The work laid the foundation for a brand that could scale across newsletters, digital products, social media, events, and B2B initiatives.
Morning Brew's editorial illustration system became a defining part of the brand, helping make complex business stories feel approachable, engaging, and quick to understand. Built around a vibrant color palette and concise visual storytelling, the system was intentionally designed for readers scanning the newsletter during their morning routine.
Working closely with writers and editors, I translated editorial concepts into accurate, story-driven visuals while developing a production system that prioritized both speed and consistency. As the sole designer, I created a scalable workflow that enabled the team to produce thousands of high-quality illustrations without compromising the brand's visual standards. At its peak, the system supported the creation of more than 2,000 editorial illustrations in a single year.
As Morning Brew evolved from a startup into a leading media company, so did my role into Art Director. From 2019 to 2025, I partnered cross-functionally across editorial, product, growth, sales, and leadership teams, leading creative initiatives spanning brand identity, newsletters, digital products, podcasts, live events, merchandise, CMS design systems, and new business ventures.
This case study highlights only a small portion of that work. If you'd like to see additional projects or discuss my approach in more detail, I'd be happy to connect.