Cloverleaf Creative Direction
The Problem: Before I joined Cloverleaf, the company had no dedicated designer—no clear brand direction, no scalable design system, and no strategic visual storytelling to support growth. Design requests were ad hoc, and there was no unified experience across marketing, sales, product, or customer success. Design was in essence a list of color HEX codes and a logo.
The Solution: I built Cloverleaf’s design function from the ground up. Starting as an intern and growing into a leadership role, I transformed design into a strategic powerhouse.
Established a strong, scalable brand with guidelines, a graphic toolkit, streamlined processes, and a cohesive visual identity.
Drove business growth by optimizing marketing, sales, and customer success assets using data-driven design.
Led high-impact creative initiatives that touched every aspect of the business. Spanning marketing campaigns, social content, ebooks, videos & podcasts, billboards, product UX/UI, illustrations, conference & event materials, presentations, murals, and much more.
I didn’t just design assets—I built a brand that drove engagement, sales, and growth.
Key Roles & Skills:
→ Brand Strategy, Brand Design & Management
→ Marketing & Advertising Design
→ Project Planning & Leadership
→ Illustration, Motion Design & Video Production
2025 Assessment Marketing Campaign
Ad Campaigns, Lead Generation, Conversion Optimization
Designed retargeting ads, on-site CTAs, and a high-value ebook to drive lead generation and sales opportunities.
Optimized creative using A/B testing and audience insights.
High-quality gated ebook positioned to attract and nurture qualified leads.
Strategic ad design to boost engagement and conversions.
Retargeting Ad Creative
Ebook Design
On-site CTA Banners & Ads
Data-Driven Blog & Newsletter Optimization
UX Strategy, Conversion Optimization and Visual & Email Design
Redesigned Cloverleaf’s blog and newsletter to improve readability, engagement, and conversions using heat maps and industry best practices.
Blog: New layout, table of contents, and ad design led to time on page increasing from 5.1 to 5.8 minutes.
Newsletter: Updated template and visuals boosted read time from 38.6% to 50% and click-thru-rate from 1.92% to 4.33%.
TikTok & Short-Form Video Experiments
Content Strategy, Video Production, & Social Growth
Led several short-form video experiments (2022–2025) to test trending content and boost organic reach.
175+ videos created across TikTok, Instagram Reels, and YouTube Shorts.
Audience insights & platform strategies refined through creative testing.
60,931+ views in just four months (Oct 2024–Jan 2025).
Clovie Character Illustration
Meet Clovie—Cloverleaf’s friendly, approachable brand character!
I designed Clovie to bring warmth and personality to the Cloverleaf brand, transforming the logo into an engaging, approachable character. Through thoughtful illustration and strategic integration, I helped:
Humanize the Brand – Made Cloverleaf more relatable while maintaining professionalism.
Enhance User Experience – Created a visual guide that simplifies navigation without distraction.
Strengthen Brand Identity – Developed a flexible character used in-app, in marketing, and internal initiatives to reinforce brand consistency.
Branded Experiences
Conference Displays, Company Swag, Office Design, & More
I designed cohesive brand experiences, each piece strengthened brand identity, creating engaging, stylish, and memorable touchpoints.
