Building Design Maturity: Helping Founders Craft Products

Variety

Agency

Shipped

As Design Director at Catalog, a subscription-based design agency, I led design efforts across 70+ early-stage startups. Our model emphasized fast turnaround and iterative delivery, which meant staying close to client needs while moving quickly.

I directly managed 10–15 active clients at a time, acting as the main contact alongside our lead PM. I also led a team of 6 designers—supporting them with direction, reviews, and briefs—and regularly stepped in on hands-on design work when needed.

Below are three examples that reflect the range of work I led—from optimizing user journeys for a healthtech platform to building early brand foundations for a fintech startup.

Company

Catalog

Designers

Elias Julian
Brendan Nowlin
Nicholas Pereira
Jelena Milutinovic
Enis Retkoceri
Daniela Valdes

My Role

Design Director

Timeline

2 Years

Mindbloom

Mindbloom came to us with a product that was already working, but needed to work better. Most of our projects centred around improving how users experienced the platform at key moments.

Below is a summarized list of the work we did during our engagement:

Audited core in-app flows to identify friction in booking and session preparation
Designed A/B tests to optimize the onboarding experience
Rewrote and restructured post-session surveys for clarity and completion
Worked with their marketing team to redesign plan/package pages focused on increasing conversion

This work was iterative, insight-driven, and tightly aligned with user behaviour. Our changes helped reduce drop-off and increased clarity at moments where user confidence and commitment mattered most.

DXRacer

DXRacer, a leading brand in gaming chairs, partnered with us to produce a series of social and marketing assets tied to new product lines.

Below is a summarized list of the work we did during our engagement:

Created high-impact visuals for the Craft Series and other product releases
Developed campaign systems that could scale across multiple formats and channels
Ensured every piece matched the visual identity of both the brand and the specific sub-line it was promoting

Our role was less about exploration and more about execution at scale—delivering consistently branded assets across months of coordinated campaigns.

Magic

Magic approached us pre-launch, looking to build a brand from scratch. As an alternative payment platform, they were still exploring what narrative would resonate most with users and merchants.

Below is a summarized list of the work we did during our engagement:

Led early-stage brand strategy and visual identity development
Started with a user-incentive angle, then evolved toward a merchant-first story
Designed landing pages, product flows, and marketing touch points
Worked closely with founders to align messaging, tone, and core product experience

This was a classic zero-to-one engagement: fast-moving, iterative, and foundational to the product’s early growth.