Hi. I'm Angela, a designer from the San Francisco Bay Area. I architect scalable visual identities and systems that narrate compelling brand and product stories.
Currently at ServiceTitan on the Brand Studio team providing direction, strategy, visuals, and scalability for creative marketing, corporate, and enterprise branding.
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Selected work
Branding
Experiential Design
Driving multi-million dollar revenue through large-scale experiential design
2023 - present
design systems
visual design
Branding
Bridging gaps between creative marketing and operational speed with component libraries and design ecosystems
2022 - 2026
ux research
product design
Design systems
Brand design
Empowering indepdendent creators to grow their small business from a simple CRM and Marketplace ecosystem
2023
brand and product design
Design systems
ux research
An all-in-one CRM and Marketplace ecosystem that eliminates tool-switching and recaptures billable hours for independent creators.
2022
Other work
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branding
Tag
Brand and product marketing campaigns that support the business revenue stream.
I engineered modular design frameworks for that slashed asset production time by 30%, enabling seamless, multi-channel seasonal pivots across Brand, Web, and Email.
Acting as a strategic bridge between the company's Brand and Product narratives, I translated complex information and stories into high-impact stories that resonate with business owners and drive measurable market momentum.
Prioritizing value-first visual hierarchies tailored to the trades drove increases in CTR for Pro-tier products and other features. Campaign results revealed positive and direct impacts to brand awareness, lead generation, booked calls, and conversions.
Motion: Alex Ruther
Motion: Alex Ruther
Motion: Dylan Bragassa
branding
Tag
To drive upsell opportunities, I developed a scalable illustration system for the login experience, designed to showcase Pro-tier features to our core user base.
By abstracting complex workflows into high-level UI visualizations, I reduced cognitive load for users—turning static login screens into a thoughtful marketing touchpoint for product and feature adoption.
Measurable upticks in product leads within first week of launch.
branding
Tag
Celebrating ServiceTitan's commitment to diversity during Women's History Month with environmental Zoom backgrounds.
I developed a series of immersive Zoom environments that balanced artistic expression with corporate identity. They are used in the month of March to celebrate Women’s History Month and International Women’s Day.
The butterfly motif is a scalable visual anchor—symbolizing transformation and freedom—to tie disparate concepts (typography, portraiture, and abstract environments) into one unified narrative.
I drove employee engagement and provided high-level visibility for the ERG mission. Execs used the backgrounds, which were seen by 2,500+ employees during All Hands and other meetings.
branding
Tag
Digital sales brochure for customers to adopt technical software utility and customer support.
I developed a visual illustration to represent the payroll ecosystem. My focus was on grouping complex value props (time-tracking, revenue generation, and compliance) into distinct "hubs" to reduce cognitive load for the client.
For scalability, a modular design system was created that allows the CSM team to pivot brochure content as needed through the product evolution without requiring a total redesign.
Empowered the Support team with a sales-to-support handoff tool, contributing to a seamless customer journey and reducing time-to-value" for new users.
branding
Tag
Directed the visual identity and creative strategy for a multi-enterprise partnership, ensuring co-branded alignment across hardware and SaaS platforms.
I partnered with PR & Marketing Strategists on a multi-touchpoint campaign to launch the OneConnect® cloud platform at CES2020. I translated complex data analytics and OEM fleet management features into high-impact visual narratives of global sustainability.
We engineered a physical-to-digital lead generation funnel using QR-integrated assets, resulting in thousands of data points via scans and a measurable increase in OneConnect® platform awareness.
The successful end-to-end production of a global marketing suite (Social, PR, Web), maintained brand integrity across diverse digital and physical touchpoints and increased brand awareness.
branding
Tag
Visual and UX strategy for conversion landing pages to bridge the tech talent gap.
I managed end-to-end user journeys for marquee partnerships with Google, Lyft, and Tableau, ensuring a frictionless transition from brand awareness to program enrollment.
Beyond campaign work, I focused on operational scalability by auditing and revamping the global icon library and design system.
Unifying product and marketing visuals reduced design-to-dev friction and ensured a cohesive brand experience across the entire student lifecycle.
branding
Tag
Branding a conceptual cosmetics line.
DRIP is a high-concept brand identity study focused on market differentiation within the saturated cosmetics industry.
Inspired by avant-garde and camp aesthetics, I developed a comprehensive campaign strategy and visual language designed to challenge traditional gender norms in beauty.
A vibrant and colorful brand identity that empowers audiences to partake in a celebration of confidence.
about
I enjoy taking complex information and transforming it into compelling forms of visual communication. Form follows clarity so I approach every project by first deconstructing the context and decisions that drive it. By solving for core problems first, the visual expression becomes a natural extension of the strategy. I don’t just design for the moment; I design systems that hold integrity as they grow.
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꩜ PersonaL
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