Client
Evolved
Year
2025 - 2026
Location
New York, NY
Role
Creative Direction, Brand Design, UX/UI, Marketing Design & Project Management
Process
All process work and development files can be given or presented at request
My work with Evolved Tax & Advisory began with a focus on its digital experience and developed into an ongoing creative and marketing partnership spanning brand, web, campaigns, social media, print, sales collateral, and internal marketing initiatives.
As Evolved expanded its services and audience, the brand needed to communicate increasingly complex tax and advisory offerings in a way that felt clear, consistent, and recognizable. My role grew alongside the firm, from designing individual experiences and assets to helping establish the creative direction and systems used across its marketing.
I work as an embedded creative and marketing partner for Evolved, collaborating directly with leadership, subject matter experts, copywriters, developers, and external partners.
My responsibilities span creative direction, UX/UI design, brand development, campaign design, social media, presentations, print and digital collateral, and project management. I also help translate technical subject matter across tax, advisory, Private Equity, Investment Funds, High Net Worth Individuals, and other financial services into clear and approachable visual communications.
Working across these disciplines has required more than maintaining a consistent visual identity. It has meant understanding the firm's objectives, audiences, and services well enough to determine how information should be structured, presented, and carried across different channels.
As the scope of my work expanded, I helped evolve Evolved's visual language into a more flexible system capable of supporting a growing range of services, audiences, and content.
The system combines a restrained professional foundation with distinctive typography, imagery, layouts, and Evolved's green visual language. Rather than treating each campaign or deliverable as a standalone piece, I developed reusable approaches that allow new materials to feel connected while still giving individual service lines and topics room to communicate clearly.
This system now extends across the website, social content, presentations, reports, service materials, email, campaigns, and other client-facing communications.
The website became one of the primary expressions of the evolving brand.
I designed responsive page experiences that balance Evolved's professional positioning with the need to make complex services easy to navigate and understand. The work included information architecture, wireframing, responsive UX/UI, visual design, prototyping, developer collaboration, and quality assurance.
As Evolved introduced new services and expanded existing offerings, I continued developing the site and its supporting design system to accommodate new content without sacrificing consistency or usability.
One of the central challenges of designing for Evolved is communicating technical financial and tax subject matter without overwhelming the audience.
I work closely with Evolved's team and content partners to understand the purpose of each initiative before determining how the information should be structured visually. This has included communications around Strategic Tax Planning, Private Equity, Investment Funds, State and Local Tax, High Net Worth Individuals, Family Offices, and other specialized services.
Across web pages, campaigns, social content, presentations, and sales materials, the goal is consistent: establish a clear hierarchy, surface the most important information, and make complex topics easier for the intended audience to understand.
Evolved produces ongoing thought leadership across several specialized areas, requiring a creative system that can support a high volume of content without becoming repetitive.
I develop visual concepts and campaign assets across social media, email, web, and other digital channels, creating enough flexibility for individual topics while maintaining a recognizable connection to the broader Evolved brand.
This work ranges from individual graphics and multi-slide educational content to larger campaigns supporting specific services, announcements, events, and firm initiatives.
The visual system also extends into the materials Evolved uses to communicate with prospective clients, partners, and other professional audiences.
I have designed service collateral, brochures, presentations, reports, partnership materials, and other sales enablement pieces that translate the digital brand into more structured, information-heavy formats.
These projects require careful attention to typography, information hierarchy, consistency, and the practical requirements of both digital distribution and professional print production.
As the engagement developed, my role expanded beyond individual design deliverables into broader creative and project ownership.
I help coordinate initiatives across leadership, subject matter experts, copywriters, developers, and external partners, managing priorities and maintaining consistency as projects move between strategy, content, design, development, review, and launch.
Working as an embedded partner has also given me a broader understanding of Evolved's business and audiences. That context allows me to make creative decisions with the larger brand and marketing strategy in mind rather than approaching each request as an isolated design task.
What began as a digital design engagement has developed into an ongoing creative partnership supporting Evolved as its brand, services, and marketing continue to grow.
The result is a more cohesive visual system that connects Evolved's website, campaigns, thought leadership, social content, presentations, sales materials, and print communications under one recognizable brand.
For me, the project represents the type of work I enjoy most: understanding an organization deeply, solving problems across disciplines, and building creative systems that can continue to evolve with the business.