Selected Work
01
Over eight years at McChrystal Group, I helped evolve the firm's brand from a growing consulting business into a cohesive, scalable design ecosystem. From marketing campaigns and websites to executive thought leadership, client deliverables, multimedia, and design systems, I partnered across the organization to create work that made complex ideas clear, consistent, and engaging.
design systems
Brand Identity
Brand strategy
creative direction
02
Altered Matter
A brand built for the next generation of advanced manufacturing. I developed a visual identity and digital presence that translates complex deep-tech innovation into a credible, investor-ready brand designed to grow alongside the company.
creative direction
Brand Strategy
visual identity
03
LOBO Leaders
A leadership certification program needed a brand that conveyed credibility from day one. I created a scalable identity system, messaging direction, and digital experience that positioned the organization as a modern, premium leader in executive development.
Brand Identity
art direction
04
Hank
An AI-powered companion designed to make knitting more intuitive and organized. From product strategy and brand positioning to UX and visual identity, I created a thoughtful foundation for a digital experience that feels as intelligent as it is unique and approachable.
Brand Strategy
Brand Identity
product strategy
UX/UI
05
Earth Tones Floral
A boutique floral studio with a focus on thoughtful, custom arrangements deserved a digital experience to match. I crafted a refined brand and website that balances warmth with elegance as well as showcasing the companies unique personality, helping communicate the studio's artistry while making it easier for clients to connect.
website design
Brand Identity
copywriting
06
Skin Deep
A UX case study exploring how thoughtful product design can reduce information overload in the skincare industry. Using research and usability testing, I designed a mobile experience that transforms complex ingredient data into clear, personalized recommendations, helping users make more confident skincare decisions.
UX Research
UI Design
product design
user testing
07
Dentsply Sirona
My first role after college introduced me to the complexities of designing within a global healthcare organization. From packaging and product launches to marketing collateral and regulated documentation, I helped implement a company-wide rebrand while building the production, systems, and cross-functional collaboration skills that continue to shape my work today.
Brand ReDesign
Production Design
Packaging
Publication design
08
Aspiration Magazine
A self-directed editorial publication exploring the ideas, people, and craft that inspire great creative work. Written, designed, and art directed from cover to cover, the project reflects an early fascination with typography, storytelling, and publication design that continues to influence my work today.
CREATIVE DIRECTION
EDITORIAL DESIGN
TYPOGRAPHY
COPYWRITING
About
I'm a multidisciplinary designer with 10 years of experience creating thoughtful experiences that make complex ideas easier to understand. Whether I'm building a brand, designing a product, or crafting an editorial experience, I'm driven by curiosity, storytelling, and systems thinking. I also have an unapologetic appreciation for organized files, thoughtful documentation, and meeting deadlines—all an essential part of good design.
Index
Brand strategy
creative direction
design systems
art direction
product design
UX/UI
user research
content strategy
publication design
marketing
website design
multimedia
presentation design
packaging
Based
San Francisco
Focus
Brand · Systems · Editorial
Experience
Senior
Favorite Things
File Management + Deadlines
Let’s start a new file.
hi@linathan.design