At Basys, I lead creative design for a wide range of brand and marketing initiatives supporting the company’s payment technology platform. My work focuses on developing scalable brand systems, campaign concepts, and visual storytelling used across digital marketing, sales enablement, and recruiting efforts.
In collaboration with content, marketing, and technology teams, I help translate complex payment solutions into clear, human-centered brand experiences that resonate with banks, software partners, merchants, and prospective employees.
In collaboration with content, marketing, and technology teams, I help translate complex payment solutions into clear, human-centered brand experiences that resonate with banks, software partners, merchants, and prospective employees.
Brand Evolution & Architecture
At Basys, I led a brand evolution initiative to modernize the company’s visual identity and establish a scalable brand architecture to support its growing ecosystem of products and services. The work included defining an endorsed brand structure, developing an updated visual system, and implementing the refreshed identity across marketing campaigns, sales materials, events, and digital platforms.
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Modular Brand Video System
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Merchant (Business Owners) Audience Clip
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I led the creative direction for a brand photo and video initiative designed to establish a scalable visual storytelling system for Basys. The project introduced standardized video branding elements, including lower thirds, motion graphics, and end cards while producing a modular library of video content tailored for multiple audiences, including banks, software partners, merchants, and recruiting.
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Better is Better Campaign
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“Better is Better” was created as the first brand awareness campaign for Basys.
The campaign created:
By transforming a simple internal phrase into a structured campaign, the project created a foundation for brand storytelling at Basys. |
Coffee Mailer Campaign
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I designed a direct mail campaign centered around a custom Basys coffee blend, extending the brand into packaging for the first time. After exploring several design directions, the final concept translated the Basys visual system into a bold geometric packaging experience.
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BBQ Box Campaign
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To help the sales team stand out in a crowded outreach landscape, I designed a branded direct mail campaign centered around a custom Basys BBQ sauce mailer. Paired with LinkedIn retargeting ads, the campaign successfully captured attention and resulted in a 3× increase in booked sales meetings from recipients.
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SaLes Enablement
To support sales outreach and event engagement, I designed a series of branded promotional pieces that extended the Basys visual system into physical touchpoints. These materials ranged from direct mail items, such as cookie and chocolate mailers, to smaller giveaways used at trade shows, including mints and tissue boxes.
The pieces were designed to capture attention quickly while reinforcing Basys’ messaging through playful headlines and strong brand visuals. By offering a range of formats at different production costs, the sales team could select the most effective option for different outreach scenarios.
The pieces were designed to capture attention quickly while reinforcing Basys’ messaging through playful headlines and strong brand visuals. By offering a range of formats at different production costs, the sales team could select the most effective option for different outreach scenarios.
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Employee Engagement & Culture InitiativesIn addition to external marketing initiatives, I partnered with HR and leadership to develop branded materials that support employee engagement and internal culture. These projects included custom apparel and event graphics for company initiatives such as Field Day and CX Appreciation, helping create memorable experiences for employees while reinforcing Basys’ brand identity. By applying the brand consistently across internal events and apparel, these initiatives helped strengthen team pride and bring the company’s culture to life.
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