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Brand and visual designer

I lead with strategy to tell compelling
brand and product stories ꩜ through
visual communication.

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

꩜1

Driving multi-million dollar revenue through large-scale experiential design

design systems

visual design

Branding

ServiceTitan Component Libraries

2026 • 2025 • 2024 • 2023 • 2022

꩜2

Bridging gaps between creative marketing and operational speed with component libraries and design ecosystems

ux research

product design

Design systems

Brand design

꩜3

Empowering indepdendent creators to grow their small business from a simple CRM and Marketplace ecosystem

brand and product design

Design systems

ux research

꩜4

An all-in-one CRM and Marketplace ecosystem that eliminates tool-switching and recaptures billable hours for independent creators.

Other work

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branding

Tag

꩜5

ServiceTitan Brand and Product Marketing

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.

Outcome

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: Dylan Bragassa

branding

Tag

꩜6

ServiceTitan Pro Product Illustrations

A scalable illustration library that bridges Brand and Product UI for ServiceTitan’s Pro Product suite's upsell campaign.

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.

Outcome

Measurable upticks in product leads within first week of launch.

branding

Tag

꩜7

Women’s History Month Culture-Initiative Campaign

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.

Outcome

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

꩜8

ServiceTitan Professional Services Support Brochure

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.

Outcome

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

꩜9

CES2020:
Tropos Motors, Panasonic, EVBIB, and Pathwater

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.

Outcome

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

1꩜

Udacity

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.

Outcome

Unifying product and marketing visuals reduced design-to-dev friction and ensured a cohesive brand experience across the entire student lifecycle.

branding

Tag

11

DRIP Cosmetics

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.

Outcome

A vibrant and colorful brand identity that empowers audiences to partake in a celebration of confidence.

about

I have had the pleasure of working in B2B and B2C tech companies and digital agencies within the industries of the technology, trades, education, automotive, food service, and music.

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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