My work in DeepHow
I joined DeepHow in 2020, at its very beginning, when the company had about 15 employees and no formal design or marketing team. At that stage, I worked as an independent designer supporting leadership requests while they were still finding their footing.
Five years later, the startup has grown into an established AI-powered platform that helps industrial and frontline teams capture, retain, and scale critical know-how, now operating at nearly five times its original size. DeepHow transforms expert processes into searchable video instructions that bridge the gap between training and real-world execution. Through use cases like onboarding, work verification, and AI assistance, its mission is to preserve expertise, reduce safety incidents, and accelerate workforce ramp-up.
Five years later, the startup has grown into an established AI-powered platform that helps industrial and frontline teams capture, retain, and scale critical know-how, now operating at nearly five times its original size. DeepHow transforms expert processes into searchable video instructions that bridge the gap between training and real-world execution. Through use cases like onboarding, work verification, and AI assistance, its mission is to preserve expertise, reduce safety incidents, and accelerate workforce ramp-up.
My role in DeepHow
As Lead Brand Designer, I was responsible for shaping DeepHow’s look, feel, and communication across every touchpoint. My work connected marketing and product through a consistent visual language that evolved alongside the company’s growth.
I worked on the website redesign twice, each version reflecting a different stage in the company’s journey. The first redesign marked DeepHow’s transition into a professional, enterprise-ready presence. The second, years later, embodied a more confident and unified brand expression, refined through collaboration with a larger team.
Beyond the websites, I designed brand assets for presentations, conferences, social campaigns, and digital launches, ensuring visual consistency across all company materials. I also worked closely with marketing and product teams, helping strengthen internal alignment and elevate the company’s overall creative standard. One of my key accomplishments was transforming DeepHow’s creative workflow from fragmented and externally dependent to a more agile, in-house process that allowed the brand to evolve more efficiently.
I worked on the website redesign twice, each version reflecting a different stage in the company’s journey. The first redesign marked DeepHow’s transition into a professional, enterprise-ready presence. The second, years later, embodied a more confident and unified brand expression, refined through collaboration with a larger team.
Beyond the websites, I designed brand assets for presentations, conferences, social campaigns, and digital launches, ensuring visual consistency across all company materials. I also worked closely with marketing and product teams, helping strengthen internal alignment and elevate the company’s overall creative standard. One of my key accomplishments was transforming DeepHow’s creative workflow from fragmented and externally dependent to a more agile, in-house process that allowed the brand to evolve more efficiently.
Designing within DeepHow
Designing at DeepHow meant navigating constant change. In the early days, the company lacked a clear visual foundation, with no consistent structure, reusable patterns, or brand cohesion. Every project felt like starting from scratch. There was rarely time to pause for a complete rebrand, so evolution happened gradually, piece by piece, through persistence and small wins.
Each new asset became an opportunity to refine the visual identity a little further. Over time, the accumulation of these small decisions built what would eventually become DeepHow’s current brand style.
For a long time, design operated in silos, with limited feedback loops and scattered priorities. That changed as new leadership came in, and the team structure finally evolved. I adapted to the new rhythm, learning to deliver, revise, and align in real time across departments.
Through it all, learning was constant. I expanded my technical range, particularly in Figma and Webflow, while also developing stronger communication and collaboration strategies that helped bridge design and business goals.
Each new asset became an opportunity to refine the visual identity a little further. Over time, the accumulation of these small decisions built what would eventually become DeepHow’s current brand style.
For a long time, design operated in silos, with limited feedback loops and scattered priorities. That changed as new leadership came in, and the team structure finally evolved. I adapted to the new rhythm, learning to deliver, revise, and align in real time across departments.
Through it all, learning was constant. I expanded my technical range, particularly in Figma and Webflow, while also developing stronger communication and collaboration strategies that helped bridge design and business goals.
The challenges
When I first joined, DeepHow’s brand identity had been created quickly by one of the company’s founders. It served its purpose in the early stage, but as the company grew, its limitations became clear. There was no strong visual system, no symbol or graphic assets that could extend across different formats. The color palette was restricted, and the leadership team preferred to maintain it for years rather than approve a full rebrand.
We also faced significant constraints in visual resources. There were no proprietary photos, and using AI-generated imagery was initially off-limits. Even the product’s user interface, which could have been a valuable storytelling tool, was often not allowed to appear in marketing materials. This left the design team with very little visual content to work with. The result was a brand that looked clean and correct but lacked the emotional impact and visual richness it deserved.
We also faced significant constraints in visual resources. There were no proprietary photos, and using AI-generated imagery was initially off-limits. Even the product’s user interface, which could have been a valuable storytelling tool, was often not allowed to appear in marketing materials. This left the design team with very little visual content to work with. The result was a brand that looked clean and correct but lacked the emotional impact and visual richness it deserved.
The solutions
The brand challenges at DeepHow were not solved in a single project. They evolved over years of minor, intentional refinements, turning every campaign, presentation, and landing page into an opportunity to test and improve. Gradually, I introduced subtle but consistent updates such as richer mockups, custom illustrations, and a stronger visual narrative that connected the brand’s technical core with its human purpose. Over time, these decisions added up to a design language that felt more cohesive, mature, and aligned with the product’s sophistication.
A major step forward came with the new website. Once again, we decided to bring the entire project in-house, designing and implementing every page internally. This allowed us to rebuild DeepHow’s online presence from the ground up, aligning it with our renewed focus on product storytelling and visual depth.
One of the most important changes was the shift toward a more product-focused strategy. The new design relied heavily on product UI illustrations and custom mockups that showcased how DeepHow actually worked rather than using generic visuals.
A major step forward came with the new website. Once again, we decided to bring the entire project in-house, designing and implementing every page internally. This allowed us to rebuild DeepHow’s online presence from the ground up, aligning it with our renewed focus on product storytelling and visual depth.
One of the most important changes was the shift toward a more product-focused strategy. The new design relied heavily on product UI illustrations and custom mockups that showcased how DeepHow actually worked rather than using generic visuals.
Impact and results
The website redesign reshaped how DeepHow was perceived, both internally and externally. It now mirrors the company’s maturity, effectively communicating what once required long explanations. It also marked the end of our dependence on external agencies, giving us full control of design decisions and the agility to respond to new priorities in real time.
The redesign enabled our marketing team to extend the new visual direction across every piece of communication, bringing a consistent look and feel that revitalized how DeepHow presented itself.
Managing updates directly in Webflow allowed me to release new content faster and keep every page consistent with the latest messaging. As a result, clients, partners, and internal teams began to see a more unified brand that felt coherent across every channel.
The redesign enabled our marketing team to extend the new visual direction across every piece of communication, bringing a consistent look and feel that revitalized how DeepHow presented itself.
Managing updates directly in Webflow allowed me to release new content faster and keep every page consistent with the latest messaging. As a result, clients, partners, and internal teams began to see a more unified brand that felt coherent across every channel.
Broader design contributions
In addition to leading the brand and website efforts, my work at DeepHow extended across various design initiatives. I designed presentation decks, sales materials, and internal brand collateral, helping teams communicate ideas with clarity and visual consistency. I also developed assets for conferences, events, and marketing campaigns, ensuring that every public appearance felt unified under the DeepHow identity.
When needed, I supported video and motion design projects, creating visuals for promotional and demo videos. I also collaborated with junior designers and contractors, offering feedback and guidance to maintain quality and alignment across deliverables.
Throughout these projects, I worked to ensure that the brand’s visual integrity carried through every medium, digital or print, internal or external. The goal was always the same: to make DeepHow’s communication as seamless and intelligent as the technology behind it.
When needed, I supported video and motion design projects, creating visuals for promotional and demo videos. I also collaborated with junior designers and contractors, offering feedback and guidance to maintain quality and alignment across deliverables.
Throughout these projects, I worked to ensure that the brand’s visual integrity carried through every medium, digital or print, internal or external. The goal was always the same: to make DeepHow’s communication as seamless and intelligent as the technology behind it.
