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.

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.

During my time there, 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. Here's the latest 2025 homepage version I have worked on for the website.

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 marketing creative workflow from fragmented to a more agile process that allowed the brand to evolve more efficiently.

This shift came from earning true creative independence. Early on, my workflow was tightly tied to executive approvals, which slowed iteration and made it reactive. Over time, I gained full ownership of the creative process, defining timelines, structuring feedback loops, and organizing deliverables strategically instead of task by task. That allowed me to apply a proper design process rather than jumping straight to execution, making concept development, layout creation, and revisions far more fluid and consistently delivered on time.

Below are a few of my most recent works as a Lead Designer on the Marketing Team.

In the early stages, my collaboration with the product team began with smaller contributions, such as designing icons to represent each platform feature before the UI was redesigned. I also created empty-state and onboarding illustrations for the product to provide clearer guidance and enhance the platform's visual experience. These contributions, although subtle, helped establish visual clarity at a time when the product was still forming its identity.

The most significant collaboration with the product team came later through the redesign of DeepHow’s embedded video player on the website. The original version was a direct embed of the platform player, not fully optimized for a public, non-logged-in experience. Instead of making a minimal adaptation, we rebuilt the player from the ground up, designing a version specifically for website users without DeepHow accounts.
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Working closely with product and engineering, I redesigned the full UI/UX of this experience and created the custom video cover cards that now introduce the content before playback. The leadership team responded so strongly to these cards that they later requested the product team to bring the same visual approach into the platform itself. Here’s an example of how I approached it in practice.

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.

I've gathered some of my earlier work as a Senior Designer on DeepHow from 2020 to 2023.

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.

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.

One of the most important changes was the shift toward a more product-focused strategy. The new design relied on product UI illustrations and custom mockups that showcased how DeepHow actually worked rather than using generic visuals.

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.

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.

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.