Problem and challenge
When I joined, Credentia had no real brand to build on. What existed was outdated and pieced together by whoever came before, with no system behind it. For a company defining a new category, the brand had to be built from zero, and built so every team could actually use it.
When I joined, Credentia had no real brand to build on. What existed was outdated and pieced together by whoever came before, with no system behind it. For a company defining a new category, the brand had to be built from zero, and built so every team could actually use it.
The solution
I created the brand foundation end to end: visual identity, shapes, patterns, typography, iconography, and the application system that turns them into working marketing collateral. With the base in place, we evolved it into Brand Content 2.0, introducing a 3D pattern that now carries as a brand value across the product. Today I run that system in practice, art-directing a junior designer, partnering across teams, and leading high-stakes work from investor and pitch decks to campaign and brand communications.
I created the brand foundation end to end: visual identity, shapes, patterns, typography, iconography, and the application system that turns them into working marketing collateral. With the base in place, we evolved it into Brand Content 2.0, introducing a 3D pattern that now carries as a brand value across the product. Today I run that system in practice, art-directing a junior designer, partnering across teams, and leading high-stakes work from investor and pitch decks to campaign and brand communications.
Every Case, Run Right
CredOps campaign
CredOps campaign
CredOps runs operations for background verification agencies, and the problem with selling operations is that it is invisible. Nobody gets excited about a workflow.
So I stopped trying to show the software and showed the one thing the software actually moves: the case.
I made every case a physical object on a production line. Now the value is something you can see. When the line works, cases move in order, tracked and secure. When it doesn't, you watch them pile up, get stuck, get lost, leak. The conveyor belt does what a screenshot never could. It makes operations tangible, and a little satisfying to watch.
The headlines carry the other half. Each one names a pain the audience lives with every day, then says "Really?" straight to its face. Not preachy, not pitchy. Peer to peer, slightly cheeky, the way one ops person ribs another who is still doing it the hard way. Then CredOps answers in a single plain line. Problem, smirk, solution.
"Every Case, Run Right" holds it together. The cases run right because the system finally does.
