I’ve worked on brand design for corporate, SaaS, and nonprofit teams, adapting visuals to fit different industries and audiences. My projects range from brand refreshes to internal toolkits and production-ready assets, all built to support existing guidelines. I aim to keep things consistent while still finding room for creative solutions that make the brand feel clear, engaging, and cohesive across platforms.
Jump to specific brands below:
Sony PlayStation Vue
Goal
Contribute to the visual identity and execution of PlayStation Vue, a cord-cutting TV platform, while balancing the core PlayStation brand with the look and feel of major television networks like HBO, Disney, and NBC Universal. The objective was to deliver a cohesive user experience that honored both internal brand standards and the visual identities of external content partners
Process
I helped evolve and implement Vue’s brand guidelines, introducing a more cinematic visual direction while remaining grounded in Sony and PlayStation’s established design language. I also ensured consistency with partner brand standards while managing the visual integration of hundreds of art packages. These included show graphics, customer notifications, and ad placements presented throughout the in-app experience and on the PlayStation console. To streamline production, I developed and used templates, action scripts, and efficient workflows. Additionally, I contributed to the development of a custom metadata delivery tool that improved how our team handled the large volume of artwork.
Outcome
We consistently delivered high-quality, on-brand visuals that aligned with both PlayStation’s identity and the standards of major content providers. The streamlined workflows and metadata tool significantly increased efficiency, enabling our team to process over 200 channel rebrands and approximately 2,000 ad campaigns during my time with the company. These improvements reduced manual workload and allowed more time for creative problem-solving.
Striveworks
Goal
Support Striveworks’ marketing, sales, and proposals teams by building and scaling a cohesive brand identity and design system that delivers consistent collateral, presentations, event materials, social outreach assets, and web experiences.
Process
To address the challenge of visualizing abstract AI and machine learning concepts, I used product imagery and geometric shapes that complemented the logo’s design. I created a brand guide and reusable templates based on existing elements. I also expanded the website with new product and resource pages, using Adobe Illustrator and Figma for wireframes and illustrations, and HubSpot for page building. Throughout, I focused on scalable design assets and workflows to ensure consistent branding across platforms.
Outcome
The brand guide and templates established a clear, scalable framework that streamlined internal design processes. This empowered the team to efficiently produce on-brand materials, supporting Striveworks’ growth and marketing efforts.
JumpCloud
Goal
Support JumpCloud’s transition from startup to scaled enterprise by helping rebrand the company and develop a design system that could meet the demands of rapid growth, evolving priorities, and a broader market presence.
Process
I contributed to the creation of a new brand guide and a full suite of design templates to support marketing, sales, events, and web. The new brand guide included streamlining existing brand elements, such as eliminating extraneous logos, refining the color palette, and adopting a more restrained use of fonts for clarity and cohesion. I designed materials including ebooks, whitepapers, datasheets, conference and event collateral, and web and product illustrations. Tools included Illustrator, Photoshop, and InDesign for brand assets, and Illustrator and Figma for web graphics, wireframes, and templates.
Outcome
The updated brand system elevated JumpCloud’s visual identity and supported the company’s growth into a more mature and competitive presence. The scalable design assets and web templates enabled faster, more consistent production of marketing and product materials across departments.
Below are snapshots of the JumpCloud brand before (too many logos and palette colors) and after (streamlined logos and palette):
Peter Hackmann 