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The Art of Persuasion: Scripting for Sales Success
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A year ago, I moved from our i18n team at Canva, where I led and supported template campaigns built around cultural insights, local context, and the nuances of how people celebrate, communicate, and create across different locales.
Now, on Growth, my design team's starting point looks different. We work mainly from SEO data, search behavior, and signals around what people are actively looking for 👀
Different insight. Different source. Same creative process: find the signal, ground it in real-world research, understand the person behind it, and turn that understanding into something useful, relevant, and worth creating.
It’s honestly been interesting to see how changing the input can change the output, while the fundamentals of good design stay surprisingly the same.
Here’s a look at what my team has been making so far this year! ✨
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Disclaimer: Performance metrics shown are illustrative and for presentation purposes only
Day 3 - Permissionless design.
Logo redesign concept for postsyncer.
lmk what you think ;)
Unsolicited redesigns are the one brief where you have to reverse-engineer the constraints yourself. What did you decide was untouchable in the original mark, and what did you feel free to throw out?
Cavielle // Caviar Branding Identity 🐋
Designing this caviar brand meant stepping away from predictable luxury aesthetics.
Every element from the monogrammed spoon to the layered packaging was considered with intent.
Instead of the usual gold or deep blues and greens, a bold orange was paired with chrome to create a more contemporary expression of luxury.
All of it anchored by a clear creative direction that allowed each detail to stand out.
Giving up gold and deep blue in caviar means giving up a lot of free category signalling, so the orange and chrome have to earn that read back on their own. Was that a hard sell, or did the client already want the distance from the category?