Role: Principal Designer, Copywriter, Strategy

Client: iFIT (NordicTrack, ProForm)

Goal: Create a strategic storytelling tool to align leadership, inspire teams, and clarify company direction during a high-growth phase.

This internal vision deck was created during a period of company shifts, executive reorgs, and market repositioning. The goal was to unify strategy, values, and product direction into one cohesive, visual story.

Needed to distill complex internal messaging into a simple, repeatable framework

Had to speak equally well to execs, teams, and external partners

Brand voice, visuals, and content all needed to be created from scratch — fast

Led story development, visual language, and slide system from scratch

Created a pyramid-based visual hierarchy to align messaging across teams

Wrote core messaging: mission, vision, values, brand position, tone

Delivered a final asset that could be used internally or in C-suite presentations

Created slide variants for internal distribution and leadership presentations

Delivered Figma files, image assets, and content guidelines for re-use across org

Used across executive updates, town halls, onboarding decks, and partner presentations

Improved message clarity across teams

Served as the foundation for company-wide brand and strategic alignment efforts

Would have added earlier feedback loops across departments

Next time: prototype messaging with teams before finalizing format

Longer lead-up time for design + alignment would have deepened adoption