Alida Brand (B2B SaaS)

Overview

As Senior Creative Manager and Art Director at Alida, I lead the in-house creative team and collaborate closely with Demand Gen, Campaign Marketing, Product Marketing, and Sales to drive brand engagement and business impact.

I lead the evolution of the company’s brand and creative output, overseeing both the strategic vision and daily execution across all creative channels. From event campaigns and paid ads to sales assets and internal communications, I ensure our creative output is both strategic and effective. I’ve refreshed Alida’s brand guidelines, led creative for major virtual events like Innovation Day and Activate, and supported initiatives across Customer Success, People & Culture, and the C-suite. While managing a team of designers, developers, and video talent, I also oversee creative planning and budgeting to ensure efficient, high-impact execution that aligns with company goals.

Key Contributions:

Refreshed Alida’s core brand guidelines and visual language, bringing a more contemporary, flexible, and cohesive design system to life across digital, print, motion, and experiential touchpoints.
Led the creative direction for all flagship events and conferences (e.g., Innovation Day, Alida Activate), defining thematic concepts, visual storytelling, and end-to-end production, from landing pages to animations to live-action video.
Partnered with multiple departments to elevate business objectives through design:
- Marketing & Demand Gen: Campaigns, digital ads, customer-targeted events, and lead-gen assets
- Campaign & AE Teams: Strategic creative assets to support prospect engagement and pipeline influence
- Executive & Internal Teams: Brand support for C-suite initiatives, company culture programs, and employer branding
Manage and mentor a diverse team of creatives, including designers, web developers, videographers, and animators. Fostering growth and alignment while maintaining a high bar for quality and innovation.
Own and manage the annual creative budget, procurement process, and Creative team strategic planning. Ensuring the creative org is both cost-effective and positioned to scale with business needs.

Role: Sr. Creative Manager / Art Director

Organization: Alida

Collaborations & Supporting : Demand Generation, Campaign Marketing, Account Executives (AEs), Product Marketing (PMM), Customer Success (CS), C-Suite & Executive Team, People and Culture

Creative Team Managed: Graphic Designer, Web Developer, Videographer, Animator

Alida Brand Update

Sept 2020 — The Rebrand Launch

Alida rebranded from Vision Critical to better reflect its evolution into a modern SaaS company. Working with an agency, the company launched a bold new identity, including a fresh brand name, guidelines, and visual system designed to make a strong market entrance.

Feb 2021 — Creative Leadership Begins

I joined Alida as Sr. Creative Manager and quickly identified areas where the new brand, while visually strong at launch, lacked the sustainability and flexibility needed to scale. High contrast visuals, all-caps typography, and overly aggressive red tones were limiting readability, accessibility, and design longevity.

2021 — Brand Modernization & Guideline Overhaul

I led a comprehensive brand audit and collaborated across internal teams to evolve the guidelines into a more balanced, scalable, and accessible system. Key changes included:

Recolouring the logo and refining the colour palette to meet ADA standards
Updating typography to increase legibility
Reducing visual noise and contrast for a more minimal, content-forward design
Introducing modular systems for illustration, iconography, and animation
The refreshed brand received overwhelming positive feedback from internal stakeholders and external audiences alike.

2022–2023 — Website Redesign & Strategic Alignment

As Alida’s product and brand positioning evolved, I saw an opportunity to align the corporate website with the new visual language. Working closely with Campaign, Demand Gen, and PMM teams, I led the redesign front. The result was a website that not only reflected the new brand but also significantly boosted site traffic and user engagement.

Here’s before-and-after image showcases only the homepage. Visit the Alida website to explore additional page designs and layouts.