Role
I was brought into Xodus Medical in 2019 as a Digital Designer. I worked alongside the marketing director, sales team, and clinical leaders to create and manage media that helped demonstrate product usage, and to enhance the brand's visual perception.
My role shifted to lead a creative team and lead the visual communications for product rollouts, marketing campaigns and branded programs. I've played a pivotal role in driving a 20% increase in social media growth and a substantial 50% surge in web traffic for the company during the past 12 months.
On a daily basis, I work closely with other Marketing Directors, Quality Assurance, and C-level managers to keep our digital media up-to-date, create 3D animations to amplify product experience, oversee literary documents, and foster a collaborative environment for my team.
2019 - Present
Location
Pittsburgh, PA
Everything Needs a Foundation
When I was brought in to Xodus Medical, my goal was to rebuild our digital marketing production from the ground up. I created a system that reused 3D assets, design components, and image library to speed up production and manage visual consistency. This foundation helped unify our digital and print collateral, giving the brand a clear, recognizable look and stronger presence across the market.
Building the 3D Foundation
My background as a 3D designer helped me build a digital library of products and assets that streamlined production and improved consistency. I developed a system of reusable 3D models, 3D rigs, and scenes that made it easier to produce accurate visuals and implement a more efficient 3D workflow. To support patient demonstrations, I also designed custom characters and operating room environments to simulate real clinical settings.
Implementing the Brand Experience
With a visual system in place, the next step was to unfiy each component to its respective digital and physical touchpoint. I helped implement consistent design standards for our website, social media, digital literature, and physical print media, creating a unified experience across every brand interaction. As the brand became more consistent, customers developed a clearer understanding of our products and the benefits they deliver. This effect not only strengthened brand recognition and streamlined collaboration between teams, but also opened opportunities to launch new clinical programs at a much more efficient pace.
Conclusion
Through my work with Xodus Medical, I've come to work under the methodology that design systems aren’t just about consistency, they’re about care. Every small token, color choice, and layout decision carries precise intention. When these details are thoughtfully crafted with a well-developed strategy, they align into a well developed visual branding system that resonates with users. Work that cares for the smallest details creates a meaningful impact that builds trust, recognition, and a strong connection with users.
Notable Numbers
+4,000
Social Media
Followers
Year-to-year growth on Linkedin since 2022
75%
Reduced Production Time
Streamlined workflows and reusable design components helped cut production time by more than half.