Client: DuckDuckGo (In-house Creative Director)
Project Type: Brand Design, Advertising, and Product Design
Program Length: 3 years
Role: Creative Director

Project Overview:
DuckDuckGo brought me on as Creative Director to lead the evolution of their brand and elevate how they communicate their core value: privacy. Using research-driven insights, I identified opportunities to modernize the brand to better align with contemporary consumer expectations. Over three years, I spearheaded targeted initiatives to refine key brand elements—including imagery, typography, color, and product storytelling—and integrated these into the full marketing funnel, from ad creative to in-product experiences like onboarding. These efforts helped build a more expressive, human brand presence while staying true to DuckDuckGo’s privacy-first ethos. The updated brand system was also extended into advertising, including a high-performing spot that remains in rotation today.

Responsibilities:

• Led global brand design and creative strategy across product, marketing, and advertising

• Conducted and applied brand research to inform design direction and strategic decisions

• Managed and mentored junior designers, fostering team growth and creative excellence

• Regularly pitched and scoped new brand initiatives to executive leadership

• Partnered cross-functionally to integrate brand into high-impact product experiences