PROJECT
Cloverleaf Rebrand & AI Coaching Campaign
OVERVIEW
Cloverleaf is an AI coaching platform that delivers personalized development insights based on behavioral assessments and workplace context. As the company expanded its AI-powered coaching capabilities, the brand needed to evolve to communicate innovation while still feeling human and approachable.
As Design Lead, I directed the rebrand and led the visual rollout across marketing channels, campaigns, and digital experiences.
THE CHALLENGE
Cloverleaf’s platform sits at the intersection of behavioral psychology, workplace coaching, and AI technology—concepts that can quickly feel abstract or overly technical.
The challenge was to develop a visual system that made these ideas feel clear, modern, and human-centered, while giving the marketing team flexible tools to execute campaigns quickly and consistently.
THE APPROACH
I led the development of a visual identity system designed to support both brand storytelling and high-volume campaign execution.
Key goals included:
Translating complex human development concepts into approachable visuals
Creating a system that could scale across digital marketing channels
Supporting rapid campaign production without sacrificing design quality
Maintaining a consistent and recognizable brand across all touchpoints
BRAND SYSTEM
VISUAL IDENTITY
I developed a flexible brand system including:
refined typography hierarchy
expanded color system
illustration language
layout structures for digital content
The system balanced clarity and warmth, helping Cloverleaf stand apart from more traditional HR technology brands.As Design Lead, I directed the rebrand and led the visual rollout across marketing channels, campaigns, and digital experiences.
CAMPAIGN EXECUTION
The new brand system was rolled out across multiple marketing channels and campaign initiatives, including:
Website redesign
Fully redesigned marketing website to support AI coaching positioning
Paid media
Display ads
social campaign creative
Lifecycle marketing
email templates
campaign modules
Events and sales
conference materials
sales enablement visuals
Designing with modular frameworks allowed the team to adapt campaign creative quickly while maintaining visual consistency.
PRODUCTION DIRECTION
I also art directed photographers and videographers to create marketing visuals that aligned with Cloverleaf’s visual language and brand voice.
This ensured that new photography and video content felt cohesive with the overall system and strengthened the brand’s human-centered storytelling.
RESULTS
The redesign and campaign rollout delivered measurable performance improvements:
12× increase in impressions on key marketing pages
6× improvement in click-through rates across priority campaigns
Visual system adopted across marketing, product storytelling, and sales materials
The scalable design system also enabled the marketing team to produce campaign assets faster while maintaining brand consistency.
FEEDBACK FROM MY TEAMMATES
“Thank you SO much for all of your creativity and hard work to not only launch a new brand AND logo, but an entire new website experience. To think that our logo is essentially the one you pitched during your interview project is insane! I appreciate all of the work you put into this project and am so excited to continue to watch the brand evolve under your leadership!”
“I could sing your praises for the website and brand redesign but yawn… you’ve already heart it from me. I really want to give you a shout out for the fresh perspective you bring the team! I appreciate that you ask questions and offer honest feedback on the work we’re doing, and that you push to see how design can have more impact.”
“You always give each project 100% and that goes a long way on their impact.”
“You elevate everything you touch”
“I still regularly feel joy when I see our new logo. You are so good at receiving feedback and keeping me tied to reality, and of course at elevated design.”
“The user experience on our website is 🔥🔥🔥 so clean, straight forward and beautiful. Cruuuuushing it.”