Diamondback Branding
As Creative Design Lead at Vector Brands, I helped reposition Diamondback Branding (diamondbackbranding.com), a promotional products company, to feel more modern, professional, and cohesive. My work spanned digital and print, from website redesign and email marketing to printed catalogs and trade show materials. All focused on telling the brand story and driving sales growth.
I led the creative direction and design strategy, overseeing a full website redesign to improve usability and visual impact. I created email campaigns and automated flows to drive customer engagement, while also designing printed catalogs, flyers, and trade show banners. I developed ads for industry platforms like ASI and partnered with marketing to concept and launch successful sales campaigns. Alongside the work, I managed and mentored the design team to ensure all creative aligned with business goals.
The goal was to refresh an existing brand while staying true to its roots. I researched industry competitors to find opportunities for growth, updated the visual hierarchy and messaging for a more professional website, and created seasonal campaigns and trade show print materials. I focused on storytelling in catalogs to highlight product quality and brand personality, while designing consistent visuals across print and digital to strengthen recognition.
By creating a stronger, more modern visual identity, I helped increase brand credibility and build trust with both clients and industry partners. More engaging email campaigns led to higher open and click rates, while refreshed trade show materials attracted attention and supported the sales team’s efforts. A cohesive brand presentation across all touchpoints elevated the company’s overall presence.
Refreshing Diamondback Branding taught me how to balance existing brand equity with fresh design thinking and how strong visuals across web, print, and in-person touchpoints can come together to drive real business impact
