1. Design & creative leadership

As interim design/creative director, I oversaw day to day deliverables and managed 7 art directors and designers working on:

• Rippling’s first multi-channel integrated brand campaign

• Growth initiatives (paid digital content, webinars, video ads)

• Social & blog content

• In-product cross-sell illustrations

• Print & DM collateral

• Internal events (including Champion’s Circle, a sales reward event held in Mexico)

• Evolving Rippling’s 2D & 3D illustration style

• Ad hoc requests from product, growth and marketing teams

2. Employer brand recruiting campaign

Engineers are a startup’s lifeblood, and Rippling is in a dogfight to hire the best. While they made big strides in the HR & IT space and garnered a $11b valuation in the US, Rippling still lacked awareness in key engineering markets like Bangalore.

The goal was to entice talented senior engineers unsatisfied with their cushy (but possibly too cushy?) FAANG gigs. We wanted to showcase the reasons why Rippling was the best place for ambitious developers to work — Within a compound startup with multiple product lines, they had autonomy, ownership and near unlimited room to run.

Our campaign cut through Bangalore’s cluttered environment with a clear message: Engineers Run Rippling. Immediately, search and web traffic to our site spiked. In fact, it was so successful we had to take it down early because it generated more interest than the hiring team could handle.

↓ Prominent billboards targeted workers commuting to and from big tech companies

↓ Buses & bus shelters

↓ Rippling.jobs led to an engineering-specific landing page

↓ Paid digital/social ads targeted certain job titles

3. Experiential / Event launch (SHRM 2023)

Tradeshows are hard — busy, crowded, with so many companies fighting to be heard. When Rippling decided to take part in their first (and HR’s biggest) trade show, SHRM 2023 in Las Vegas, we knew we had to stand out to make it worth it. Our booth needed to have functional space for accommodating prospective customers, but also had to feel exciting, draw attendees in and get people to linger.

Working with HUSH, we created a holistic booth experience to celebrate Rippling’s global launch. At its center was a large interactive LED globe that doubled as a 360* photobooth. Flexible demo stations and a stylish coffee-dispensing Vespa gave the Rippling sales team plenty of opportunity to interact with attendees.

The result: The booth’s buzz boosted awareness, bolstered a new lead pipeline, and turnout was even better than expected. This successful pilot affirmed events as a key channel for Rippling’s outreach moving forward.

↓ We also created screen content that informed and entertained

↓ Each day of the conference, we raffled away a trip around the world. The announcement kicked off a happy hour that gave folks a reason to come back.