Overview

Tradier is a fintech company serving active traders, developers, advisors, educators, and partners across a growing ecosystem of trading platforms, tools, APIs, education, and connected experiences.

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My role at Tradier has expanded significantly over the years. What began with a focus on product and UX has grown into broader creative leadership across the company. Today, as Creative Lead, Brand & Design, I help shape how Tradier shows up—from the visual identity and website to campaigns, executive presentations, events, video, customer education, and the everyday creative work that builds a recognizable brand.

Most recently, I led Tradier through a full company rebrand and website redesign, creating a more cohesive identity and a flexible creative system built to support where the company is going next.

 

My Role

I lead creative direction and brand design at Tradier while staying deeply hands-on in the work. I work directly with company leadership and collaborate across Product, Marketing, Engineering, Sales, Compliance, and Customer Support to translate business goals, complex financial concepts, and new ideas into clear, compelling creative experiences.

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My work moves between high-level brand thinking and the details that make it real—developing concepts, designing, writing, directing, refining, and building systems that help everything feel like it came from the same company.

 

Key contributions include:

 

Company-Wide Rebrand & Brand System

Led the creative direction and execution of a full Tradier rebrand, evolving the company’s visual identity to better reflect the business it had become and the audience it serves today.

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The new system introduced an evolved logo and brand mark, refreshed color palette, typography, imagery direction, digital standards, and a broader visual language built around three core brand attributes: Reliable, Versatile, and Empowering.

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I developed comprehensive brand guidelines to turn that identity into a usable system for internal teams, developers, partners, vendors, and collaborators—establishing clear standards for everything from logo and typography use to social, email, video, AI-generated imagery, and co-branded content.

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Website Redesign

Led the creative direction and design of the new Tradier.com, bringing the refreshed brand to life in one of its most important customer-facing experiences.

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The redesign moved the story beyond Tradier as simply a brokerage and created a clearer picture of the larger ecosystem—trading, technology, developer infrastructure, connected platforms, education, tools, and community. The new site centers that story around a simple idea: Where traders build, trade, learn, and grow.

 

The result is a digital experience that gives each part of the business room to communicate its value while still feeling unmistakably part of one Tradier brand.

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Brand Stewardship & Creative Leadership

I oversee the visual expression of the Tradier brand across customer-facing and internal creative, helping establish both the direction and the standards that keep the work cohesive as the company grows.

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That includes reviewing and directing creative across campaigns, digital communications, partner materials, social, email, video, presentations, events, and other brand touchpoints—balancing consistency with enough flexibility for the system to stay useful rather than restrictive.

I also work closely with the C-suite on executive and board-level presentations, helping turn complex information into clear visual narratives for leadership, partners, and stakeholders.

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Campaigns, Events & Brand Experiences

My work extends well beyond the screen. I concept and design campaigns, conference experiences, environmental graphics, apparel, promotional pieces, partner gifts, event displays, signage, and other physical expressions of the Tradier brand.

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From large-scale brand moments to the tiny details on something someone takes home from an event, I carry the same visual system across each experience so the brand feels cohesive wherever someone encounters it.

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My background in print and production also allows me to take work all the way from initial concept through vendor coordination and final production.

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Product & Customer Experience

My earlier work at Tradier focused heavily on product design, which continues to influence the way I approach the brand today.

I led a ground-up redesign of the Tradier mobile experience, helped unify UX patterns across platforms, and built customer education and onboarding experiences including Tradier’s searchable Knowledge Base, guided product tours, and explainer content.

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That experience gave me a deep understanding of the product and the people using it—context that now informs the broader creative decisions I make for the company.​