Project

Waystar, a Bain Capital-backed healthcare B2B SaaS startup, brought me on to do two things: build a world-class creative team and transform a bare-bones brand into something truly differentiated. What existed at the time was a single landing page. What we built became one of the most trusted and visually compelling brands in healthcare tech.

As the creative and brand strategy lead for Waystar (Nasdaq: WAY), I drove the evolution of a cloud-based healthcare tech platform into a robust, recognizable, and beloved brand. We developed everything digital — interactive experiences, web, video, product design, experiential, social, and campaigns. We also created brands within the brand, including the True North user conference identity and Hubble AI branding — both hugely successful and still thriving today.

Over time, my role evolved into an 80/20 split — 80% strategy and vision, 20% hands-on execution — a natural progression as the team matured into a well-oiled creative machine. Three years later, Waystar went public.
‍

Process

As a cross-functional leader, I built and managed a multidisciplinary creative team from the ground up — comprised of art directors, digital designers, UX/UI designers, and content strategists, all focused on delivering at the highest level across every digital touchpoint. I developed foundational brand elements, design systems, UI toolkits, and workflows that enabled rapid growth without sacrificing quality or consistency. From creative briefs to campaign execution, I ensured every initiative was rooted in strategy, aligned to business goals, and built to scale alongside a fast-moving, high-growth company.

‍

‍

Results

• 📈 60% increase in inbound leads driven by creative campaigns and digital initiatives
• 💻 50% lift in website engagement through strategic content and brand scaling
• 💰 Creative work contributed to securing multi-million-dollar enterprise contracts
• 🚀 Brand built from a single landing page to a successful Nasdaq IPO in three years

‍

‍

‍