The finished work is only half the story.

I've spent my career working across brand identity, art direction, and digital experiences. But there's a lot more to my work than the finished design. I put together a few recent examples to show how I approach creative decisions, build visual systems, and work with other teams to bring ideas to life.
01.
BRAND EVOLUTION
/ Tough Leaf
At Tough Leaf, my responsibilities extended beyond creating marketing materials. I developed visual standards that brought greater consistency to the parent brand and its SaaS products.
My work included brand guidelines, product color systems, photography direction, and visual guidance for digital and marketing applications.
The focus was on building a recognizable identity with clear standards that other teams could follow and apply consistently.
02.
ACCESSIBILITY STANDARDS  
/ Tough Leaf
Maintaining brand consistency while improving accessibility requires understanding where each color works and where it doesn't.
I conducted a color-contrast review of Tough Leaf's brand and SaaS product palettes, testing primary colors, secondary colors, and tints against WCAG 2.1 contrast criteria for text and graphic elements.
The testing identified combinations that failed accessibility requirements and opportunities to improve readability without compromising the brand's identity.
I documented the findings, recommended alternative colors, and developed guidance for applying color to text, backgrounds, links, and interface graphics.
• WCAG 2.1 color-contrast testing
• Original vs. recommended color combinations
• Brand and SaaS product color guidance
03.
WEBSITE RELAUNCH
/ Tough Leaf
A website relaunch involves much more than redesigning pages.
I led visual production and day-to-day project coordination for Tough Leaf's Webflow relaunch, adapting an existing template to support the company's evolving brand.
My work included page layouts, graphics, CMS management, migration of more than 100 blog posts, and design quality assurance.
I worked closely with Engineering to resolve design and functionality issues, review responsive layouts, and coordinate the work through launch.
HubSpot Landing Page &
2026 Compliance Report
The 2026 Compliance Report campaign brought together a dedicated HubSpot landing page, downloadable industry report, and supporting marketing materials. The experience connected report promotion with lead generation while maintaining consistency with Tough Leaf's brand identity.
Earlier Website vs.
The Website Relaunch
The original Tough Leaf website was built and maintained by Engineering, making even routine marketing updates dependent on developer support.
I led the website relaunch in Webflow, overseeing the visual redesign, page layouts, content migration, and coordination with Engineering. The goal was to give Marketing greater control over website updates, new pages, case studies, and blog posts without relying on developers for every change.
The team decided to incorporate HubSpot into the website experience, connecting demo-booking forms and supporting dedicated landing pages for lead-generation campaigns.
The result was a more flexible, marketing-friendly website with a stronger visual identity, clearer product presentation, and a foundation for ongoing content and campaigns.
View the Website
04.
PRODUCT EXPLORATION
/ Tough Leaf
What would a more independent account setup experience look like for Tough Leaf users?
With account access relying on assistance from a case manager, I explored a self-service sign-up experience that would guide new users through registration and account setup.
The concepts included user verification, company information, account-type selection, and supporting guidance to help users understand their options.
This was an exploratory design project, not a launched feature. The work gave me an opportunity to think through the user experience while maintaining a visual connection to the existing Tough Leaf brand.
05.
AI WORKFLOW &
HUMAN JUDGEMENT
/ My Creative Perspective
I use AI regularly in my creative workflow, whether I'm researching, exploring ideas, organizing information, or experimenting with different approaches.
But I don't confuse generating something with designing something.
I still make the decisions about what works, what doesn't, and whether the final direction supports the audience and the purpose behind the work.
For me, AI is another tool in the creative process. Experience, independent thinking, and human judgment still matter.
**Music can be distracting, I get it. So here's the video without the music. Thank me later**
Thanks for taking a closer look.
I'd welcome the opportunity to talk more about my work, my experience, and what I would bring to your creative team.
-- Jeaneen Benson
View Resume
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