DESIGNER, BRAND STUDIO Caffeine
A social live-streaming platform dedicated to redefining how audiences engage with emerging sports and competitive subcultures. As a pioneer in the digital broadcast space, the brand focused on building real-time connections between fans and creators, fostering a diverse ecosystem that ranged from Battle Rap and Combat sports to Football and Dance.
PROJECTS 
2021-2022Bridging the Creator Gap
In the early stages of Caffeine, building deep-rooted trust with our flagship partners was essential to defining the platform's culture. I focused on developing high-impact marketing assets that reflected the energy of these creators, helping to attract a new generation of users and demonstrate the unique, interactive features that set the Caffeine experience apart.
MY ROLELeading brand and marketing initiatives to cultivate authentic partnerships with flagship creators and their communities.
OUR TOP CREATORS
2022-2023Evolving the Brand
As Caffeine scaled its partnerships, the brand required a more modular and adaptable visual language. I helped develop a new brand standard that empowered the team to market a broader diversity of content. By systematizing our creative formats, we enhanced the platform’s appeal to a global audience while ensuring every creator, from Battle Rap to Dance, felt represented.
MY ROLEDeveloping scalable design systems and storytelling frameworks to elevate the breadth of Caffeine’s community and content offerings.
OLD APP ICON NEW APP ICON 
2023-2024Empowering Our Creators
In 2023, we expanded the platform’s mission by introducing direct paths to sustainability for our creators. I helped lead the launch of Unlocks, a pay-per-view model designed to bridge the gap between passion and profession. This initiative went beyond a new revenue stream; it was about building a shared value system where the most impactful moments on Caffeine were directly sustained by the fans who valued them most.
MY ROLEDesigning the visual frameworks and product narratives that transformed fan engagement into tangible creator support.
