Caffeine
As Caffeine exploded from 300K to 60M monthly active users, the brand needed to scale without losing its edge. I built and maintained a modular design system across 200+ creator and content partnerships, and led the visual launch of "Unlocks," a creator monetization feature that generated $825K+ in creator revenue.
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.
THE RESULTThe high-fidelity partner identities helped win Caffeine its flagship creators — and the new audiences they brought with them.
OUR TOP CREATORS
2022-2023Evolving the Brand
As partnerships passed 200 — from battle rap leagues to extreme sports — we were effectively running a boutique agency for 200 clients, hand-building a bespoke identity for every event. The work was soulful, but it didn't scale, and it was starting to dilute Caffeine's own brand. I helped make the hard call: stop building 200 separate brands and build one Caffeine brand flexible enough to host them all. I developed a tiered, modular system where Caffeine supplied the structural logic — grids, typography, UI — while each partner's personality came through within that frame, so the team could support hundreds of creators at speed without adding headcount.
MY ROLEDeveloping the modular brand system and storytelling frameworks that let Caffeine scale partner marketing without scaling the team.
THE RESULTMoved the studio from manual, per-partner execution to a template-first workflow — cutting production debt and keeping the brand consistent across a global, fast-growing roster.
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.
THE RESULTUnlocks generated $825K+ in creator revenue — turning fan engagement into a real income stream for creators.
