Truework
Truework's identity read like a verification tool, not the enterprise platform it was becoming. I led the rebrand through its acquisition by Checkr — securing co-founder buy-in and building a modular brand system that cut creative turnaround from 5 days to 1 and drove a 102% YoY lift in event engagement.
PROJECTS 
SEPTEMBER 2024 – DECEMBER 2024Establishing Our Presence
Upon joining Truework, I inherited a legacy identity that felt cluttered and disconnected from our trajectory. I used our in-person events as a laboratory for change—simplifying and reimagining existing brand elements across physical touchpoints. By stripping away the noise, I established a cleaner, more authoritative presence that resonated with our professional audience and proved the power of a refined visual outlook.
MY ROLEEvolving inherited brand elements into a simplified, more relevant visual language through strategic experimentation at physical touchpoints.
THE RESULTThe refreshed event presence drove a 102% YoY lift in event engagement.
APRIL 2024 – JUNE 2025Visualizing Innovation
For the first time in its eight-year history, Truework needed to formally articulate its technical edge. We packaged a year’s worth of breakthroughs into a unified product launch campaign: Truework Intelligence. I developed the visual storytelling and digital framework, transforming complex product updates into a streamlined narrative that cemented our position as the market’s most innovative player.
MY ROLELeading the visual strategy and launch materials for Truework’s first formal product debut to clearly communicate technical innovation.
THE RESULTGave sales a single, clear story for Truework's first formal product launch, turning a year of scattered product updates into one narrative enterprise buyers could follow.
MAY 2025 – PRESENTDefining the New Era
Following the Checkr acquisition, our "New Memphis" aesthetic no longer matched our credibility or our ambitions. In mortgage, innovation only counts if it's reliable, so we chose to signal institutional credibility over looking like a disruptor.
I built the visual language around three directions: Modern Digital for functional, information-first clarity; Retro Documents — archival textures, typewriter type, stamps — for the institutional permanence of mortgage underwriting; and Trust & Finance, borrowing the holographic and currency-inspired security motifs that signal safety through craft. I pitched the final system to the co-founders not as "new pixels" but as risk versus reward — a way to remove the trust friction slowing our pipeline — won their buy-in, then dialed back the heaviest heritage elements so we'd read as a fast-moving tech company, not a 100-year-old bank.
MY ROLELeading the post-acquisition rebrand end to end — research and stakeholder workshops, visual system design, the executive pitch, and rollout — alongside the Head of Design and Marketing Lead, with final approval from the co-founders.
THE RESULTA cohesive, omnichannel system — from OOH and conference booths to decks, reports, and swag — that cut production time by 80% (creative turnaround from 5 days to 1) and shifted how the market sees Truework as it scales under Checkr.
