From Thought to Form
Go To Market (GTM)
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GTM – Go to Market is Avalara’s annual revenue kickoff event, bringing teams together to align, learn, and drive growth. Through impactful sessions, strategy the event fosters drive and innovation, while celebrating achievements and the drive for the year ahead.
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The event required a distinct brand identity that could set an inspiring tone and motivate employee participation. It needed to resonate on an individual level while encouraging teams to push boundaries, perform better, and aim for bigger achievements year after year.
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The ideation focused on bringing Avalara’s spirit of go getter spirt to life. This led to a Formula 1-inspired theme—capturing speed, precision, and a high-performance mindset. The visual identity used dynamic typography and energetic layouts to create a bold, cohesive, and motivating experience across all touchpoints.
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A complete and cohesive event branding was brought to life—spanning stage design, merchandise, visual systems, and themed photography. The unified identity, rooted in the “Smarter. Better. Faster.” narrative, created a high-energy and immersive experience across all arenas, making GTM 2025 a grand success.
From strategy
to shelf
Avalara Tax Changes
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Avalara Tax Changes (ATC) is Avalara’s signature publication that explores emerging shifts in sales tax compliance, combining expert insights with industry-focused trends across retail, hospitality, software & beyond.
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Operating across multiple industries, Avalara navigates the complexity of sales tax—an essential yet often opaque system shaped by 13,000+ U.S. jurisdictions and constant regulatory change. To simplify this landscape, key updates are consolidated into a single, accessible resource—enabling fintech professionals to stay informed and make confident decisions. To achieve its vision of becoming “part of every transaction in the world,” Avalara wanted to pair its technology with authority, clarity, and trust.
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In my role as lead designer, I shaped the creative process through research, content alignment, and audience understanding. Designing for a fintech audience, I evolved ATC’s blue-driven visual language into a system that felt structured yet approachable. From identifying illustration moments and finalizing the cover to refining every visual with an editorial eye, I ensured consistency across the experience.
The focus was to simplify complex data into clear, accessible design through illustration and graphics. -
Leading the project in collaboration with Avalara leadership, I transformed the Sales Tax Changes report into a flagship annual publication—designed to simplify complex tax and compliance trends into clear, actionable insights across multiple industries. While the content scale was extensive, the focus went beyond coverage to building trust.
I ensured the report stayed relevant to diverse business needs while positioning Avalara as a definitive authority in sales tax compliance.
Flagship
Compendium
DemarkQ
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DemarkQ is a Europe-focused skincare technology brand offering LED light therapy devices designed specifically for teenagers. Targeting common skin concerns such as acne, dark spots, and early skin damage, DemarkQ combines clinical efficacy with user-friendly design.
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To translate demarkQ’s science-meets-accessibility positioning into a cohesive brand experience across merchandise, social media, and messaging. The key challenge was balancing clinical credibility with an approachable, teenager-friendly tone making sure the brand feels reliable and uplifting, while still staying easy to understand and approachable.
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To translate demarkQ’s science-meets-accessibility positioning into a cohesive brand experience across merchandise, social media, and messaging. The key challenge was balancing clinical credibility with an approachable, teenager-friendly tone making sure the brand feels reliable and uplifting, while still staying easy to understand and approachable.
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To translate demarkQ’s science-meets-accessibility positioning into a cohesive brand experience across merchandise, social media, and messaging. The key challenge was balancing clinical credibility with an approachable, teenager-friendly tone making sure the brand feels reliable and uplifting, while still staying easy to understand and approachable.
