BriteCap Financial
Integrated Design & Brand Messaging
Overview
As the in-house creative at BriteCap, I was responsible for elevating brand consistency and amplifying customer communications across all channels. From bold paid ads to personalized emails and fresh UI, my work focused on increasing engagement, supporting customer retention, and improving product visibility, all while helping a lean team move faster with more clarity.
My Role
I led the development and execution of creative assets across marketing, sales, product experience, and executive presentations. My responsibilities included designing and producing multi-channel campaigns, content and visuals for emails, landing pages, social media, and paid advertisements. I created print materials for brokers and event collateral, helped shape internal brand standards through scalable visual systems and templates, and led the UI design concept for BriteCap’s new digital application, ensuring a modern, user-friendly experience with a fintech edge.
Key Deliverables
-
Multi-touch email campaigns for customer engagement and product education
-
Branded broker guides, onboarding materials, and sales support collateral
-
Social media graphics, video content, custom copy, and paid ad sets
-
UI design and messaging for a multipage digital application and lead generation pages
-
Internal & external presentations, print collateral, and tradeshow booth graphics
Creative Strategy
I focused on unifying the BriteCap brand across digital and print channels, utilizing strong visuals and messaging to reinforce clarity, confidence, and momentum. Templates and brand systems were created to help scale creative output faster, while maintaining a friendly, trustworthy tone that resonates with both small business owners and brokers.
Creative principles included:
-
Bold, high-contrast design with clear CTAs
-
Friendly, trustworthy visuals that connect emotionally
-
Strong visual hierarchy and repeatable design systems
Impact Highlights
-
Delivered 40+ creative assets in the first 90 days across digital, print, and product UI
-
Supported the launch of BriteLine™ with multi-touch creative across email, social, and paid
-
Strengthened brand consistency and messaging clarity across broker-facing materials
-
Enhanced funding UI and landing page experience to improve confidence and application flow
-
Created scalable templates and branded systems for faster production and future growth
Recent Projects
Executive Presentation Redesign
Presentation Design · Data Storytelling · Visual Systems · PowerPoint
Project Overview
BriteCap's quarterly business reviews contained all the right information — but dense layouts, inconsistent formatting, and cluttered slides made it hard for leadership to quickly read the story. I redesigned the deck into a polished executive presentation system with clear hierarchy, focused data storytelling, and reusable layouts built for ongoing reporting.
The Challenge
The original deck reflected a common internal reporting problem. Slides combined multiple topics, titles included working notes ("AND ALSO:" and "SLIDE 3:"), footers showed version numbers and draft labels, and metrics were listed in long strings rather than visualized. Important insights were buried and the deck had no consistent visual language.
My Approach
Simplify the Strategy
Separated multi-topic slides into focused sections so each slide communicated one clear message.
Strengthen hierarchy
Elevated key metrics visually so leadership could scan performance at a glance rather than read through dense text.
Build a Reusable System
Created consistent layouts for executive summaries, KPI slides, product performance, channel reporting, and strategic priorities.
From metric dump to executive summary
The original executive summary stacked metrics, notes, observations, and takeaways into a single overloaded slide. The redesign groups performance drivers into scannable sections with a clear Q2 narrative.
From combined reporting to focused slides
Portfolio growth and product performance were combined on one slide, making both stories harder to follow. The redesign separates them into focused layouts with clear data visualization.
From wall of text to strategic priorities
The final slide combined challenges, opportunities, four priorities, and a closing statement in one dense layout. The redesign presents H2 focus areas as four clear, scannable cards.
Outcome
The redesigned deck transformed a dense internal update into a polished executive communication tool — improving scanability, strengthening the business narrative, and creating reusable slide patterns for future quarterly reviews.
Portfolio note: All business content and data shown has been recreated with fictional examples to protect confidential information.
BriteCap Rx Healthcare Finance Campaign
Campaign Launch · Brand Identity · Multi-Channel Creative · Healthcare Finance
Project Overview
BriteCap Rx is a specialized financing program built specifically for how healthcare practices operate — not a variation of BriteCap's standard small business product, but a dedicated program with its own underwriting approach, eligibility criteria, and terms designed around the realities of medical, dental, veterinary, and licensed outpatient practices.
The campaign introduces BriteCap Rx across sales, broker, social, digital, and PR channels — giving healthcare providers a financing option that speaks their language, and giving sales and broker teams the materials to explain it clearly and confidently.
The Challenge
Healthcare businesses don't operate like typical small businesses. They have different cash flow cycles, specific equipment needs, staffing pressures, and regulatory environments that general working capital products aren't built around.
BriteCap's core financing message is broad by design — but healthcare providers need something more specific, more credible, and more aligned with how their practices actually run. BriteCap Rx exists to fill that gap, and the campaign's job is to make that distinction clear.
The Role
I lead the campaign from brand identity through full creative execution. My responsibilities include designing the BriteCap Rx logo and visual identity, developing the campaign messaging framework, creating broker-facing materials, and producing assets across digital, social, print, and PR channels.
I collaborate with leadership, sales, and internal stakeholders to keep the campaign accurate, compliant, and consistent with BriteCap's broader brand while giving Rx a distinct identity of its own.
Key Deliverables
-
BriteCap Rx logo suite
-
Visual identity system
-
Broker program guide + one-pager
-
Campaign messaging framework
-
Email campaign
-
Digital banner ads
-
Social graphics, video + captions
-
PR support materials
-
Branded stationery + sales collateral
The Healthcare Angle
Because BriteCap Rx is built for healthcare — not just marketed to it — the campaign makes specific, credible promises. Fewer hurdles. Faster decisions. Larger offers. Longer terms. Underwriting designed around how healthcare revenue actually works.
That specificity is what separates this campaign from a generic financing push and makes it relevant to providers who have heard broad small business messaging that doesn't reflect their reality.
Healthcare Relevance
Messaging connects financing directly to how healthcare practices operate, rather than generic small-business language. The campaign earns credibility by speaking specifically.
Financial Credibility
Because this is a lending product, the design stays trustworthy, structured, and professional. The dark fintech-style foundation of the BriteCap brand carries that authority into the healthcare space.
Brand Continuity
BriteCap Rx feels like a distinct product, not a separate company. Familiar BriteCap elements are layered with healthcare-specific imagery and messaging to create a focused product identity.
Tone: Clear, professional, industry-aware, practical, and supportive.
Audience: Healthcare business owners, practice managers, brokers, and referral partners serving healthcare businesses.
Outcome
BriteCap Rx launches as a cohesive, channel-ready campaign that gives BriteCap a credible voice in the healthcare finance space. Internal teams and broker partners have clearer language, stronger visuals, and more consistent materials to explain a program that is genuinely built differently.
AI-Assisted Creative Workflow
Creative Systems · AI Integration · Workflow Design · Prompt Engineering
Project Overview
Creative bottlenecks rarely happen at the design stage — they happen earlier, in the brief, the concept, the first draft, the compliance check.
I build and use an 11-step AI-powered workflow that takes a project from intake to delivery using Claude as a thinking partner at every stage, with BriteCap's brand voice, compliance standards, and product portfolio built into every tool. The workflow uses AI to sharpen the thinking behind the work, with faster briefs, stronger concepts, tighter copy direction, so the creative execution starts from a clearer, more strategic foundation.
The Challenge + Tools
The problem
Generic AI tools produce generic output. Without the brand voice, compliance rules, and product knowledge built in, every generation requires significant editing before it's usable. The goal was a system that starts right — not one that needs to be fixed after.
The tools
Two custom tools power the workflow. The BriteCap Creative Assistant is an 11-step AI system covering every production stage from brief through delivery. The BriteCap Creative Request System is an internal intake form that captures project requests and generates a formatted brief ready to work from immediately.
The Workflow
Brief
Turns a few inputs into a complete creative brief — background, objective, audience, CTA direction, and compliance flags.
Concepting
Generates 3 genuinely different creative directions so the work doesn't default to the first idea.
Production
Writes first draft copy, social post variations, visual briefs, and ChatGPT mockup prompts — all tied to the same brief and concept.
Delivery
Repurposes one approved asset into 5 platform formats in one pass, and builds a dated content calendar mixing education, trust-building, and promotion.
Outcome
The workflow doesn't generate finished creative — it accelerates the thinking behind it. Briefs are clearer. Concepts are more considered. Copy direction is tighter before a single asset gets designed. AI handles the scaffolding so the creative judgment, strategic decisions, and final execution stay where they belong — with the designer.
Currently used in my own production workflow. Built to scale to a team.