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Brand Identity

Visual Direction

Creative Leadership

Burnalong Case Study

From first designer to brand builder—scaling a B2B wellness platform with design, strategy, and creative leadership.

Overview

Burnalong, a B2B SaaS company, brought me on as their first-ever designer, giving me the opportunity to build the brand, marketing creative, and scalable design systems from scratch.

I wasn’t just executing design—I was defining Burnalong’s entire visual identity, optimizing the website for growth, creating scalable workflows, and building a design team that could support the company’s growth. I led the design department across all major teams—Marketing, Sales, Product, and Customer Success—supporting revenue growth and customer engagement.

Over three years, I played a key role in growing revenue 5x, launching Burnalong+, and preparing the company for acquisition by Tivity Health.

Burnalong, a B2B SaaS company, brought me on as their first-ever designer, giving me the opportunity to build the brand, marketing creative, and scalable design systems from scratch.

Over three years, I played a key role in growing revenue 5x, launching Burnalong+, and preparing the company for acquisition by Tivity Health.

Key Stats

250+ projects completed per quarter

500K+ unique website visitors post-redesign

98.5% increase in onboarding efficiency through automated landing pages

Over 2M+ emails sent per month, with a 24% open rate & 17% CTR

Rebranding Burnalong from the Ground Up

When I joined Burnalong, there was no defined brand identity—visuals were inconsistent, and marketing, sales, and product all felt disconnected. I built the brand from scratch, creating a cohesive visual language, brand voice, and scalable design system that brought clarity and consistency across the company. To support adoption, I also created a brand guide for internal use, a marketing hub for partners, and a sales portal with ready-to-use, on-brand assets.

💡 Impact: This rebrand aligned internal teams, supported investor conversations, and strengthened customer engagement—ultimately positioning Burnalong for growth and acquisition.

📍 Visuals below: See the before-and-after transformation of Burnalong’s brand.

💡 Impact: This rebrand aligned internal teams, supported investor conversations, and strengthened customer engagement—ultimately positioning Burnalong for growth and acquisition.

📍 Visuals below: See the before-and-after transformation of Burnalong’s brand.

Brand Guide

Scaling Systems: Design Processes

When I joined Burnalong, there were no creative systems in place—no process, no infrastructure, and no team. So I built it all from scratch: design request flows, asset management, swag and print workflows, email systems, and more.

Before I left the company, I recorded a full knowledge transfer video series for the design team I built—walking them through every tool, workflow, and system, including:

Submitting design requests in Asana
Managing swag and Canva printing
Organizing assets in Google Drive, Braze, and Canva
Navigating the brand hub and marketing portal
Tips for video workflows and email signatures

💡 Impact: I wanted them to keep moving—without second-guessing or starting from scratch. Great systems should outlast the designer. View the full training series below.

Before I left the company, I recorded a full knowledge transfer video series for the design team I built—walking them through every tool, workflow, and system, including:

Submitting design requests in Asana
Managing swag and Canva printing
Organizing assets in Google Drive, Braze, and Canva
Navigating the brand hub and marketing portal
Tips for video workflows and email signatures

💡 Impact: I wanted them to keep moving—without second-guessing or starting from scratch. Great systems should outlast the designer. View the full training series below.

Check out my process videos

Website Optimization & Landing Automation

Burnalong’s website wasn’t optimized for conversions, leading to lost opportunities. I redesigned and developed the entire website in HubSpot, creating a flexible, scalable framework that allowed the marketing team to build landing pages independently—without needing custom development.

💡 Impact: The redesigned website attracted 500K+ unique visitors post-launch and became a critical driver of customer acquisition.

Before I implemented structured workflows, every landing page was built manually, slowing execution. I built an automated process for the CS team, allowing them to generate landing pages in under a minute—transforming how Burnalong engaged and onboarded users.

💡 Impact: This automation led to a 98.5% increase in onboarding efficiency, reducing manual work and dramatically improving the customer experience.

💡 Impact: The redesigned website attracted 500K+ unique visitors post-launch and became a critical driver of customer acquisition.

💡 Impact: This automation led to a 98.5% increase in onboarding efficiency, reducing manual work and dramatically improving the customer experience.

Introducing “b”: A Mascot That Boosted Engagement

Burnalong’s platform was full of life—but it was missing a personality. So, I created b—a playful, animated mascot that became the face of Burnalong’s brand, boosting engagement across marketing, product, and customer interactions.

But b wasn’t just a cute character—b was a strategy.

I designed and animated b, then brought them into campaigns like "Hallo-b-een", where users voted on b’s best costumes, and “Summer with b”, making Burnalong’s slowest season one of its most engaging. b popped up in emails (boosting open and click rates), on the marketing site (driving webinar attendance), and even made its way onto stickers and swag—because our users loved them. b even had a backstory, making them feel like part of the Burnalong community.

💡 Impact: One of the highest engagement summers in company history, with usage reaching 90-95% of peak January levels—traditionally the busiest season.

But b wasn’t just a cute character—b was a strategy.

💡 Impact: One of the highest engagement summers in company history, with usage reaching 90-95% of peak January levels—traditionally the busiest season.

Beyond the Brand: Expanding Burnalong’s Impact

More than just design—these projects enhanced engagement, streamlined client resources, and built scalable marketing solutions.

Client Marketing Hub

Built a centralized portal where clients could access branded marketing materials to promote Burnalong to their employees.

Burnalong+ Initiative

Designed the UI and all marketing assets for Burnalong’s multi-million dollar initiative, driving its success from pre-launch to post-launch.

Co-Branded Assets: SilverSneakers®, Fan Huddle, YMCA

As Burnalong expanded, I led the design of co-branded assets tailored to key partner audiences—from SilverSneakers® and Fan Huddle to the YMCA—ensuring brand consistency while meeting the unique needs of each partnership.

Monthly Wellness Campaigns

Created themed campaigns with flyers, postcards, and event schedules, making it easy for clients to engage their employees.

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