Goldback Inc | 2024-2025 | Marketing Design, Brand & Identity Design, Packaging Design, & Art Direction
Making Inflation Optional
with the Currency of the Future
Building Momentum from Day One
From my first day at Goldback Inc., I jumped right into the fast-paced rhythm of daily design work—creating assets for email campaigns, social media, trade show booths, and more. These foundational projects kept the brand moving forward and sharpened my ability to produce thoughtful, on-brand design under tight timelines. Alongside the day-to-day, I’ve had the opportunity to contribute to several high-impact initiatives, including helping to redefine Goldback’s visual identity, supporting product development, and taking a lead role in collaboration and art direction across departments. These projects allowed me to think strategically, elevate the brand, and grow as a creative leader within the team.
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Bring Goldbacks into the 21st Century. Goldbacks are the currency of the future, so I made well researched and thought out design decisions to make her look it!
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Continuing to improve distributor and customer experience, through new products. Working closely with our product manager, I assisted in expanding and improving Goldback’s product line up.
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While my role is primarily on the Marketing Team, I consistently collaborate with all departments at Goldback Inc. Working on projects for sales, operations, and even finance. Having clear communication
Throughout my time at Goldback Inc. I art directed with multiple external teams, including freelance media producers, illustrators and artists and Upward Engine.
A Fresh, New Look
One of my core responsibilities at Goldback Inc. has been leading the evolution of our visual identity to support the company’s repositioning as “The Gold Currency of the Future.” This involved refreshing the brand’s color palette, introducing new typography, developing supporting graphic elements, and working closely with creative teams to maintain consistency across every brand touchpoint.
In addition to brand refinement, I’ve contributed to sub-brand development, marketing design, packaging, website design and management, and overseeing external shared file systems. I also frequently took on project management responsibilities—helping streamline workflows and ensure creative alignment across departments.
Notable projects include redefining Goldback’s visual language, building and maintaining a comprehensive brand guide for both internal and external use, and designing a custom currency symbol that reflects the brand’s unique identity.
Packaging that is more than just functional.
I played a key role in both redesigning existing packaging and creating new packaging concepts from the ground up. Working closely with marketing, product development, and print vendors, I helped bring fresh visual direction to the brand while ensuring consistency and functionality across formats. My approach balanced strategic thinking with creativity—considering factors like shelf presence, user experience, and sustainability—while staying true to the brand’s voice and visuals. This experience strengthened my skills in visual storytelling, layout design, and production processes, and gave me a deeper appreciation for how thoughtful packaging can elevate a product and connect with consumers.
Art Direction & Collaboration
Collaborating with teams beyond our department was a regular part of my role. I frequently developed assets to support our network of distributors, as well as ad campaigns managed by external agencies like Above the Fold and Avalaunch. One of the most rewarding projects I contributed to was the complete redesign of our company website in partnership with the team at Upward Engine—a goal I had been working toward since my first day. Over the course of seven months, I worked closely with their designers to ensure the site reflected our brand’s identity while also delivering a seamless, intuitive user experience.
Internally, I provided art direction for a cross-functional creative team that included a brand strategist, copywriter, social media specialist, and media producer. Together, we developed cohesive campaigns and content across digital, print, and video. In addition to leading the visual direction, I often stepped into a project management role—helping guide timelines, align priorities, and keep projects moving forward. This experience strengthened my leadership, collaboration, and creative problem-solving skills in a fast-paced, team-driven environment.
Bringing Product Concepts to Life
I work closely with Goldback Inc.’s product manager to bring new ideas from concept to reality—whether it’s designing creative ways for distributors to display products, developing new packaging solutions, or exploring innovative formats for stacking and collecting precious metals.
In these projects, I lead the visual direction, create physical prototypes, and prepare final production-ready design files. Many of these initiatives are still in development, and due to the proprietary nature of the work, some products cannot yet be shown or publicly discussed. This hands-on process allows me to blend creativity with practical design execution, contributing to products that are both visually compelling and production-ready.
Designing Sub-Brands with Purpose
Alongside reimagining Goldback Inc.’s core visual identity, I’ve had the opportunity to design and develop several sub-brands—each with its own distinct audience and purpose. These include Silverback, an innovative approach to collecting silver; GoldbackBox, a bulk packaging solution for purchasing Goldbacks in larger quantities; Partners in Gold, an exclusive annual retreat for top-tier distributors, and GILD, a community co-op to connect Goldback Merchants with our true belivers.
These projects deepened my understanding of the flexible, iterative nature of brand building. I collaborated closely with our brand manager, product manager, and operations manager to ensure each sub-brand aligned with broader business goals while standing confidently on its own. Throughout the process, I refined my ability to present visual research, communicate design rationale, and lead creative direction with clarity and intention.
