Vantage Point Logistics
Business:
Healthcare Logistics SaaS
About:
VPL modernizes healthcare supply chains to support a healthier patient population. Their smart supply chain and pharmacy solutions unlock complete control, better visibility, and greater savings.
As Creative Director, I helped oil the marketing engine of a complex B2B company navigating both a replacement business model and an emerging market, each with long sales cycles and a reliance on brand trust and content-driven engagement.
To meet the challenge of driving consistent inbound interest and staying top-of-mind when buying cycles began, I led the visual strategy and execution across all marketing channels.
I also served as a cross-functional creative partner, collaborating closely with product, sales, customer operations, and HR to align brand expression across the entire customer and employee journey.
The result? A cohesive, conversion-optimized brand experience that fueled pipeline growth and positioned the company as a category leader.
Work:
Creative Direction
Visual Identity
Design Systems
Website Design
Presentations
Print Design
Digital Design
Sales Enablement
Campaigns
Illustration
Storytelling
Tradeshows
Video Strategy
Animation
Sourcing
3 Years of Growth
We reached new heights together, redefining success in the industry. Here is a closer look at our shared journey of growth, innovation, and impact through marketing and creative.
$12M
Marketing-driven pipeline (+145% YoY)
$5M
Generated in pipeline with $5K campaign
1,253
Form submissions (+269% YoY)
Creative Strategy
Upon joining the team, it was apparent we needed a strategy and plan to execute. With a website that wasn’t optimized for lead capture and a brand presence that lacked visual consistency or strategic focus, we needed a full creative and content revamp. In a landscape where buying decisions can take months (or years), it was essential to establish credibility early and often. Our goal was to build a content-first ecosystem that engaged, educated, and ultimately converted.
I led the creative development of all marketing assets supporting this strategy.
Visual storytelling that connects
From social ads to landing pages, I created a cohesive visual narrative that elevated our brand at every touchpoint. Every asset was designed to educate, engage, and reinforce our value with clarity and confidence.
Webinars that drove the funnel
I led the creative for all decks and promotional assets in our robust webinar program—one of our most effective lead drivers, responsible for ~90% of inbound form submissions.
Creative systems that scale
I developed scalable visual systems and templates across all channels, empowering anyone on the team to quickly create engaging and polished assets that aligned with the brand.
Website that aligned brand and purpose
I led the UX and visual redesign of our website to reflect how modern B2B buyers explore and evaluate solutions. We transformed it from a static resource into a dynamic, conversion-focused experience.
The Work
Let's jump into some examples of the projects completed during my time at VPL.
As you explore this page, you'll notice some work from early phases of the brand evolution.
Visual Identity
When I joined as Creative Director, one of my first priorities was evolving the brand, but with two clear constraints: the logo and the existing multi-blue color palette were off-limits. Working within those boundaries, I made subtle but meaningful refinements to the existing logo. The most noticeable change was updating the colors to make it more versatile. I also adjusted the spacing, nudging the “L” slightly left to resolve an awkward tangent and create a cleaner, more balanced lockup.
I refined what we had, building a cleaner, more cohesive visual system that elevated campaigns, social, and sales materials.
And before you knew it, there was an appetite for a bolder and more modern brand to truly stand out. Buy-in was secured from senior leadership to evolve the palette, ditching the expected blues for a high-contrast black and white system with a sharp teal accent (paying homage to the original mark). The change redefined how we showed up in the market.
Brand Identity
Alongside the visual overhaul, I brought on a copywriter to help build a consistent brand voice. Together, we developed a writing style guide that defined tone, language, and narrative principles. From there, we rolled out a consistent voice across all channels, ensuring that the brand looked and sounded aligned.
Website Revamp
This was an in-house project, and I’ll always be proud of the work the team and I put into it. As part of the broader creative overhaul, we reimagined the website to better support how modern B2B buyers engage.
While the original site provided a starting point, we transformed it into a more dynamic, conversion-focused experience. The revamped site guided users more intuitively, reflected the evolved brand identity, and provided clearer pathways to action.
Campaigns
We put together several print and digital campaigns. This one in particular was very successful.
To break through with high-value prospects, we launched a targeted direct mail campaign aimed at 20 of our most strategic accounts. With a $5K investment, the campaign added $5M to the pipeline.
Given the target demographic, we leaned into nostalgia and built the concept around a “Rock’em Sock’em Robots” theme. We positioned our solution as the clear champion in a head-to-head match-up against the competitors.
The campaign included illustrated fighter characters that were featured in a pop-up card with stickers and hand-written note, a heat-activated mug that revealed a graphics, a bio card for our “fighter,” and a booklet outlining key competitive advantages. To complete the experience, we included the actual Rock’em Sock’em game aimed at creating a memorable, tactile moment that would stand out and open doors with otherwise hard-to-reach decision-makers.
Presentations
From pitching to presenting, we prioritized polished, dynamic, and on-brand decks that played a critical role across the business, from sales and internal communications to lead generating webinars. Every presentation was designed with clean visuals and purposeful animations that enhanced flow and storytelling—not distract from it. These decks weren’t just slides, they were extensions of our brand and a key driver of engagement.
More than a Department
Creative wasn’t just a department, it was a strategic partner embedded across the business. I collaborated closely with teams in sales, product, customer operations, and HR to bring their initiatives to life through thoughtful design and messaging.
Whether it was building sales enablement tools, designing internal communications, supporting product teams, or elevating the employer brand, I positioned myself as a resource that helped teams communicate more effectively, solve problems, and move faster.
Video Development
Video became a key part of our digital presence, whether embedded on the website, shared on social, or used in campaigns. I handled everything from storyboarding and art direction to managing external partners or animating in-house. The samples here show a range of use cases from explainers to educational content to high-energy hype pieces—all designed to inform, engage, and move people to action.
In a market where buyers don’t raise their hands until months into their journey, brand recall is everything. Through strategic creative, we made sure they thought of us first.
I know that was a lot so if you made it this far, I applaud you. With that being said, there must be something keeping you here. Do you want to talk about it?