Scaling the Goodshuffle Brand with AI
From day one at Goodshuffle, I focused on building a brand that resonates with our audience and clearly differentiates us from competitors. I led a comprehensive brand initiative—interviewing users, employees, and leadership to define our positioning and messaging. Through a collaborative workshop, we aligned on the Sage archetype, establishing Goodshuffle as both a trusted guide and industry expert. This foundation helped support a successful Series A raise.
As design lead, I built scalable systems across web, email, social, ads, and motion—enabling speed through AI-driven workflows. I leverage tools like Midjourney, Adobe Firefly, and Weavy.ai to create distinctive visuals, and use Claude to synthesize voice-of-customer insights, develop creative briefs, and scale team capabilities. We’re even using AI-assisted code to build WordPress pages—allowing us to move faster and more efficiently than the competition.
Deliverables
Branding
Content
Video
Web
Ads
Shaping the Brand
The Goodshuffle brand was built through customer, stakeholder, and employee research. I led brand workshops that aligned the company around a Sage archetype—positioning us as a guide that helps event businesses grow. Today, that foundation extends into custom AI workflows that enable teams to create on-brand content, presentations, and creative assets at scale.
Brand Systems
I built scalable brand systems across design, marketing, and content creation. Through templates, design standards, website modules, and AI-enabled workflows, teams can quickly produce consistent, high-quality creative while maintaining brand integrity across every touchpoint.
Website
led the design and development of the Goodshuffle Pro website, defining its architecture, design system, and user experience. By integrating AI-assisted development into our WordPress workflow, I significantly reduced the time between concept, design, and launch while maintaining a high level of quality and flexibility.
Go-to-Market
I partner with Marketing, Product, and Customer Success to bring the brand into acquisition, retention, and adoption efforts. AI has expanded our ability to create targeted campaign imagery, video, and content at scale, allowing us to move faster while delivering more relevant experiences to customers.
