Fetch
My time at Fetch has marked the most transformative chapter of my career — moving from hands-on creative direction into executive leadership, where brand, product, and performance intersect. Over six years, I helped shape Fetch from an emerging startup into one of the most downloaded rewards apps in the country, leading creative through multiple eras of growth, redefinition, and scale.
During that time, I built and led an in-house agency (The Studio) from the ground up and led the product design team to more closely align user experience with brand storytelling. In partnership with our CMO and fellow creative director, I helped lead Fetch’s first major brand awareness campaign and guided creative for a full-scale rebrand that established a distinct, unified identity in a crowded marketplace.
The Studio at Fetch (2023 - present)
I built and led The Studio, Fetch’s in-house creative agency — a 13-person team spanning photography, production, animation, videography, illustration, merch and feature branding. From the ground up, I developed the team, structure, and a 2,000-square-foot photo/video studio to support initiatives across the company — from product and marketing to sales, media, PR, and internal communications.
The Studio became the brand’s creative engine, producing bespoke campaigns, shoots, and motion content for Fetch and national partner brands. We brought all animation and celebration work in-house, introduced AI as a production tool where it added genuine efficiency and brand alignment, and collaborated with Lettermatic to create Fetch’s custom typeface, WeGo, unifying the brand across every touchpoint.
Working closely with our growth and social teams, The Studio helped drive user acquisition and engagement through agile content creation that moved at the speed of culture. Our in-house model generated millions in quarterly revenue while reducing reliance on third-party studios and streamlining Fetch’s creative operations.
Product Design / Building Experiences that Connect (2021 - 2023)
I led a team of product designers supporting multiple product squads and initiatives, focused on elevating both the user experience and the brand experience within the Fetch app. We developed a unified design system that established consistency across teams — including UI elements, iconography, and illustration — allowing developers to build faster with thoughtful, reusable components.
During this time, we launched several key features that transformed how users engaged with Fetch. Among the most impactful was the creation of The Pointlings — our equity characters designed to reinforce positive user behavior through storytelling within the app. Their integration into Snap Celebrations earned a U.S. patent, where I’m named as an inventor. The Pointlings later extended into features like Spin & Win, Personal Record Milestones, spot illustrations, and social content — becoming a beloved part of the Fetch brand.
With the release of Fetch 3.0, we reimagined the app’s UI, introducing improved packshot and lifestyle photography that gave partner brands richer storytelling real estate and helped users better understand how their purchases translate into rewards. The result was a more immersive, visually cohesive experience that deepened engagement and helped drive conversion.
Get Receipt Rich Campaign (2021)
Fetch’s first major brand awareness campaign marked a defining moment in our evolution from a fast-growing startup to a nationally recognized brand. Partnering with Anomaly, I collaborated closely with our CMO and fellow creative director to shape and extend the campaign’s creative across every channel — ensuring it reflected Fetch’s unique tone and visual identity.
Rebrand (2020)
As Design Director, I led the creative development of the Fetch rebrand, uniting what had been two separate logos — one for B2B and one for B2C — into a single, modernized identity system that could flex across audiences and scale with the company’s rapid growth.
The new logo and design language brought clarity and cohesion to every touchpoint — from app and product to partner communications and marketing — establishing a consistent foundation for future expansion. During this period, I also helped grow the design team from three to twelve, strengthening our capabilities and setting the stage for Fetch’s next phase of creative leadership.
