The Opportunity

Keena is a social-meets-active B2C SaaS app that helps people discover local activities and build 1:1 connections through shared movement. Brought in as the founding creative and marketing collaborator, I took the project from an early-stage concept to a market-ready brand. My goal was to shape the brand from the ground up, creating a clear, cohesive identity built to stand out in a crowded digital landscape.

The Approach

Synthesizing the business vision and stakeholder insights, I developed the brand's foundational strategy and market positioning. This framework established how Keena shows up across every touchpoint—from the investor pitch to the in-app experience. Grounded in key differentiators, I spearheaded the brand naming, key tagline exploration, visual identity, and core design system framework for the foundational UI architecture.

The Result

A distinct, 360° brand foundation and clear creative direction designed for seamless app development and marketing plan directly translatable to social and beyond. The resulting identity balances “kinetic” movement, connection, and distinguishable color theory with approachable design, equipping the team with a flexible visual and strategic system for future product and marketing expansion.

Brand Strategy · Copywriting · Creative Direction · Visual Identity · Product Design · Creative Strategy
First Creative Collaborator · 2026