I have had the privilege of leading, driving, and contributing to all aspects of creative brand development, across a wide spectrum of campaigns, projects and strategic initiatives. I’ve worked with agencies, companies, and product teams; alongside leaders and executives to help them realize their company vision and create differentiated value in their markets.

I’m extremely proud and fond of the collaboration and experiences I’ve shared with the diverse group of people across the projects I credit on this site, as well as the projects I don’t. Team composition contributes immeasurably to the projects final output. It’s not just the designers mouse and mind that leads to success, it’s every individuals touch and perspectives that leave a mark in some way on the final delivery.

I enjoy the process of discovering what a brand wants to be and what it wants to say. Research, data, artifacts, analysis - it’s all part of the equation and, to a certain extent is done on every project. What is difficult to nail down is the exact formula, as each engagement is different and each starting point of understanding is different. But ultimately in some way, with what you have at your disposal, you have to answer these questions: Who are you as a brand? What do you stand for? And how are you different?

I enjoy setting brands up for success by creating thoughtful flexible systems, equipped with a toolbox to grow and rationale to evolve. I believe in world building – creating a brand universe with establishing forces, coherent qualities and beliefs, and architectural ramifications. I believe in creating a defined playground for the brand to inhabit, but also seeding an ecosystem that enables the brand thrive and grow.

I’ve also had the chance to own the direction of a brand, as much as one can. Since 2014 I have been responsible for design excellence across Mavenlink’s product, marketing, and sales. In the 5 years since I set the branding direction for Mavenlink, I’ve encouraged the brand to grow and evolve in a controlled, purposeful way; and in a way that can scale.

Since 2014 at Mavenlink, I’ve provided creative direction for a dozen product designers and over thirty visual, motion, and illustrative designers; each of which had the directive to push and evolve the brand. I designed the brand to flex and breathe and use the creative tension to spark new ideas, so the brand evolved emergently. I’ve enjoyed nurturing that evolution and found enjoyment and perspective in the nuances.

- Aaron

I have had the privilege of leading, driving, and contributing to all aspects of creative brand development, across a wide spectrum of campaigns, projects and strategic initiatives. I’ve worked with agencies, companies, and product teams; alongside leaders and executives to help them realize their company vision and create differentiated value in their markets.

I’m extremely proud and fond of the collaboration and experiences I’ve shared with the diverse group of people across the projects I credit on this site, as well as the projects I don’t. Team composition contributes immeasurably to the projects final output. It’s not just the designers mouse and mind that leads to success, it’s every individuals touch and perspectives that leave a mark in some way on the final delivery.

I enjoy the process of discovering what a brand wants to be and what it wants to say. Research, data, artifacts, analysis - it’s all part of the equation and, to a certain extent is done on every project. What is difficult to nail down is the exact formula, as each engagement is different and each starting point of understanding is different. But ultimately in some way, with what you have at your disposal, you have to answer these questions: Who are you as a brand? What do you stand for? And how are you different?

I enjoy setting brands up for success by creating thoughtful flexible systems, equipped with a toolbox to grow and rationale to evolve. I believe in world building – creating a brand universe with establishing forces, coherent qualities and beliefs, and architectural ramifications. I believe in creating a defined playground for the brand to inhabit, but also seeding an ecosystem that enables the brand thrive and grow.

I’ve also had the chance to own the direction of a brand, as much as one can. Since 2014 I have been responsible for design excellence across Mavenlink’s product, marketing, and sales. In the 5 years since I set the branding direction for Mavenlink, I’ve encouraged the brand to grow and evolve in a controlled, purposeful way; and in a way that can scale.

Since 2014 at Mavenlink, I’ve directed a dozen product designers and over thirty visual, motion, and illustrative designers; each of which had the directive to push and evolve the brand. I designed the brand to flex and breathe and use the creative tension to spark new ideas, so the brand evolved emergently. I’ve enjoyed nurturing that evolution and found enjoyment and perspective in the nuances.

- Aaron

Aaron Pedroza    |    Creative Director   |    NYC    SF    |    get in touch

Aaron Pedroza
Creative Director   |    NYC    SF    |    get in touch