Brand Design Lead
Strategy through execution.
More than a decade connecting strategy, visual expression and the systems behind them.
In-house teams.
Independent collaborations.
A studio built from the ground up.
Oct 2025–present
End-to-end branding for startups and growing businesses. Strategy, visual direction, identity and websites in one connected process.
Partnering with founders and teams on cohesive digital systems, connecting the initial brand questions to the actual identity and website while keeping strategy and hands-on execution together.
2023–2025
Partnered with Marketing across campaigns, launches and events. Built systems and templates that connected creative direction with hands-on execution.
The work ranged from ads and ebooks to swag and in-person experiences, including the collaborative development of the duck-led event concept. Scalable templates and workflows supported ongoing marketing initiatives.
2020–2023
Connected an external rebrand agency with internal teams. Initiated a modular email system, aligning Marketing and Product around a shared visual language.
Creative feedback, follow-ups, cross-team alignment and stakeholder onboarding helped teams understand both how to use the new brand and why it mattered. The modular marketing email system was built in Stensul.
2013–2020
Co-founded a design strategy and communication studio. Brought branding, web, art direction and audiovisual production together for local and international clients.
Founded in 2013, the studio developed communication projects from a consistent creative point of view, bringing graphic design and multiple production disciplines into the same process.
How I contribute
Start with the audience, objective and message. Partner with Marketing and Product, make feedback actionable, and carry the idea thoughtfully across web, campaigns and events.
I care about the work and the way we get there: aligning stakeholders and building tools that help others move forward.
Two projects. A closer look at how I work.
“She's an excellent stakeholder manager”
Kate Elkan · Brand Design Lead
“Belu brings warmth and care to a team.”
Kelly Dorsey · Design Lead, Mural
“She is extremely collaborative”
Jaime Neely · Sr. Director of Product Design, Mural