Work Kits

Creative Direction, Graphics & Illustration

As the creative lead for graphics and illustration on Canva’s Work Kits, I was responsible for defining the visual direction and curating asset selections that aligned with the needs of specific user personas across various industries and roles. This included:

  • Leading creative direction for all graphic and illustrative elements

  • Conducting visual and strategic research to align with user intent, trends, and brand voice

  • Curating scalable, versatile assets tailored to verticals like HR, marketing, and project management

  • Ensuring consistency and visual harmony across templates to support both usability and brand storytelling

This project was a key part of Canva Create 2024, delivering a cohesive visual experience that helped users create professional, on-brand documents faster and more intuitively.

Graphics Library

Creative Leadership & Strategic Curation

As the Graphics Creative Lead, I was responsible for strategically shaping and scaling Canva’s graphics library into the widely used, high-performing resource it is today. My focus was on populating the library with assets that were:

  • Trend-driven – grounded in ongoing visual research to stay ahead of design and cultural trends

  • User-centric – aligned with real user needs, personas, and search behavior

  • Template-integrated – designed to work seamlessly within Canva’s template ecosystem, enhancing usability and design outcomes

Through close collaboration with creative teams, data analysts, and content strategists, I led the direction of graphics production with a clear focus on impact and discoverability. This strategy played a key role in the library’s ongoing success, making it an essential part of Canva’s creative experience.

Icons Landing Page

Strategic Research & Creative Recommendations

I led the strategic research and creative recommendations that influenced the transformation of Canva’s Icons Landing Page into the broader Graphics Landing Page. My work focused on aligning the experience with user needs, content trends, and growth opportunities.

Key contributions included:

  • Data-backed insights: Analyzed usage metrics, interaction patterns, and search behavior to identify what was resonating with users and where gaps existed.

  • Opportunity mapping: Highlighted underrepresented but high-performing graphic categories and made the case for showcasing more of these on the landing page.

  • User-centric recommendations: Proposed layout and content strategies that better reflected how users interact with graphics, including stronger visibility for top-used elements and new entry points for emerging categories.

  • Strategic impact: My insights and presentation played a pivotal role in securing buy-in from key stakeholders, ultimately shifting the direction from a niche “Icons” page to a more inclusive Graphics hub.

This work helped set the foundation for a more engaging and discoverable entry point into Canva’s vast graphics library, aligning content strategy with user intent and platform growth.