Creative Generalist
= Work That Holds Together
How do we make something feel considered? Build a visual identity so deliberate it speaks before anyone reads a word? How do we make design feel alive?
Knowing when to add and when to subtract is what separates something that looks good from something that feels right. I've built visual identities across games, campaigns, and products, staying hands-on across Figma, art direction, video, and copy from concept to final asset.
But what does that look like in practice?
It looks like noticing when something is off by a pixel and caring enough to fix it. I stay hands-on across Figma, art direction, video, and copy - from the first idea to the final asset.
And, I design for the person on the other side of the work, not just the brief in front of me.
Here’s what I’m good at:
Keeping a Brand Looking Polished
I'm the person who notices the font is wrong, the spacing is off, and the colour is one shade too dark. Brand consistency isn't a checklist. It's a standard I hold everything to, every single time.
Being the Generalist in the Room
I write, design, edit, strategize, present, and manage. Working in small teams and startups, you have to do a little bit of everything. It’s fun and challenging, but it keeps things exciting.
Doing a Lot With a Little
Tight deadlines, small teams, no budget for perfection. I've built campaigns, made videos, written copy, and launched events in conditions that would make most people wait for more resources. I don't wait.
Getting Things Done
I don't get precious about process. If something needs to happen, I figure out how to make it happen. Fast, clean, and good enough to be proud of.
References:
“Heidi has a rare talent. She's deliberate. She knows when to add and when to subtract, and that makes everything she touches feel considered. She notices what's off in something by a pixel, and then takes the time to turn it into something meaningful. Whatever she touches feels alive, and she definitely understands the people she designs for on a level I haven't seen from other designers.”
— Nellie, former co-worker
“Heidi is an intelligent, creative, and dedicated person who can handle any task that is directed toward her. It is my belief that she is a benefit to any organization lucky enough to have her.”
— Edward Jang, former boss
