More than a new coat of paint
When MessengerPeople became part of Sinch in 2021, it marked the start of a new chapter for both the brand and my career. As the company evolved from an agile start-up to a key player in a global tech organization, I took on the challenge of leading the design efforts for Sinch Engage—Sinch’s customer engagement platform built for messaging.
In my role, I ensured consistency and creativity across every touchpoint of the product brand and marketing. From shaping the visual identity to collaborating with product teams on UX improvements and delivering impactful campaigns, I brought a strategic and hands-on approach to design. I led the development of campaigns that aligned with the platform's core messaging and elevated its presence in a competitive market.
This period of transformation taught me to navigate complexity, align teams across different geographies, and leverage design to drive business impact. It also allowed me to hone my leadership style, mentoring junior designers while delivering results under the dynamic pressures of a fast-paced, global organization.
As part of the marketing efforts for Sinch Engage, I spearheaded the creation of a comprehensive Conversational Messaging Playbook, overseeing the design and layout process across six language versions for key markets, including Germany, India, Brazil, and Mexico. Leading a team of internal and external designers, I made certain that each version adhered to both the brand’s identity and the specific needs of its target audience. Beyond managing the process, I contributed original graphics and design elements, ensuring the 30+ page guide was not only visually compelling but also strategically aligned with its purpose of educating and inspiring businesses to harness the power of messaging apps like WhatsApp.
Sinch Engage
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