Boundless Art Direction

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My Role
Lead and directed creatives for user journey
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Business Outcomes
Increase sales & lead gen, increase organic traffic
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User Impacts
lead all marketing and product designs

Led all creative including website, video, email, social, and advertising for a global GIS company.

• Owned the strategy and execution of brand deliverables
• Managed and support a team of designers and freelancers
• Effectively communicated with executive stakeholders on design vision
• Trademark and license brand identity
• Test and optimize design executions based on marketing performance

** Boundless was acquired by Planet labs in 2019

Historical context

Boundless had a branding issue. In 2008 they were originally called OpenGeo as an open source project. In 2012, they became a for-profit company. Since 2012, Boundless had an issue dividing themselves from the open source project. It was my job to make sure that all internal and external material had consistent branding and messaging.


I aligned the executive team on company objective, values, personality, and audience. In close collaboration with Marketing and Leadership, I established design guidelines including: content, voice and tone, illustration, photography, branding, etc.


Redesign Website

We card-sorted a new navigation based on our customers and behavior. We made sure each user funnel would end with a CTA or gated content. We also used personalized photos and illustrations to understand Boundless’s new message. I worked closely with developers, designers, leadership, and writers.

Email and Landing Pages

I designed modules that were then built into marketo HTML/CSS templates. The modules allowed for the ability to customize future email campaigns. In addition to email templates designed into Marketo, I also designed landing page templates that used modules to be customized depending on the conversion.
Every email was linked to a special landing page that was cookied to collect data. We analysis the email data through Marketo analytic tools.


I designed one pagers on a weekly basis for the sales team. These sheets were used at events and when giving pitches to customers. I worked closely with writers and product managers to design the sheets.

Julie truly epitomizes what it means to be a team player. While self-starting and capable of working independently, she is always looking to incorporate feedback from others to ensure the best product goes forward. She is a true professional, and the quality of her work speaks volumes of her character. Julie is a pleasure to work with and will instantly add value to any team she is on.
Anthony Calamito: Chief Geospatial Officer, Boundless
I worked with Julie at Excelacom and really enjoyed her creativity, combined with her ability to get things done, on time and with great quality.She is a great graphic designer, continuously bringing to the table new ideas and helps transform storytelling of technology and data into visual and graphical interfaces.I highly recommend working with Julie!
Yossi AbrahamCMO, Excelacom
Julie is an absolute pleasure to work with. She is extremely talented and her work ethic is second to none. Her ability to gather customer requirements and ideas and distill them into a presentable, compelling media is truly impressive. It would be a privilege to work with Julie again in the future and I hope I have the opportunity to do so.

Elliott FergusonVP, Professional Services, Boundless
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