The Smartsheet Brand (2025-present)
The Smartsheet brand is a collaborative effort across the entire internal brand studio and works as an adaptable living system. Logo, color, type, illustration, and photography are separate components, but each inherits a core set of principles, so work made by different hands in different markets still reads as one brand. The system carries its own constraints: type is checked for contrast, color is governed centrally so a change propagates everywhere, and the logomark behaves differently in the app than in marketing. Because every part draws from a shared source of truth, contributors can move fast without drifting off-brand. It is built to hold the brand together at scale and to evolve as the brand does.
Role
Co-Creative Lead
Video Lead
Motion Lead
The “Bento” design system
The bento concept is personal to me. A bento is a Japanese meal built in compartments, where rice, fish, and vegetables each hold their own space yet balance into one complete plate. Nothing is crowded, nothing is lost, and the care shows in the arrangement. Our grid follows the same logic: every element sits in a defined compartment, distinct but in proportion, composing into a layout that reads as a whole. Rooted in my own heritage, the bento gave the system more than a structure. It gave it a principle of order, balance, and intention.
Smartsheet was also expanding into the Japanese market and opening an office in Tokyo. My Japanese-American roots informed a system that felt familiar to that market and gave the Tokyo team a component of visual brand storytelling they could speak to directly. It was a perfect blend of system and cultural alignment, one that still left the brand team room to build upon and explore.
The Smartsheet brand in the wild
In London, Tokyo, or Chicago, the work adapts to its market while the system underneath stays constant. The same compartment logic and the same sense of proportion carry across every city, so work built by different teams for different audiences still reads unmistakably as Smartsheet.
Disclaimer: While the brand continues to evolve, the Smartsheet app and bento-inspired visual language remains the foundation.
