A good brand shouldn't need an introduction.

You should be able to recognize it in an email, on a website, across a conference booth, or halfway through your Instagram scroll without anyone having to tell you whose logo you're looking at.

I'm Michelle Baker, a Senior Brand & Visual Designer with 12+ years of experience building the systems that make that kind of recognition possible.

Over the years, I've designed for global enterprises like CBS and Meredith Corporation, fast-growing tech companies like Feedback Loop, DISQO, and Foundever, and challenger brands like Boll & Branch. I've worked on everything from full brand redesigns and style guides to high-volume digital campaigns, always with an eye toward keeping a brand consistent, recognizable, and doing what it's supposed to do.

I care about the system behind the brand just as much as the individual asset. The goal is to build something that works wherever the brand shows up, whether that's an email, a landing page, a social post, or a conference booth.

And while I take the work seriously, I don't think everything needs to be so serious. Outside of design, I'm usually working on a crochet project, getting overly invested in a jigsaw puzzle, or finding another creative rabbit hole to disappear into. Apparently, I enjoy projects that require an unreasonable amount of patience.

Take a look around and see what I've been up to. Review my resume here.