Lead with Strategy.
Design with Purpose.
Drive Intent to Impact.
Joel Wasserman | Design Leader
Hello! I’m Joel, a seasoned designer with nearly 20 years of experience spanning startups, scaleups, and corporate ventures. I specialise in brand and product design, as well as strategy, with a proven track record of driving transformative growth. From inception to IPO readiness, I help businesses successfully navigate critical stages of their journey.
I’ve had the privilege of partnering with early-stage YC startups, leading design for a company that successfully exited to Yahoo, and spearheading the rebranding of the billion-dollar unicorn, HoneyBook. My expertise spans brand strategy, art direction, UX design and research, and product strategy, allowing me to craft innovative solutions that resonate with audiences and deliver measurable impact.
I’m passionate about mentoring, advising, and empowering startup founders and consumer brands to align their strategic and creative visions, ensuring success at every stage.
Or reach me at hi@joelwasserman.me
or call +61 415 088 327
Strategic
Product Design
Brand Stradegy
& Design Direciton
Leadership with
Purpose & Advisory
SELECT EXPERIENCES
Human Relations Studio
Partner
Alongside Claire Mueller, I co-founded a brand consultancy specializing in strategic brand design for startups, scaleups, and venture capital partnerships. We focus on creating unique brand identities to help organizations grow. Our services include (re)branding, comprehensive advisory, and branding workshops.
Honeybook
Lead Strategic Rebrand
For the unicorn company HoneyBook, I led the creation of a compelling brand concept and guided the design of their wordmark and app logo. Working closely with the team and stakeholders, I delivered high-quality results that aligned with their vision and surpassed expectations.
StanleyHouseStudios
Brand Resign
I spearheaded the full rebrand of a prominent Sydney content marketing agency, handling company positioning, strategy, and renaming. I developed a cohesive brand strategy that enhanced both user experience and web design, resulting in a strong brand presence.
1835i/ANZ
Lead Strategic Design
As the design strategy lead at 1835i, ANZ’s venture lab, I oversaw the development of new business propositions, managed production teams, and established internal processes for venture creation. I facilitated human-centered design workshops and successfully launched several new ventures.
LandingPad
Head of Design
As Head of Design, I led the development of “The Landing Pad” property app, which saw 5.5 million ANZ users and 250k downloads. I drove feature design, managed the design team, and contributed to both the product strategy and brand development.
Yup (SF,USA)
Director of Product Design
As the first design hire at On-Demand Tutoring, I guided the brand and product design, helping the startup secure $50M+ in funding from Stanford and others. I was instrumental in achieving product-market fit and played a key role in the company’s rapid growth.
Yahoo (NY, USA)
Lead Visual Designer
After my previous company was acquired by Yahoo, I contributed to Yahoo’s rebrand and designed their video content app, ‘Screen’, which attracted 50 million daily subscribers. My work left a lasting impact on Yahoo’s design and branding.
Milewise (NY USA)
Head of Design (Founding team)
s the first designer at Milewise, I drove product design for web and mobile, led impactful marketing initiatives, and fueled brand growth. My efforts led to a 400% user base increase, which culminated in Yahoo’s acquisition of the company.
