Hello! I'm Joel, a Strategic Creative & Design Leader based in Sydney, with over twenty years of experience in shaping brands, innovating products, & leading teams.
My career in branding and product innovation is distinguished by my ability to both define and revitalize brands, create state-of-the-art products, and steer dynamic teams towards success. As a co-founder of Human Relations Studio, my focus lies in helping companies navigate through transformative stages. My expertise encompasses brand strategy, art direction, UX design & research, and product strategy. I'm also dedicated to mentoring and advising, assisting startups and consumer brands in finding their strategic and creative direction.
Feel free to reach out if you're interested in learning more about my work and expertise.
hello@joelwasserman.me
Highlights & experience
Human Relations Studio
Partner
Co-founded with Claire Mueller, our brand consultancy studio specialises in strategic brand design tailored for startups, scaleups, and partnerships with venture capitalists. Our main objective is to create unique brand identities that empower organizations as they transition into their next phase of growth. With a dedicated focus on (re)branding for continued expansion, we provide expert guidance, unwavering support, and comprehensive advisory services. Additionally, we offer workshops to further enhance our clients' understanding and implementation of effective branding strategies.
Honeybook
Lead Strategic Rebrand
For the unicorn company Honeybook, I led the development of a compelling brand concept and oversaw the motion of the wordmark and company app logo. Collaborating closely with the company and stakeholders, I ensured high-quality outcomes that aligned with their needs and exceeded expectations.
StanleyHouseStudios
Rebrand
I led the full rebrand of a renowned Sydney content marketing agency, overseeing everything from company positioning and brand strategy to renaming the organization. I also developed a comprehensive brand strategy that seamlessly integrated into the user experience and web design, creating a strong and impactful brand presence.
1835i/ANZ
Lead Design Strategy
As the leader of design strategy at 1835i, the corporate venture labs of ANZ, I drove the development of new business propositions from inception. I effectively managed production teams for 1835i communications and implemented internal processes for venture creation. Moreover, I conducted impactful human-centered design workshops and achieved the successful launch of mutiple business propositions in the market.
LandingPad
Head of Design
As Head of Design, I led the creation of "The Landing Pad," a successful property app. With 5.5 million ANZ customers and 250k downloads, it gained significant traction. I prioritized feature design, managed designers, and contributed to the product strategy and brand development.
Yup (SF,USA)
Director of Product Design
As the inaugural design hire at On-Demand Tutoring, securing $50M+ from prestigious institutions including Stanford, I oversaw the complete design process. Shaping the brand, driving product design and strategy, I made significant contributions to the startup's success. Achieving product-market fit and surpassing expectations, I left a lasting impact on its growth trajectory.
Yahoo (NY USA)
Lead Visual Designer
Playing a pivotal role following the acquisition of my previous company, I made a significant impact at Yahoo! My branding work influenced the rebrand of Yahoo itself, while also designing Yahoo's video content app, 'Screen'. This app, similar to Netflix and Hulu, boasts 50 million daily subscribers.
Milewise (NY USA)
Head of Design (Founding team)
As the first designer for Milewise, I had the privilege of being a key member of the founding team. My role encompassed driving remarkable achievements, including leading product design for the web and mobile app, spearheading impactful marketing initiatives, and fueling brand growth. Through my contributions, we achieved a remarkable 400% increase in the user base and attracted the attention of Yahoo, leading to the company's acquisition.
What I do
Branding
Brand Strategy
Brand Identity
Naming
Brand Positioning
Art Direction
Packaging Design
Product
UX/CX Research
Product Strategy
Product Design
Marketing Design
Product Testing
Design thinking
Leadership
Team Building
Mentorship
Decision Making
Strategic Alignment
Purposeful Thinking
Accountability
Advisory
GTM Strategy
Workshop
Design Resourcing
Process
Strategic Planning
Pitch Design