Crafting Brands & Products that Captivate, Convert, and Keep Customers.

I’m Joel, a Sydney-based Entrepreneur and Strategic Leader in Product and Creative Design. With over 20 years of experience, I specialize in transforming brands, driving product innovation, and supporting founders at every stage—from startups to scaleups. As a Fractional Design Leader, I help organizations navigate key moments of growth and change, delivering impactful brand storytelling while balancing product strategy to drive success.

Throughout my career, I’ve advised multiple early-stage YC startups, been part of an early-stage company that successfully exited to Yahoo, and built and led design and creative teams across several companies. I also helped lead the global rebrand of Yahoo and recently spearheaded the rebrand of billion-dollar unicorn HoneyBook. With experience across startups, scaleups, and corporate ventures, I guide companies through transformative stages—from inception to IPO readiness. My expertise spans brand strategy, art direction, UX design and research, and product strategy. I’m passionate about mentoring and advising, helping founders and consumer brands realize their strategic and creative visions.
If you’re interested in exploring how I can help you and would like to see work in detail, feel free to reach out and connect for a chat.
hello@joelwasserman.me

INTRODUCTION

I worked with Kurt on a daily basis solving UI/UX/CX problems for some of Australia's biggest brands. He's an exceedingly humble and motivated team player who approaches every project with an infectious curiosity. His attention to detail and proactive nature in finding novel solutions made him a pleasure to work with.”

I worked with Kurt on a daily basis solving UI/UX/CX problems for some of Australia's biggest brands. He's an exceedingly humble and motivated team player who approaches every project with an infectious curiosity. His attention to detail and proactive nature in finding novel solutions made him a pleasure to work with.”

I worked with Kurt on a daily basis solving UI/UX/CX problems for some of Australia's biggest brands. He's an exceedingly humble and motivated team player who approaches every project with an infectious curiosity. His attention to detail and proactive nature in finding novel solutions made him a pleasure to work with.”

© 2025 Joel Wasserman . All rights reserved
I like to  pay respect to the Traditional Custodians and First Peoples of NSW Australia, and acknowledge their continued connection to their country and culture.