Design · Brand · Product Management
Ian
Carr.

I make brands people believe in and products people come back to. From hospitalized kids to half a million monthly readers to a national EV network backed by eight automakers — this is the work.

View Work Contact Me
01
Brand Strategy
Positioning · Identity · Systems · Guidelines
02
Design Direction
Visual · Environmental · Digital · Print
03
Product Management
Roadmap · Stakeholders · Delivery · Growth
04
Content & Video
TV · Pre-Roll · VR/360° · Episodic · Social
Point of View
A great brand answers the question every customer is quietly asking before they read a word: "Should I trust this?" A great product answers what comes right after: "Will this actually work for me?" My job is to make both answers obvious.
Featured Work — 2024–Present
IONNA — Head of Brand
Head of Brand · Durham, NC

Juicin' Up
North America

IONNA set out to do what no EV charging brand had done: feel warm, nostalgic, and genuinely American rather than cold and clinical. As Head of Brand, I owned everything a customer sees — visual identity, brand guidelines, website, merch store, social presence, video content, and the physical language of every Rechargery. Partnered with VML following a five-month competitive pitch.

↗ ionna.com ↗ shop.ionna.com ↗ @ionna.official ↗ YouTube
IONNA Rechargery at dusk
iONNA logo
IONNA Rechargery aerial IONNA charge dispensers IONNA Rechargery dusk square
8
Founding automaker partners
100+
Live Rechargery sites
30,000
Chargers targeted by 2030
$250M+
Investment announced
Website
IONNA Rechargery signage
ionna.com — flagship digital presence
Every word, visual system, and brand expression flows from brand work my team owns — from the "Rechargery" naming to the warm nostalgic copy.
↗ Visit site
Merchandise
IONNA General Store
shop.ionna.com — brand merch store
The IONNA General Store extends the brand into physical goods — apparel, hoodies, outerwear, and road-trip essentials.
↗ Visit store
Social Media
IONNA signage close-up
@ionna.official — brand social presence
Brand voice, content strategy, and creative direction across Instagram, X, and LinkedIn — growing a national audience from zero.
↗ @ionna.official
Video Content
IONNA dispenser close-up
IONNA Official YouTube — video storytelling
Brand storytelling and customer education — Rechargery tours, campaigns, and how-to guides.
↗ YouTube channel
Brand Guidelines · October 2024
The system built
to scale a nation

Every rule, ratio, and typographic decision documented for a brand going from zero to a national network. Built through a five-month competitive pitch with VML.

Ion Orange
#FF5C00
Soft Dark
#0C272E
Robin's Egg
#A1C6C2
Soft White
#F2E9DB
Logo System — 6 variations
iONNA primary logo blue orange
Primary — light
iONNA reversed logo
Reversed — dark
iONNA one-color on orange
One-color
iONNA pill logo
Contained wordmark — signage & labels
Type System — Swell + Satoshi
IONNA always appears in all caps. The uppercase i followed by a vowel can read as a lowercase l — all caps removes the ambiguity. Every rule has a reason.
LBBOnline · Apr 2025
IONNA Gives EV Charging Stations a Retro Appeal in New Campaign
AdWeek · Apr 2025
VML Wins Ionna Account to Challenge Tesla's Dominance
MediaPost · Apr 2025
EV Charging Brand Ionna Plays Up Nostalgia
CleanTechnica · Apr 2025
Cute, Quirky IONNA Consortium Brings Its A Game
Case Study — 2018–2022
Scrum Alliance — 1,667× Growth
Scrum Alliance · Agile Matters Blog

From niche blog to 500,000-visitor destination

300 → 500K monthly visitors 1,667×

Monthly views when I started. Monthly visitors when done.

Through a complete overhaul of content architecture, visual identity, editorial voice, and UX — we transformed Scrum Alliance's blog into a 500,000-visitor-per-month destination and their primary top-of-funnel growth engine.

Before — 300/month
Agile Matters before redesign
After — 500K/month
Scrum Alliance redesigned hub
1,667×
Traffic Growth
Monthly visitors grew from 300 to 500,000 — becoming the primary inbound channel.
Full
Editorial Redesign
Content architecture, visual identity, taxonomy, and UX rebuilt from zero for a national audience.
Top-of-
Funnel Engine
The platform became Scrum Alliance's primary top-of-funnel driver for certification leads.
Editorial redesign & content architecture
Rebuilt taxonomy, navigation, and visual hierarchy from single-column blog into a rich, filterable content library.
Brand identity alignment
Aligned the editorial system with Scrum Alliance's broader visual brand refresh — consistent type, color, and imagery standards.
Content strategy for organic growth
Developed an editorial strategy driving organic search discovery and community sharing — from internal resource to industry destination.
5-part educational video series
Conceived and produced a five-episode educational series for Scrum Alliance's professional certification audience.
Nonprofit Brand — 2020–2023
Gamers Outreach — Brand Identity & Partnerships
Gamers Outreach brand guidelines cover
Gamers Outreach logo — Helping Others Level Up
Gamers Outreach Foundation

Brand identity for a nonprofit helping hospitalized kids play

Gamers Outreach is a for-purpose organization restoring joy and normalcy in the lives of hospitalized children through gaming. I built their brand identity from the ground up — logo system, guidelines, video campaigns, talent coalitions, and the partnerships that amplified their reach.

Full brand identity & guidelines built from zero — logo, color, type, usage rules
Video production across multiple fundraising and awareness campaigns
Talent coalition building — connecting gaming influencers with the cause
Brand partnerships to extend organizational reach beyond traditional nonprofit channels
Brand Positioning
Gamers Outreach brand positioning — hospitalized child gaming
Logo System & Color Palette
Gamers Outreach color system
Orange
#f5853b
Slate Blue
#374851
Black
#222222
Cloud Gray
#F1F4FA
Brand Identity
Logo System & Brand Guidelines
Full logo suite, color system, typography, clear space rules, and usage guidelines built from zero to ensure brand consistency across all channels.
Video Production
Campaign Video Content
Multi-campaign video production across fundraising and awareness initiatives — concepting, scripting, directing, and delivery for gaming communities and donors.
Partnerships
Talent Coalitions & Brand Partners
Built talent coalitions connecting gaming influencers and creators to the cause, and developed brand partnerships extending reach beyond traditional nonprofit channels.
Humanitarian Brand — 2019–2022
Save the Children — Omni-Channel Brand & Immersive Media
Save the Children · Global

Every Last Child Deserves a Safe Place to Call Home

Branding, photography, video, omni-channel marketing campaigns, and pioneering VR / 360-degree video storytelling for one of the world's leading humanitarian organizations. Work that had to be emotionally powerful and rigorously on-brand across 120+ countries.

Website redesign — before & after
Omni-channel marketing campaigns (digital, print, social, email)
Program photography & art direction
VR / 360° immersive donor video
Gaming & streaming fundraising campaigns
Print campaigns in 15+ countries
Save the Children program photography — girl on scooter at sunset
"A camera can't look away. And when you put a child in the frame with honesty and care, neither can the donor."
On immersive storytelling for Save the Children
Life Force gaming fundraising campaign — Play. Stream. Vlog.
Life Force — Gaming fundraising campaign
Save the Children TwitchCon share card
TwitchCon event creative
Save the Children homepage before redesign
Website — before redesign
Save the Children homepage after redesign
Website — after redesign
Become a Fundraiser redesigned page
Become a Fundraiser — redesigned landing page
Save the Children Insider newsletter Winter 2017
Insider newsletter — Winter 2017
Save the Children Insider newsletter Summer 2016
Insider newsletter — Summer 2016
The Urban Disadvantage — before and after campaign redesign
Urban Disadvantage — campaign redesign
Gaming Tuesday social card
#GamingTuesday social campaign
Save the Children email template
Email template redesign
Save the Children global campaign ads
Global campaign creative
Save the Children brand guidelines overview
Brand guidelines — visual identity system
120+
Countries reached through campaigns and brand work
VR/360°
Pioneered immersive video storytelling for donor engagement
Omni
Channel campaigns across digital, social, email, print, and video
Website Redesign
Full website and landing page redesign — homepage, Become a Fundraiser, and supporting pages, before and after.
Gaming Campaigns
Life Force, #GamingTuesday, and TwitchCon campaigns — connecting the gaming community to humanitarian fundraising.
Print & Email
Insider newsletters, global campaign creative across 15+ countries, email template systems, and print campaigns.
VR / 360° Video
Pioneered immersive video storytelling for donor engagement — putting people inside the story in a way no flat video could achieve.
Full Capability Set
What I Bring
01
Brand Strategy
Positioning, naming, brand architecture, messaging frameworks, tone of voice, competitive differentiation
02
Visual Identity
Logo systems, brand guidelines, color & type systems, environmental design, digital & physical touchpoints
03
Content & Video
TV commercials, pre-roll, VR/360° video, episodic series, YouTube, social content production
04
Growth Strategy
Editorial strategy, SEO-driven content architecture, top-of-funnel engine building, 1,667× traffic growth
05
Product Management
Roadmap planning, cross-functional leadership, stakeholder management, launch delivery
06
Partnerships
Talent coalitions, brand partnerships, co-branded campaign development, agency management (VML, others)