Portfolio — 2025 Santa Barbara, California

Tamara Weaver

Senior Creative Director / Art Director

Twenty-plus years building brands, scaled creative systems, and integrated campaigns for B2B SaaS — bridging tactics and strategy across publishing, agencies, and tech. Helped evolve and scale Procore through a successful IPO; currently building from the ground up at CrossnoKaye.

01 — Profile

The little things are the big things.

I lead brand and creative for technology companies that want their work to feel intentional — not stamped out. Two decades across editorial, agencies, and SaaS taught me that a great brand is the sum of small, consistent choices: a tighter caption, a sharper template, the right photograph, an ECD who returns the brief.

At Procore I helped take a brand from pre-IPO scrappy to global scale — building the design system, the enablement program, and the playbooks that let 25+ agencies and dozens of internal teams produce work that actually felt like one company. At PatientPop and ONTRAPORT I built brands from scratch for small-business audiences. At CrossnoKaye I'm doing both at once.

I care about craft, but I care more about getting good work into the world. I'm fluent in AI tooling and excited about what it lets a small creative team do.

20+
Years in design & brand
6
Global regions scaled
25+
Agencies onboarded
1
IPO shepherded
02 — Selected work

Three projects.
Brand from scratch, global scale, and the systems in between.

Each of these started with a different brief — a startup with no brand, a global campaign in a pandemic, an org that had outgrown its own creative team — and each ended with a system that outlasted the project.

Project 01 / 03
PatientPop · Healthcare SaaS

A brand from scratch
for small practices.

A healthcare startup serving thousands of small medical practices had a logo and not much else — no brand standards, no positioning, no system for the marketing or product to lean on. The work below is the foundation we built: identity, voice, look and feel, and the first wave of applied work.

Role

Creative Director

Collaborators
  • Two founders
  • Product designer
  • CMO
Outputs
  • Brand guide & standards
  • Website & product surfaces
  • Content marketing system
Brand strategy mood board with four pillars — Strong, Dedicated, Fresh, Insightful — each anchored to a portrait or product image.
Strategy — brand pillars and tone
PatientPop photography principles spread: warm, candid imagery of doctors interacting with patients and using the platform.
Photography — warm, candid, doctor-led
PatientPop website hero design featuring large headline 'The easiest way to more patients' alongside a smiling doctor and full long-scroll page layout.
Website — homepage hero & long-scroll layout
PatientPop iOS app icon paired with iPhone home screen and personalized 'Hi Dr. Amersi' welcome screen.
App — icon, install, welcome flow
PatientPop stationery system: green button envelope, folded letterhead, business cards, and 'A Check-Up for Your Practice' booklet.
Stationery — envelope, letterhead, cards, booklet
PatientPop brochure spread: bright green cover 'A Check-Up for Your Practice' next to an interior page titled 'Step 1: Take the Pulse' with a stethoscope illustration.
Brochure — content marketing & lead-gen
Magazine advertising concept: 'Real Results' tagline beside a tablet showing the PatientPop dashboard.
Advertising — print & magazine concept
Impact

"A strong foundation unlocks your ability to connect with your audience."

  • Stay flexible with asset types — let positioning, not format, lead.
  • Define your positioning and story before attempting strategic assets.
  • Brand identity needs positioning and strategy underneath it to be successful.
Project 02 / 03
Procore · Construction tech SaaS

Building what's next
starts now.

Construction's response to COVID-19 accelerated an industry-wide need to connect stakeholders — onsite, offsite, across processes, and around the world. "Building what's next" was a global campaign built on that urgency, rolled out across six regions, OOH, social, paid, landing pages, and a long-form research report with Sapio.

Role

Associate Creative Director — global campaign lead

Collaborators
  • Regional brand managers
  • Executive Creative Director
  • Global agency partners
Outputs
  • Global brand campaign & messaging system
  • OOH, paid social, landing pages
  • Research report & long-form content
Procore 'Building what's next' campaign rolled out across billboards in New York City, paid social, and customer story creative.
OOH & paid — applied across NYC OOH, paid social, and customer story creative
'What Gets Measured Gets Managed' research report cover with construction site imagery, alongside an interior spread showing 'Measurable benefits of performance visibility' data visualization.
Research report — co-authored with Sapio Research
UK/Ireland Procore landing page with hero 'Building what's next starts with smarter construction', accompanied by display banner ads.
UKI landing page — regional adaptation

The pandemic-pivot film

Watch on YouTube ↗

Building what's next — the story in motion

Watch on YouTube ↗
Impact

"Relevance to real-world scenarios creates urgency — and adoption."

  • In addition to a brand guide, build very specific templates per funnel stage (TOFU / MOFU / BOFU).
  • Pair guidelines with a strategic rollout plan and internal comms — the deployment matters as much as the design.
  • Use a pain point and an aspiration together — they speak to both motivators of the audience.
Project 03 / 03
Procore · Post-IPO brand evolution

Build Together.
A brand at scale.

Post-IPO, Procore had outgrown its own creative team. Marketing across regions and audiences was inconsistent, agencies were re-inventing the brand each engagement, and there was no single source of truth. The work below is the evolution of the brand foundations, the enablement program built on top of it, and the rollouts across templates, events, and out-of-home.

Role

Associate Creative Director & Sr. Manager, Brand Enablement

Collaborators
  • VP of Brand
  • Creative Director
  • Knowledge engineer & trainers
Outputs
  • Brand foundations & identity refresh
  • Self-service template library (50% of needs)
  • Enablement training & brand portal
'Build Together — Our Brand Evolution' cover, alongside a spread defining brand foundations.
Brand foundations — strategy & persona
Brand voice spread: Passionate, Plainspoken, Trusted, Uplifting — set in oversized bold typography on a black background.
Voice — passionate, plainspoken, trusted, uplifting
Identity system overview: logotype, hex mark, typography, color palette, photography principles, and motion.
Identity — logotype, hex, type, color, photography principles, motion
Applied Build Together identity: city hoarding 'Coming Soon', 'Build Together' hoodie, mobile social post, theater stage, and laptop microsite.
Applied — hoardings, merch, social, events, web
Procore global event presence: branded booths and team photos at CMiC in Mexico City, CCA in the Philippines, and BIM World in Paris.
Events — CMiC Mexico City, CCA Philippines, BIM World Paris
Procore London out-of-home campaign: branded taxi wrap by the London Eye, in-cab tablet ads, and large-format digital billboards across the city.
Out-of-home — London taxi wrap, in-cab placements, digital billboards
Brand handbook templates: email content offer, product sales slick, webinar landing page, paid social ad — each with detailed specs.
Brand handbook — templates with specs & copy guidance
Brand at scale: 'How We Build Now' research report cover, double-page customer story, German-region social ads, and animated mobile sequence.
At scale — multi-region, multi-channel, multi-format
Impact

"Taking time to build process and standards behind your assets allows more efficient scaling."

  • Research across the entire org on which assets are most needed, and roll those templates out first.
  • Build a library targeting 50% self-service so the creative team can spend its time on what matters.
  • DAM management is crucial to keeping assets on brand, high performing, and relevant over time.
03 — Get in touch

Let's make something.

Email
tamaradweaver@gmail.com
Phone
805·636·2014
Résumé
Download PDF →