WAVE Electronics
Role: Creative Director / Lead — Brand, UX & Growth Systems
Responsibilities: Brand strategy, UX redesign, lifecycle marketing systems
Led a full brand refresh, digital redesign, and lifecycle marketing transformation that drove record engagement and over $1M in attributed monthly revenue.
About WAVEWAVE Electronics is a leading distributor of high-performance audio, video, security, and automation technology. Operating at the intersection of design, technology, and experience, Wave partners with top-tier brands to equip dealers with advanced solutions and the strategic support needed to build seamless, intelligent environments across residential and commercial spaces.
Big ideas, real impact.
Wave Electronics needed a modern brand and digital experience to strengthen dealer engagement and drive measurable digital performance in a competitive tech ecosystem.
Brand Revitalization
I led a comprehensive brand refresh to modernize Wave Electronics’ visual identity while preserving its legacy in high-performance technology. This included a monochromatic color system, updating typography and icon, and establishing a more contemporary design language that scales across digital, print, and in-branch touchpoints. The result was a cleaner, more confident brand presence aligned with Wave’s position as a forward-thinking technology distributor.
UI / UX Design
We audited usage data and dealer feedback to identify navigation bottlenecks. Based on insights, we streamlined the IA and strengthened product findability.
I directed a full UI/UX redesign of the Wave Electronics website with a focus on clarity, usability, and conversion. The experience was re-architected to improve navigation, highlight product ecosystems, and better support dealer workflows. Through user-centric design decisions and a refined visual system, the new site delivers a more intuitive, modern experience while reinforcing brand credibility and technical expertise.
Marketing Performance
I built and implemented a data-driven email marketing framework by introducing UTMs across all campaigns to enable accurate revenue attribution and performance tracking. In parallel, I led a full redesign of WAVE’s email system, delivering visually refined, mobile-optimized, and brand-consistent templates. Together, these initiatives drove record performances, including all-time-high open rates of 25%, click-through rates of 2–3%, and over $1M in monthly revenue attributed to digital marketing and web sales.
Key OutcomesModernized brand system
Redesigned digital experience
Lifecycle marketing performance framework
Revenue-driven design decisions
