Erin Steven
Product Designer | Founder & Design Director | UX/UI & Brand Systems Expert | Driving Engagement Through Human-Centered Design
Denver metropolitan area, Colorado, United States of America
Artifacts
EVO Rock + FitnessAs Art Director at EVO Rock + Fitness, I faced a critical challenge: newer climbing gyms were opening nearby, creating competitive pressure on our membership base. Leadership recognized the need to reposition the brand—not just as a climbing gym, but as a full-service fitness and community space that welcomed members of all backgrounds and abilities. The challenge was to shift public perception and showcase the breadth of our offerings in an authentic, relatable way. I led the creative strategy and execution of a comprehensive membership drive centered on real member representation. I curated a diverse group of members across different ages and skill levels, then art directed photography shoots throughout all areas of the gym—climbing walls, yoga studios, fitness spaces, and community areas. Using these authentic images, I designed an integrated campaign that included social media content, in-gym advertisements, and a dedicated landing page, all featuring our actual members rather than stock photography or professional athletes. The campaign delivered measurable business impact: we saw a 35% increase in new memberships over three months, and leadership reported that yoga and fitness classes were filling up more consistently than before. Beyond the numbers, members responded enthusiastically to finally feeling represented in our marketing, with many enjoying seeing themselves featured as a fun talking point within the community. The head of marketing, Liz Haas, tracked the membership data and confirmed the campaign's success in repositioning EVO as an inclusive fitness destination.
Curious 7 · October 2024Following a corporate acquisition, the company faced a critical credibility challenge: visual identity was fragmented across platforms, with outdated branding undermining presentations to institutional investors. The inconsistent materials—particularly investor pitch decks still bearing the old brand—were making it difficult to establish trust and professionalism during high-stakes funding conversations. With major contract opportunities on the line, the company needed a cohesive visual system that reflected the new brand and positioned the organization as a credible, unified entity. I led a comprehensive rebranding initiative that established a new visual system from the ground up. This included designing an updated logo, defining a refreshed color palette, and establishing new typography standards that would represent the merged organization. I then redesigned over 50 investor pitch decks and presentation templates, ensuring every customer-facing material reflected brand consistency and conveyed a polished, professional image across all touchpoints. The impact was immediate and measurable. After the rebrand launched, the company closed a major federal contract worth $625 million. Leadership directly credited the cohesive, polished investor materials as a key factor in winning the contract, demonstrating how strategic design work can drive business outcomes at the highest level. The rebrand not only resolved the immediate credibility issue but established a visual foundation that positioned the company for continued growth in the institutional investment space.
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Leave a testimonialWork history
Aug 2005 - Present · 21.3 years · Founder, Design Director, Product Design
Aug 2023 - Aug 2024 · 1.1 years · Graphic Designer
Nov 2016 - May 2021 · 4.6 years · Senior Graphic Designer
Mar 2018 - Mar 2020 · 2.1 years · Art Director
Sep 2006 - May 2011 · 4.8 years · Head Coach
· Graphic Designer, Production Artist
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