Standard AI

Role: Fractional VP of Design

Repositioning an AI Pioneer for the Next Era of Retail

Interior of a store with shelves of snacks and a sign that reads 'Little Pick Me Ups'. A glass door with a sign stating 'Fully Autonomous Retail Experience' powered by Standard AI.

Where They Started

Standard AI had built strong recognition around autonomous checkout technology, but leadership saw a larger opportunity in helping retailers understand what was happening throughout their stores.

The company needed to evolve from a single-product story to a broader platform vision without losing credibility or momentum.

A computer screen showing a website homepage for Standard AI with a background of store shelves filled with cereal boxes and a hand holding a smartphone displaying the message 'You're good to go.'

My Impact

Two people having a discussion at a desk in an office, with a laptop, a notebook, and a magazine. A computer monitor and headphones are visible in the background.

As Fractional VP of Design, I partnered with leadership over a multi-year engagement to align brand, product, and go-to-market efforts around this new direction.

My role spanned strategy and execution, serving as a player-coach across brand strategy, product design, design systems, marketing enablement, event experiences, and sales storytelling.

I worked alongside leadership, marketing, product, and engineering teams to create clarity during a period of significant evolution.

Key Contributions

  • Developed brand archetype and positioning frameworks that aligned leadership, product, sales, and marketing teams

  • Led the evolution of the visual identity and messaging

  • Directed website, sales enablement, event, and product marketing experiences

  • Partnered with executives on presentations, keynotes, and industry storytelling

  • Built scalable design systems that enabled faster content creation across teams

Results

  • Featured by Google at major industry events

  • Secured pilot programs with national retailers

  • Improved consistency across sales, marketing, and executive communications

  • Established a flexible brand system capable of supporting future product growth

  • Developed a brand and messaging framework that more accurately reflected the company's vision, differentiated its position in the market, and provided a stronger foundation for future growth

A busy trade show booth with a black display board titled 'VISION by STANDARD AI,' featuring digital screens and informational posters. Several people are gathered around, listening to a presenter, with booths and attendees visible in the background. Hanging signs read 'kyndryl' and 'HiStone,' and the exhibit area is bustling with activity under an industrial-style ceiling.
Front and back view of a person wearing a pink T-shirt with the text 'STANDARD AI' on the front and additional text on the back that reads 'Real-time insights. Real-world impact.'
Diagram of an exhibition booth layout with various color-coded stations, including check-in kiosks, video displays, tables with iPads, and branding walls, accompanied by a flow narrative explaining visitor experience.

Reflection

Repositioning a company isn’t about creating new assets. It’s about creating alignment. The strongest outcome of this work was helping teams rally around a shared vision while building systems that could evolve alongside the business.

See More Works

Digital graphic with the words 'STANDARD AI' in pink and white text on a dark purple background, with interconnected white dots and lines resembling a network or constellation.
Standard AI
Screenshots of a mobile app called 'wishes' showing features for creating plans and managing contacts, with illustrations of people and soft color themes.
Wishes
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Habit
Collection of smartphone screens showing Disney and animated movie streaming app interfaces, including characters from Aladdin, Toy Story, The Lion King, and Tarzan.
Disney
A hand holding a bowl of mixed fruit including strawberries, blueberries, kiwi, pineapple, and melon on a light orange placemat next to a tablet displaying a diet and nutrition app.
Countertop
Open magazine showing an illustration of a smartphone with technical details and a photograph of motion-blurred lights.
JELD-WEN