Deel Bring the world to work OOH campaign, San Francisco, 2024, detailDeel 100 OOH campaign, New York City, 2025, detailDeel operates in 150+ countries and supports everything from HR onboarding to international tax compliance—so the design system needed to scale. I built the full secondary illustration system complete with 200+ icons to support hundreds of use cases across web, product, internal comms, and marketing. The goal: clarity, repeatability, and a visual tone to contrast the organic abstract system while still managing to carry a pulse.Deel Red Tape OOH campaign, Toronto, 2024, detailDeel Bring the World to Work OOH campaign,
Buenos Aires, 2024, detailDeel Red Tape OOH campaign, New York City, 2024, detailDeel Bring the World to Work OOH campaign, New York City, 2024, detailDeel Red Tape OOH campaign, New York City, 2024, detailDeel guerrilla awareness campaign, Madrid,
2024, detail03
Deel 2025
I joined Deel as the third member of the in-house creative team during a pivotal moment in its growth. What started as
a scrappy SaaS brand was rapidly evolving into a global leader—and the identity had to grow with it.
We explored multiple brand directions, including new logos and fresh typo-graphic systems, before ultimately deciding the existing mark still held stock and recognition in the market. That decision shaped the approach: evolution over reinvention.
I helped define the brand’s voice and visual tone—balancing corporate clarity with a sense of momentum and moder-nity. Clear communication, global reach, and a design system built to scale. Deel needed to feel fast, global, and totally unmistakable from 100 feet away, and
I helped build a system to do that.
Collaborators
Jola Aerts
Tory Van Wey
Tyler Bradley
Jean-Babtiste De Marco
Ope Aluko
Cherihan Hassun
Emiliana Norgaard