Product Storytelling


Systems Design
Brand Design We set out to bring visual and narrative consistency to how Toast tells the story of its products. Partnering closely with product designers, copywriters, and product marketers, our team built a unified illustration system applied across 48 products to ensure every launch looked cohesive and unmistakably Toast. Within this framework, we created 1,000+ product illustrations, localized for the U.S., Canada, Ireland, the UK, and Australia, establishing a repeatable approach that guarantees every new product goes to market with complete, brand-aligned visuals and storytelling.

To make the system scalable, we created the Toast Marketing Product Database — a centralized hub for brand-approved visuals, messaging, and product information accessible company-wide. By combining design systems thinking with deep cross-functional collaboration, we transformed a fragmented process into a streamlined, brand-driven engine for product marketing at scale.


Product Visualizations


Created at three distinct scales — hero, spot, and UI snippet — Toast’s product visualizations are foundational building blocks that flex seamlessly across all marketing surfaces. This tiered approach allows teams to tell clear, consistent product stories at any level of detail, from high-level positioning to feature-specific moments, without reinventing visuals for each use case. Fidelity to the product is intentionally adjusted to prioritize clarity, allowing each visual to quickly communicate a specific feature or benefit without attempting to fully demo the product.




Brand System & Rollout


The rollout focused on access and adoption. We delivered thousands of pre-approved visual and messaging assets — spanning every Toast product — through integrated Figma libraries and Brandfolder, giving internal teams across the company immediate, self-service access for the first time. By pairing a robust asset library with clear usage guidance, we enabled faster launches, reduced ad-hoc requests, and ensured every team could confidently tell product stories within the system.




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Working remotely in Columbus, Ohio

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About Halley (it rhymes with valley)

Design leader specializing in global brand systems, complex product ecosystems, and high-visibility launch programs within growth-stage technology organizations. Proven track record building creative infrastructure that accelerates go-to-market execution, enables cross-functional teams to operate independently, and scales with evolving product portfolios while maintaining a high bar for craft and brand consistency.