Hemmings · Head of Design & Product Experience
I led design end to end for Hemmings Motor Club—shaping the membership proposition from concept through launch and connecting brand, benefits, commerce, and product into one coherent experience.
Product strategy, experience design, brand direction, conversion, and member engagement.
Build a new recurring membership business from concept through launch.
Unify content, marketplace trust, partner benefits, and community into clear ongoing value.
The work required more than a purchase flow. It required a proposition people could understand before joining and continue to value afterward.
Made the benefits, relevance, and reasons to join clear at every decision point.
Linked discovery, purchase, onboarding, and the benefits hub as one continuous experience.
Translated the identity into a system that worked across product, marketing, and member touchpoints.
I directed the brand system with an external agency, then translated it into practical guidance across product, marketing and member touchpoints.
