Embedded Design Partner
Heroic + Philosopher's Notes
Heroic + Philosopher's Notes
Six months embedded. Brand identity, website, web app, mobile app, 750+ book covers, ad and marketing design, sales suport, enterprise design and more.
Six months embedded. Brand identity, website, web app, mobile app, 750+ book covers, ad and marketing design, sales suport, enterprise design and more.
Year
2026
Year
2026
Year
2026
Client
Heroic
Client
Heroic
Client
Heroic
Industry
Personal Development / Tech
Industry
Personal Development / Tech
Industry
Personal Development / Tech
Project Duration
6 months
Project Duration
6 months
Project Duration
6 months
Intro
Heroic Enterprises is a Certified B Corp founded by philosopher and author Brian Johnson with a staggering ambition: help 51% of humanity flourish by 2051. The company had already crowdfunded $11M in 24 hours — the largest in history at the time — and built a passionate community of coaches, athletes, Navy SEALs, Fortune 500 leaders, and everyday people committed to optimizing their lives.
At the heart of the ecosystem sits Philosopher's Notes: 700+ hand-crafted book summaries distilled into 6-page PDFs and 20-minute audio narrations by Brian himself over 18 years. It's the entry point to the entire Heroic world — priced at $99 for lifetime access — and the gateway to higher-tier offerings.
Heroic Enterprises is a Certified B Corp founded by philosopher and author Brian Johnson with a staggering ambition: help 51% of humanity flourish by 2051. The company had already crowdfunded $11M in 24 hours — the largest in history at the time — and built a passionate community of coaches, athletes, Navy SEALs, Fortune 500 leaders, and everyday people committed to optimizing their lives.
At the heart of the ecosystem sits Philosopher's Notes: 700+ hand-crafted book summaries distilled into 6-page PDFs and 20-minute audio narrations by Brian himself over 18 years. It's the entry point to the entire Heroic world — priced at $99 for lifetime access — and the gateway to higher-tier offerings.
A Vision Bigger Than the Platform
Heroic's digital presence didn't match the depth of its mission. The brand needed a cohesive design system, a reimagined marketing website, a completely new Philosopher's Notes product experience, and a scalable visual identity that could unify everything from email campaigns to mobile app screens to YouTube thumbnails — all without losing the warm, hand-crafted ethos that makes Heroic unlike anything else in the personal development space.
Design as Strategy, Not Decoration
I joined Heroic as the Fractional CCO and lead designer, embedded across UX, UI, brand strategy, and marketing materials. This wasn't a project with a single deliverable — it was a full design engagement spanning the entire customer journey, from first ad impression to lifetime membership.
The approach was built on three principles:
Respect the Brand's Soul
Heroic's positioning is deliberately anti-AI: "Hand-crafted. Never AI-generated." The design language needed to feel warm, philosophical, and premium — aspirational yet grounded. I worked within a system of clean card-based layouts, generous white space, and subtle gold accents that feel both modern and timeless.
Design For the Full Ecosystem
Philosopher's Notes isn't just a product page. It lives across 2 marketing websites, a web app, a native mobile app, email flows in Klaviyo, partner dashboards, YouTube, paid ads, and sales decks.
I designed systems, not just screens — ensuring every touchpoint reinforced the same visual identity and conversion strategy.
Collaborate Across Every Team
I worked directly with the development team on web implementation, the sales team on support decks, the enterprise team on partner materials, and the marketing and ads team on creative that converts. This cross-functional embedding meant design decisions were informed by real business needs, not assumptions — and that every team had assets built specifically for their workflows.
Scope & Key Deliverables
Marketing Websites (2)
Philosopher's Notes Web and Mobile App Design
Email, Ad, and Youtube Thumbnail Design
Sales Website & Support Material Design
Enterprise Landing Page, Dashboard and Support Material Design
Other Creative & Collateral
Impact & Outcomes
1,638
Philosopher's Notes Sales
40+
Campaigns Sent
1.15M+
Email Opens
What Made This Work
Heroic is the kind of client where design actually matters — not as polish, but as strategy. Brian Johnson has spent 18 years hand-crafting content that changes lives. The design needed to honor that depth while making it accessible to someone seeing Heroic for the first time.
What I’m most proud of is the breadth. This wasn’t one website or one campaign. It was a complete design ecosystem: two marketing sites, a web app, a mobile app, email flows, partner pages, ad creative, sales decks, and book covers — all connected by a unified design system that the team can now extend on their own.
The work spanned tools (Figma, Canva, Kajabi, HTML/CSS/JS, GitHub Pages), teams (development, sales, enterprise, marketing), and platforms (web, mobile, email, social). That cross-functional range — from pixel-level UI decisions to high-level brand strategy — is what design leadership looks like when you’re truly embedded in a company’s mission.
Latest Projects
Embedded Design Partner
Heroic + Philosopher's Notes
Heroic + Philosopher's Notes
Six months embedded. Brand identity, website, web app, mobile app, 750+ book covers, ad and marketing design, sales suport, enterprise design and more.
Six months embedded. Brand identity, website, web app, mobile app, 750+ book covers, ad and marketing design, sales suport, enterprise design and more.
Year
2026
Year
2026
Year
2026
Client
Heroic
Client
Heroic
Client
Heroic
Industry
Personal Development / Tech
Industry
Personal Development / Tech
Industry
Personal Development / Tech
Project Duration
6 months
Project Duration
6 months
Project Duration
6 months
Intro
Heroic Enterprises is a Certified B Corp founded by philosopher and author Brian Johnson with a staggering ambition: help 51% of humanity flourish by 2051. The company had already crowdfunded $11M in 24 hours — the largest in history at the time — and built a passionate community of coaches, athletes, Navy SEALs, Fortune 500 leaders, and everyday people committed to optimizing their lives.
At the heart of the ecosystem sits Philosopher's Notes: 700+ hand-crafted book summaries distilled into 6-page PDFs and 20-minute audio narrations by Brian himself over 18 years. It's the entry point to the entire Heroic world — priced at $99 for lifetime access — and the gateway to higher-tier offerings.
Heroic Enterprises is a Certified B Corp founded by philosopher and author Brian Johnson with a staggering ambition: help 51% of humanity flourish by 2051. The company had already crowdfunded $11M in 24 hours — the largest in history at the time — and built a passionate community of coaches, athletes, Navy SEALs, Fortune 500 leaders, and everyday people committed to optimizing their lives.
At the heart of the ecosystem sits Philosopher's Notes: 700+ hand-crafted book summaries distilled into 6-page PDFs and 20-minute audio narrations by Brian himself over 18 years. It's the entry point to the entire Heroic world — priced at $99 for lifetime access — and the gateway to higher-tier offerings.
A Vision Bigger Than the Platform
Heroic's digital presence didn't match the depth of its mission. The brand needed a cohesive design system, a reimagined marketing website, a completely new Philosopher's Notes product experience, and a scalable visual identity that could unify everything from email campaigns to mobile app screens to YouTube thumbnails — all without losing the warm, hand-crafted ethos that makes Heroic unlike anything else in the personal development space.
Design as Strategy, Not Decoration
I joined Heroic as the Fractional CCO and lead designer, embedded across UX, UI, brand strategy, and marketing materials. This wasn't a project with a single deliverable — it was a full design engagement spanning the entire customer journey, from first ad impression to lifetime membership.
The approach was built on three principles:
Respect the Brand's Soul
Heroic's positioning is deliberately anti-AI: "Hand-crafted. Never AI-generated." The design language needed to feel warm, philosophical, and premium — aspirational yet grounded. I worked within a system of clean card-based layouts, generous white space, and subtle gold accents that feel both modern and timeless.
Design For the Full Ecosystem
Philosopher's Notes isn't just a product page. It lives across 2 marketing websites, a web app, a native mobile app, email flows in Klaviyo, partner dashboards, YouTube, paid ads, and sales decks.
I designed systems, not just screens — ensuring every touchpoint reinforced the same visual identity and conversion strategy.
Collaborate Across Every Team
I worked directly with the development team on web implementation, the sales team on support decks, the enterprise team on partner materials, and the marketing and ads team on creative that converts. This cross-functional embedding meant design decisions were informed by real business needs, not assumptions — and that every team had assets built specifically for their workflows.
Scope & Key Deliverables
Marketing Websites (2)
Philosopher's Notes Web and Mobile App Design
Email, Ad, and Youtube Thumbnail Design
Sales Website & Support Material Design
Enterprise Landing Page, Dashboard and Support Material Design
Other Creative & Collateral
Impact & Outcomes
1,638
Philosopher's Notes Sales
40+
Campaigns Sent
1.15M+
Email Opens
What Made This Work
Heroic is the kind of client where design actually matters — not as polish, but as strategy. Brian Johnson has spent 18 years hand-crafting content that changes lives. The design needed to honor that depth while making it accessible to someone seeing Heroic for the first time.
What I’m most proud of is the breadth. This wasn’t one website or one campaign. It was a complete design ecosystem: two marketing sites, a web app, a mobile app, email flows, partner pages, ad creative, sales decks, and book covers — all connected by a unified design system that the team can now extend on their own.
The work spanned tools (Figma, Canva, Kajabi, HTML/CSS/JS, GitHub Pages), teams (development, sales, enterprise, marketing), and platforms (web, mobile, email, social). That cross-functional range — from pixel-level UI decisions to high-level brand strategy — is what design leadership looks like when you’re truly embedded in a company’s mission.
Latest Projects
Embedded Design Partner
Heroic + Philosopher's Notes
Heroic + Philosopher's Notes
Six months embedded. Brand identity, website, web app, mobile app, 750+ book covers, ad and marketing design, sales suport, enterprise design and more.
Six months embedded. Brand identity, website, web app, mobile app, 750+ book covers, ad and marketing design, sales suport, enterprise design and more.
Year
2026
Year
2026
Year
2026
Client
Heroic
Client
Heroic
Client
Heroic
Industry
Personal Development / Tech
Industry
Personal Development / Tech
Industry
Personal Development / Tech
Project Duration
6 months
Project Duration
6 months
Project Duration
6 months
Intro
Heroic Enterprises is a Certified B Corp founded by philosopher and author Brian Johnson with a staggering ambition: help 51% of humanity flourish by 2051. The company had already crowdfunded $11M in 24 hours — the largest in history at the time — and built a passionate community of coaches, athletes, Navy SEALs, Fortune 500 leaders, and everyday people committed to optimizing their lives.
At the heart of the ecosystem sits Philosopher's Notes: 700+ hand-crafted book summaries distilled into 6-page PDFs and 20-minute audio narrations by Brian himself over 18 years. It's the entry point to the entire Heroic world — priced at $99 for lifetime access — and the gateway to higher-tier offerings.
Heroic Enterprises is a Certified B Corp founded by philosopher and author Brian Johnson with a staggering ambition: help 51% of humanity flourish by 2051. The company had already crowdfunded $11M in 24 hours — the largest in history at the time — and built a passionate community of coaches, athletes, Navy SEALs, Fortune 500 leaders, and everyday people committed to optimizing their lives.
At the heart of the ecosystem sits Philosopher's Notes: 700+ hand-crafted book summaries distilled into 6-page PDFs and 20-minute audio narrations by Brian himself over 18 years. It's the entry point to the entire Heroic world — priced at $99 for lifetime access — and the gateway to higher-tier offerings.
A Vision Bigger Than the Platform
Heroic's digital presence didn't match the depth of its mission. The brand needed a cohesive design system, a reimagined marketing website, a completely new Philosopher's Notes product experience, and a scalable visual identity that could unify everything from email campaigns to mobile app screens to YouTube thumbnails — all without losing the warm, hand-crafted ethos that makes Heroic unlike anything else in the personal development space.
Design as Strategy, Not Decoration
I joined Heroic as the Fractional CCO and lead designer, embedded across UX, UI, brand strategy, and marketing materials. This wasn't a project with a single deliverable — it was a full design engagement spanning the entire customer journey, from first ad impression to lifetime membership.
The approach was built on three principles:
Respect the Brand's Soul
Heroic's positioning is deliberately anti-AI: "Hand-crafted. Never AI-generated." The design language needed to feel warm, philosophical, and premium — aspirational yet grounded. I worked within a system of clean card-based layouts, generous white space, and subtle gold accents that feel both modern and timeless.
Design For the Full Ecosystem
Philosopher's Notes isn't just a product page. It lives across 2 marketing websites, a web app, a native mobile app, email flows in Klaviyo, partner dashboards, YouTube, paid ads, and sales decks.
I designed systems, not just screens — ensuring every touchpoint reinforced the same visual identity and conversion strategy.
Collaborate Across Every Team
I worked directly with the development team on web implementation, the sales team on support decks, the enterprise team on partner materials, and the marketing and ads team on creative that converts. This cross-functional embedding meant design decisions were informed by real business needs, not assumptions — and that every team had assets built specifically for their workflows.
Scope & Key Deliverables
Marketing Websites (2)
Philosopher's Notes Web and Mobile App Design
Email, Ad, and Youtube Thumbnail Design
Sales Website & Support Material Design
Enterprise Landing Page, Dashboard and Support Material Design
Other Creative & Collateral
Impact & Outcomes
1,638
Philosopher's Notes Sales
40+
Campaigns Sent
1.15M+
Email Opens
What Made This Work
Heroic is the kind of client where design actually matters — not as polish, but as strategy. Brian Johnson has spent 18 years hand-crafting content that changes lives. The design needed to honor that depth while making it accessible to someone seeing Heroic for the first time.
What I’m most proud of is the breadth. This wasn’t one website or one campaign. It was a complete design ecosystem: two marketing sites, a web app, a mobile app, email flows, partner pages, ad creative, sales decks, and book covers — all connected by a unified design system that the team can now extend on their own.
The work spanned tools (Figma, Canva, Kajabi, HTML/CSS/JS, GitHub Pages), teams (development, sales, enterprise, marketing), and platforms (web, mobile, email, social). That cross-functional range — from pixel-level UI decisions to high-level brand strategy — is what design leadership looks like when you’re truly embedded in a company’s mission.