Arietta is a Creative Director and designer who builds digital experiences, tools, and brand systems for ambitious companies shaping the future of their industries. She guides teams to craft scalable, purposeful work that connects clarity with vision.
Expertise:
⟡ UI/UX
⟡ Web & Product Design
⟡ Design Systems
⟡ Brand Identity & Systems
⟡ Prototyping
⟡ Experience Vision
⟡ Team Leadership & Growth
⟡ Cross-Functional Leadership
⟡ Design & Business Strategy
We partnered with OpenAI to design and launch the new openai.com, a living system built to evolve with their rapid growth and expanding portfolio of products and research. The site unifies product and research storytelling while creating space for future evolution. From the beginning, architecture and visual identity were developed in tandem. A modular structure and editorial framework supported everything from quick launch moments to deeper narratives around major releases like GPT-4, GPT-4.5, and what comes next, creating a more intentional and immersive front door for the brand.
In parallel, we built the visual language that would come to define OpenAI’s presence. Early explorations using DALL·E 2 evolved into a system of painterly floral gradients that brought warmth, depth, and a sense of humanity to the interface. Combined with new interaction models, a UI kit, and a robust component library, the design foundation gives OpenAI a system that feels both consistent and expressive, evolving in rhythm with the pace of their innovation.
Design Team: Steph Ma, Sage Brown, Juan Núñez Prieto, James Casey, Steph Madi, Jules Cordova
We partnered with Iru to create a brand for the new age of intelligent IT. Born from Kandji’s evolution into a platform that unites endpoint, identity, and compliance, Iru turns complexity into connection. From architecture to identity, every layer was built together, forming a system that feels simple on the surface but alive underneath.
The identity takes its cue from the jellyfish: fluid, translucent, in constant motion. Light, depth, and color flow through every surface, giving the brand a sense of presence and pulse. Clean type and confident rhythm keep it grounded, while motion brings the intelligence to life. At the center of it all, iru.com serves as the digital expression of the system itself, modular and adaptive, built to scale as the brand and platform evolve. Across product, web, and campaign, Iru moves as one, calm, adaptive, and unmistakably alive.
Design Team: Michael Ater, Steph Ma, Ghalya Lherisson, August Heffner, James Casey, Jules Cordova, Kennedy Barrera-Cruz (OOH), Joseph Hillenbrand (OOH), Owen Murphy (Motion), Symphony Allison (Motion), Jamal Qutub (Motion), Josh Spivey (Motion),
Breakpoint gathers the developers, builders, and visionaries shaping the future of the decentralized web. It is a moment where the global Solana community comes together in one place, not just to showcase innovation but to feel connected to something bigger than any single product or protocol.
To honor that spirit of connection, we created a dynamic identity rooted in Solana’s principles of speed, modularity, and experimentation. Built around interconnected block structures and shifting dithering patterns generated through a custom p5.js tool, the system behaves the way the ecosystem does: kinetic, flexible, and always in motion.
Designed to live across web, social, and the vast event space itself, the identity does more than brand Breakpoint. It mirrors the energy of a network that is constantly evolving through the people who power it.
Design Team: Juan Núñez Prieto, James Casey, Brent Clouse (Motion), Jamal Qutub (Motion)
To honor music’s cultural influence, we designed an immersive microsite and vibrant social campaign for Apple Music’s 100 Best Albums of All Time. Inspired by the tactile joy of flipping through vinyl, the interactive experience guided users seamlessly from Album 100 down to 1, weaving nostalgia with discovery.
A companion social campaign extended the momentum with countdown storytelling, interactive posts, and artist spotlights, building anticipation until launch. Released in March 2024, it quickly became one of Apple Music’s most successful campaigns to date.
Design Team: Juan Núñez Prieto, Steph Madi, Chase Body, Orland Longlight (Motion), Katarina Klask (Motion), Violet Reed (Asset Production)
Figma challenged us to expand their reach: their platform was beloved by designers, but they needed to rally entire teams—writers, engineers, strategists—around the power of collaboration. Building on their ethos, Nothing Great is Built Alone, we created Shortcut, a vibrant editorial platform and sub-brand designed to inspire curiosity and spark ideas.
More than a blog, Shortcut was conceived as a system for storytelling—flexible enough for deep dives, Q&As, and product-driven narratives. We introduced a component-based design system, dynamic tagging, and cross-linking patterns that encouraged exploration and surfaced unexpected connections. Distinct art direction, blending playful illustration with editorial clarity, gave Shortcut a collaborative spirit that mirrors Figma itself.
Design Team: Patsy Shin, James Casey, Jamal Qutub (Motion)
⟡ More coming soon. ⟡