Kaitie Chambers

For both brand designers and marketers, the goal with any asset is for it to be appealing, accurate, and on brand. Being consistent when you’re managing hundreds of assets across dozens of touchpoints, however, can be tough—especially when deadlines are tight. From a misused font to an awkwardly resized logo, things can slip through the cracks. As a brand designer, you don’t always have the time to review individual assets before they go live.

Designers have long been pushing the boundaries of what’s possible for creative expression in Figma. As it becomes increasingly important to raise the ceiling and design roles become more hybrid, they’re also breaking traditional silos, moving more fluidly between pixel-perfect and expressive design.

For a decade, I worked at the edges of disciplines—not quite a writer, not quite a designer, not quite a strategist. In startup land, this wasn’t unusual. These teams needed people who could context-switch between growth experiments and UX copywriting, or jump from onboarding new users to brainstorming a marketing campaign.