The problem.

The advertising landscape has become increasingly fragmented and saturated, making it harder for brands to reach and engage their audiences through traditional channels. Consumers are exposed to thousands of ads each day, reducing effectiveness and increasing the need for more authentic, contextually relevant forms of engagement.

Brand partnerships with entertainment properties offer a powerful alternative—enabling brands to align with stories, characters, and cultural moments that audiences already trust and care about. However, discovering and evaluating the right partnerships has historically been inefficient and inaccessible. The process relied heavily on agency relationships, manual research, and opaque negotiations, placing meaningful opportunities out of reach for many brands.

Even when potential partners were identified, there was no structured way to evaluate alignment, understand audience overlap, or assess strategic fit. Brands lacked the tools to confidently determine which partnerships were worth pursuing, making the process slow, uncertain, and difficult to scale.

Without a system to surface, explain, and validate partnership opportunities, brands were unable to efficiently discover and act on high-potential collaborations.

My role in solving the problem.

As the founding designer at MutualMarkets, I designed the partner discovery and evaluation experience—defining the experience architecture, interaction models, and information framework that enabled brands to identify, understand, and act on partnership opportunities with confidence.

I worked closely with founders and engineering to translate complex data, AI-driven recommendations, and entertainment metadata into a clear, structured product experience. This included designing workflows that surfaced recommended partners, explained the strategic rationale behind each match, and provided the context needed for users to evaluate alignment, audience overlap, and creative potential.

I led design from concept through implementation, creating high-fidelity prototypes and defining system behavior to ensure the experience supported both exploration and decision-making. My work established the intelligence layer of the platform—enabling brands to discover and evaluate partnerships efficiently, and creating the foundation for downstream workflows including campaign visualization, deal execution, and performance tracking.