About — 2026
I'm Jennifer Woockman — a seasoned visual designer turned product builder rooted in the Midwest. I started in brand identity — type, logos, brand systems — and spent the second half of the last decade designing digital products inside two small startups. The two disciplines used to live on different desks. I don't think they should.
These days my time breaks down pretty simply: 70% design, 25% coffee-fueled creativity, and 5% LEGO masterpieces. I take on a small number of projects each year — usually three or four. That's not scarcity for effect; it's how I make the work I want to make. Every engagement gets the founders in a room for the first week, and my hands on every deliverable.
I work best with teams between five and forty people who have a real point of view and need help making it legible. If you're at that stage, get in touch.
A week with the founders. The brief usually isn't the brief.
A short strategy document — positioning, voice, the things we're choosing not to do.
Two or three real directions. Not moodboards — drawn, set, and ready to live.
One direction, taken further than feels reasonable. Built into a system.
Files, guidelines, and an hour of training so your team owns it.