B2B tech brand strategist and creative director (Apple, Adobe, Cerebras AI)
92% of B2B buyers walk into the buying process with a shortlist already made.* Clear messaging and a memorable brand are how you get there.
I'm a fractional creative director and brand strategist for funded B2B tech companies. I find the strongest true thing you can say that your competitors can't — usually already buried in your own proof — then make every part of the brand say it in copy, visually, and in motion.
When the visuals and the messaging make different arguments, buyers trust neither.
🧬 Helix: Building the brand strategy for a decade-old genomics company, on a claim competitors can't structurally copy, then I'm anchoring the refresh and its first B2B brand guide on it.
🗂 Protiviti: Turned an under-resourced design function into a strategic one, with the brand systems, templates, and asset libraries the team designs in.
⚡ Cerebras: Scaled the brand across the surfaces it gets judged on, from a 200-slide deck and the main company deck to sales enablement and social, then built a Word-to-Figma tool so approved copy reaches designers without a rebuild.
🎬 Adobe: Compressed Marketo Measure's attribution story into a 2-minute explainer, storyboarded the motion, and cleared Adobe's brand team in one round
Open for projects with B2B tech leaders and CMOs to build out your brand with foundational brand strategy: samanthajbohn@gmail.com
Samm led art direction in the time I have been in Protiviti. I didn’t meet Sam every day, but only some leave positive impressions, and one of them is Samm. I knew I could call her when I need strategic advice on new projects. Her quiet focus on brand excellence sets the standard as she handles any situation calmly and patiently ensuring alignment to brand. This is one person for me who has been an ideal art director. Any organization would be lucky to have Samm as part of the team.
GR
Garry ReynoldsRetired Head of Marketing, UK, Ireland, UAE & Italy, Robert Half & Protiviti
As Creative Director at The Argonaut, I worked closely with Samantha throughout her time on our creative services team.
From day one, she brought a strong sense of curiosity, a proactive approach to tackling challenging projects, and a constant drive to improve our processes, tools, and overall creative output. With a background that spans art and design, systems thinking, UX/UI, process design, and copywriting, Samantha consistently stood out as a thoughtful, articulate, and high-performing team member. Her ability to clearly explain her design thinking made her an invaluable collaborator across disciplines.
Samantha’s friendly demeanor and sharp eye for detail made her a joy to work with. I strongly recommend her for future roles in UX/UI design, graphic design, visual storytelling, presentation design, and innovation.
DC
Daniel CooperVisual Designer, Apple
Starting from scratch, Samm delivered a smart, strategic and contemporary design aimed at senior executives. She struck the perfect balance between edgy and professional in her design approach, and her instincts are spot on when it comes to finding the right approach to amplify the content to meet its' overall goals. She's a designer who really understands editorial, which is a bonus!
SB
Samantha BohnSenior Director & Global Lead, Editorial Programs, Protiviti / Editor-in-Chief, VISION by Protiviti, Protiviti
Work
Cerebras AI
Pitch deck: Restructuring 400-slide pitch deck, layering in narrative structure to make complex AI hardware positioning land with investors.
Company PowerPoint: Built ~40 custom slide templates for 1,000-person org, replacing ad hoc system with a scalable consistent framework.
Case study: Architected a 10-module, auto-layout Figma case study system, enabling the design team to produce customer stories at scale.
Brand strategy: Building brand's first B2B brand strategy and anchoring a brand refresh to this strategy as creative director.
Ops: Brought creative ops to marketing, ensuring files can always be found, opened without resistance, and are the source of truth.
Marketing: Modernized brand expression across case studies, social, & tradeshow — developing a new approach for a conservative, legacy brand
Jan 2026 — Sep 2026
Cerebras
Fractional Marketing Designer
Pitch deck: Restructured 400-slide pitch deck, layering in narrative structure to make complex AI hardware positioning land with investors.
Company PowerPoint: Built ~40 custom slide templates for 1,000-person org, replacing ad hoc system with a scalable consistent framework.
AI workflows: Automated the copy handoff between marketers and designers with an AI agent — a custom Word-to-Figma plugin, which syncs copy straight into a Figma file built with auto-layout
Jan 2023 — Apr 2025
Adobe
Senior Visual Designer (Contractor with The Argonaut)
Adobe is a global software company that creates tools and cloud services for digital content, marketing automation, and document management, including Creative Cloud and Marketo.
Partnered closely with the content team and Adobe stakeholders to refine messaging, prioritize marketer benefits, and iterate storyboards through stakeholder reviews.
Storyboarded and directed a Marketo Measure explainer video — signed off in one round by Adobe's brand team, atypical for a hero asset
Produced whitepapers and social assets for Adobe Summit, maintaining strict brand compliance amid a continuously evolving corporate identity
Jan 2023 — Apr 2025
Apple
Senior Visual Designer (Contractor with The Argonaut)
Tamed a notoriously chaotic WWDC production cycle by building pixel-perfect Mac Sonoma screens in Sketch to scale the entire visual system.
Pitched and led first internal photoshoot for Apple 3DVM — proving the concept and prompting my team to build a full photography practice
Translated technical complexity into executive-ready Keynote presentations, enabling C-suite decision-making at leadership level.
Visualized in-development Apple technologies across Keynotes, signage, intranet, and video — giving creative teams assets to carry forward.
Mar 2017 — Jul 2021
Protiviti
Digital Art Director
Drove strategy and design of digital and brand initiatives.
Managed and built design systems for team across Xd, internal DAM, brand guides, Adobe libraries, and photography systems.
Spearheaded design of editorial site, Vision by Protiviti, which included IA, UX, UI, branding, and naming, as well as WCAG 2.0 accessibility standard.
Overhauled employee onboarding through development of interactive presentations that transformed new employee engagement.
Oversaw management of brand guide and style guides, recommending updates to VP of Marketing based on evolution of brand, trends, and competitors.
Ignited energy of content marketing team and output by designing web versions of work previously done only as long-form PDFs.
Developed prototypes for AI-powered HR tool, as well as joined the hiring team as a consultant to hire the first product designer for the firm.
Audited and then expanded the brand within the first few months from just a few asset types and templates to a flexible system praised for its ingenuity for innovating within bounds.
Identified the need for and built in partnership with marketing a playbook that established governance and UI design system for creating digital intellectual property (IP).
Developed prototypes for Protiviti's first-ever enterprise SaaS, an AI-powered HR tool.
Collaborated with QA team and internal and external development teams to hand off assets and provide documentation in an agile environment.
Nov 2011 — Nov 2016
Thelen
Digital Art Director
For 5 years, I worked at Thelen as the solo art director. Through a balance of skill sets, I designed strategic approaches for 30+ B2B and B2C clients' brands, websites and marketing.
Conducted user interviews of bakers across U.S. for Red Star Yeast, then synthesized, wrote, and delivered a new brand strategy to the marketing team.
Increased event engagement by 3,000% using an experiential strategy for a water education group.
Developed classic UI design strategies still in use today for the Upper Midwest's leading bread manufacturer.
Implemented front-end dev for several client sites as well as custom WordPress and Kentico CMS setups.
Multi-tasked as copywriter, developing copy for advertisements, publications, and websites for both B2B and B2C clients, focusing on conversational tone.
