Project Overview
Executive Keynotes & Presentations | Brand Application | Motion Design | Communication Design
Executive Keynotes & Presentations | Brand Application | Motion Design | Communication Design
Abstract:
This case study covers my work supporting LinkedIn’s User Experience Design (UED) team during a period of overlapping product launches and executive keynotes. I delivered polished, on-brand presentation decks, expanded illustration and icon libraries, and helped establish a cohesive visual design system during a new brand rollout. The work improved clarity, consistency, and production speed under tight timelines. This ultimately enabled timely product launches, strengthening executive communications, and reducing future design debt.
This case study covers my work supporting LinkedIn’s User Experience Design (UED) team during a period of overlapping product launches and executive keynotes. I delivered polished, on-brand presentation decks, expanded illustration and icon libraries, and helped establish a cohesive visual design system during a new brand rollout. The work improved clarity, consistency, and production speed under tight timelines. This ultimately enabled timely product launches, strengthening executive communications, and reducing future design debt.
Key Points:
➡️ The UED team faced overflow demand and compressed timelines while preparing executive decks for high-visibility launches and events.
➡️ Partnered with executives and senior leaders to shape narrative flow, visual hierarchy, and strategic storytelling.
➡️ Built a comprehensive presentation design kit, including reusable illustrations, icons, and slide templates to accelerate future work.
➡️ Ensured precise implementation of new brand guidelines and updated design system components across all deliverables.
➡️ Leveraged motion and animation to enhance storytelling in executive keynotes and product announcements.
➡️ Expanded the internal asset library, improving long-term efficiency and reducing design debt across multiple teams.
➡️ Strengthened internal confidence in external design support through reliable delivery under shifting timelines and evolving requirements.
➡️ Demonstrated adaptability by navigating changing content, moving deadlines, and an evolving brand rollout.
➡️ The UED team faced overflow demand and compressed timelines while preparing executive decks for high-visibility launches and events.
➡️ Partnered with executives and senior leaders to shape narrative flow, visual hierarchy, and strategic storytelling.
➡️ Built a comprehensive presentation design kit, including reusable illustrations, icons, and slide templates to accelerate future work.
➡️ Ensured precise implementation of new brand guidelines and updated design system components across all deliverables.
➡️ Leveraged motion and animation to enhance storytelling in executive keynotes and product announcements.
➡️ Expanded the internal asset library, improving long-term efficiency and reducing design debt across multiple teams.
➡️ Strengthened internal confidence in external design support through reliable delivery under shifting timelines and evolving requirements.
➡️ Demonstrated adaptability by navigating changing content, moving deadlines, and an evolving brand rollout.
⬇️ Read the full story to see how it all came together. ⬇️
Intro / Background
LinkedIn’s User Experience Design (UED) team supports a wide range of initiatives from product design and launches to internal tools. The team also owns all high-level presentations for executives, including C-level and VP keynotes.
Their approach to presentations mirrors how they design products: Storytelling-driven, centered on clarity, and built to inspire confidence and alignment across audiences.
During a period of overlapping launches and keynotes, the team needed extra help. I was brought in to support executive presentations while contributing to other UED initiatives that required fast, high-quality design.
This case study explores one key question:
How can design bring clarity, persuasion, and consistency to executive storytelling, even under tight timelines?
How can design bring clarity, persuasion, and consistency to executive storytelling, even under tight timelines?
The Problem
At LinkedIn, presentations are not just slides; they're a core part of leadership communication. So much so that the creation of executive decks falls under the responsibility of the Product-UED team. This structure ensures that presentation design upholds a product-centered mindset. Here, storytelling is strategy, driving clarity and alignment, and bold thinking is translated directly through design. Executives use these presentations to launch products, share vision, and rally teams. But when multiple events happen at once, even large teams can become stretched thin.
Executive decks also carry higher expectations. Every detail reflects on the brand. The challenge was to produce clean, confident, high-stakes presentations quickly, while staying aligned with LinkedIn’s evolving design system.
The key challenges and pain points were:
❌ Overflow demand: The UED team couldn’t keep pace with simultaneous launches, summits, and executive keynotes.
❌ High stakes: Presentations needed to impress senior leaders and global audiences without errors.
❌ Brand consistency: Decks had to align with the updated design system and maintain a unified voice.
❌ Compressed timelines: Events moved fast, leaving little time for iteration or polish.
❌ Overflow demand: The UED team couldn’t keep pace with simultaneous launches, summits, and executive keynotes.
❌ High stakes: Presentations needed to impress senior leaders and global audiences without errors.
❌ Brand consistency: Decks had to align with the updated design system and maintain a unified voice.
❌ Compressed timelines: Events moved fast, leaving little time for iteration or polish.
My Role
➡ Designed executive-level presentations for product launches, summits, and internal keynotes
➡ Partnered with executives and C-level leaders on storytelling and content flow
➡ Expanded the illustration and icon libraries to support broader UED projects
➡ Helped improve consistency across presentations, events, and internal tools
➡ Adapted to high-volume, short-turnaround work while maintaining quality
➡ Tools used: Word, Photoshop, Illustrator, PowerPoint, Teams
➡ Partnered with executives and C-level leaders on storytelling and content flow
➡ Expanded the illustration and icon libraries to support broader UED projects
➡ Helped improve consistency across presentations, events, and internal tools
➡ Adapted to high-volume, short-turnaround work while maintaining quality
➡ Tools used: Word, Photoshop, Illustrator, PowerPoint, Teams
Extended contributions beyond presentations at LinkedIn spanned motion design, illustration, iconography, infographics, and internal web app UI audit and strategy.
For executive keynotes, I leaned into animation and motion effects to elevate the storytelling. These examples are from Mohak Schroff's (SVP, Engineering) and Christina Hall’s (SVP, Global Talent) keynotes, where smooth transitions and dynamic pacing kept the audience engaged throughout.
Preface: These selected screenshots don’t represent the full visual, animation, or narrative flow of the deck. Any confidential data has been removed or altered for this case study.
This particular deck was built shortly after LinkedIn launched its updated brand campaign. Since it was still new to me — and even to the team in many ways — I had to adapt quickly. With years of experience, I’ve found that working with new brand guidelines and design systems is often part of the job, and something I enjoy tackling.
I especially liked this presentation because it focused on LinkedIn employees. It was refreshing to create something centered on human stories rather than a deck focused solely on numbers and bullet points.
Challenges + Learnings
Working directly with executives brought both excitement and pressure. Every presentation had to feel polished and persuasive, often with little time for review. Staying calm, organized, and flexible was key.
Another challenge was context switching. I was often pulled into different projects, which meant shifting gears quickly while keeping a consistent visual language.
A third challenge was the timing of LinkedIn’s new brand system. It had just launched when I joined, so many brand rules were still being defined. Questions like “What does a section divider look like?” or “How should we apply motion?” were still being figured out.
With few examples to follow, I helped create a presentation design kit and visual patterns that the team could reuse. It was a chance to shape new standards instead of just following them. This experience reinforced how adaptable and proactive you need to be when working with new systems in real time.
Impact + Results
✅ Delivered multiple executive presentations for major launches and events under tight timelines.
✅ Elevated storytelling and clarity in leadership communications.
✅ Expanded LinkedIn’s illustration and icon resources for future reuse.
✅ Strengthened consistency across decks, events, and internal tools.
✅ Earned strong feedback from executives and the UED team for quality and speed.
✅ Elevated storytelling and clarity in leadership communications.
✅ Expanded LinkedIn’s illustration and icon resources for future reuse.
✅ Strengthened consistency across decks, events, and internal tools.
✅ Earned strong feedback from executives and the UED team for quality and speed.
Interested? Let’s connect.
