The Method

Listen, Map, Unblock, Align, Repeat

Built From For the Chaos

Brown arrow pointing to the right

When I asked our sales team what they needed, I didn’t get a wishlist—I got a pile of problems. I broke them down, mapped them out, and built a toolkit that worked for the people doing the work and the distributors they were trying to reach. This project spanned design, strategy, automation, logistics, content curation, and a little bit of basement-sourced magic.

“I mean… it’s a little rough, but I know what I’m going to say, so it’s fine...”
— A Real Sales Rep, Defending a Serious Crime
Computer screen displaying a slide with the text 'LADDAWN' and 'A Better Way to Buy'; caption below says 'this was the actual presentation'. 
The Proof

I solve problems like someone building an investigation board. Everything goes up on the wall first, then I start finding the connections. Before I touch anything, I need to understand the shape of the problem — what's broken, what's linked, and where one move might clear several things at once.

Here's what that looks like in practice.

The leave behind folder covered in notes about the broken process

The whole thing felt enormous.

So I started where I always start: with a question.

That turned into a chain of problems: forgotten meetings, broken decks, chaotic follow-up, outdated leave-behinds, and zero alignment between what the rep needed and what the distributor actually used.

And that’s when it clicked: the tools we give our sales team should work just as well for our distributors - because getting them to sell more is everyone’s goal.

So I designed a system that worked from both ends:

A shared bookings calendar with automated messages to the customer and the rep - because no one should fly out and miss the meeting.

Screenshot of Laddawn In Person Meeting Scheduler interface showing a calendar for March 2025, with a scheduled meeting on March 5 at 4:00 PM. The interface includes options to select staff, set the meeting duration to 1 hour, and add details.
Screenshot of an email confirmation settings page, with options to notify via email and send a meeting invite, and a message about reaching out a week before the meeting with a phone number.

Two fully revamped decks. The ones they use the most and reflect the brand.
Modular, modern, with everyone in mind.

Laddawn 101

A sample kit disguised as a leave-behind, packed in our own products, featuring branded gear, QR codes, and a pocket-sized guide that replaced the outdated trifold everyone weirdly missed.

White packaging bag with black text that reads, "Yeah, we're doing new stuff to the site all the time." The bag features social media icons, a QR code, and some smaller images of products at the bottom.
A collection of marketing materials including booklets and pamphlets related to flexible packaging and product branding, with a call-to-action button that says 'Download Our Sales Kickstarter'.

A digital version of the kit, auto-sent after the meeting while the conversation is still warm.

Screenshot of an email reminder scheduling interface with two reminders set. The first reminder is for one week before the appointment, sent to the customer, with a message about an upcoming in-person meeting. The second reminder is for one day before, also sent to the customer, with a message about an upcoming in-person meeting.
A collection of office or craft supplies including a graphic design magazine, a flexible pocket guide, a resealable bag, a USB drive, and various plastic bags with labels, some containing pens and a wooden tray, all arranged on a flat surface.

And a mobile form that arrives in the rep’s inbox 15 minutes in - so by the time they’re back in the car, they can log what happened and what needs to happen next.

Illustration of six raised hands with different black and white stripes, set against a yellow background with small star shapes, above text asking 'So, how'd your meeting go?' and a brown 'Start now' button.
Screenshot of email follow-up setup, including options for timing, recipient, and message content about a loved meeting and digital leave.

Poly 101

Every piece of content was either built from scratch or pulled together from different corners of the business: manufacturing, customer service, product specs, lead times, even how the website quotes. It wasn’t just marketing. It wasn’t even a formal project.


It was just broken. So I fixed it.