Brian Tucker

I’m a visual designer with a business-oriented skillset.

I develop visual identities, create sustainable systems, and implement scalable solutions.

I am passionate about the equitable treatment of all people.

Case Study

Industry Dive is an advertisement-funded journalism company that covers niche markets. They wanted a website that told their unique story and matched their new brand guide.

I was design lead and took this project from start to finish. Here are the cliffnotes:


There were several stakeholders, all with different objectives: editorial wanted to highlight journalism, sales wanted to highlight advertising, and talent acquisition wanted to highlight careers.

That’s a lot of goals! Through stakeholder interviews and subsequent brainstorms with company leadership, I was able to highlight each objective in a meaningful way.


Next I took stakeholders through the brainstorming process through wireframes and moodboards.

With stakeholders aligned, it was on to high fidelity mockups, I led the design team through exploration and ideation for styles and components based off the moodboard and wireframes.

Once those were settled, I componentized the designs and made base pages that would serve as the structure for the rest of the site.


I handed off the base pages to the junior designers who used them to build out mockups for the rest of the site while I began production.

I created the website using Webflow and the Client-First framework, starting with the base pages mockups I had created previously. This allowed me to begin developing the site while the other pages were still being created by the junior designers.

The website was going to be managed by non-designer internal users, so extra care was given to CMS implementation.


The culmination of the work left us with a site that achieved the stakeholder’s goals: a website that tells their story in a way that engages all of their audiences: readers, advertisers, and potential employees.