What is TSIA?
TSIA (Technology Services Industry Association) is a subscription-based research and advisory firm that helps technology and services companies achieve profitable growth. They provide data-driven insights, business frameworks, benchmarking, and expert guidance across areas like customer success, professional services, managed services, field services, and more — serving industries including SaaS, IT infrastructure, industrial equipment, and healthcare technology.
As their art director, I helped:
Art directed the visual launch of TSIA Intelligence, an enterprise AI tool, driving user awareness and engagement through integrated video, digital, experiential, and social marketing campaigns.
Orchestrate comprehensive visual branding and environmental design for premier industry conferences, including: Envision 2024/2025, Interact 2025, Technology Services World 2026, and the exclusive TSIA Board Summit 2026.
Partner with Product Designers to architect user-centric wireframes and UX layouts, successfully aligning brand identity with digital product interfaces.
Designed and produced high-impact e-books that translated complex proprietary insights into visually engaging, revenue-driving marketing assets.
Developed scalable visual frameworks and design systems to standardize the presentation of research papers and streamline future promotional workflows.
Executed the complete rebranding of the TECHtonic Podcast, modernizing the visual identity for the flagship platform hosted by TSIA’s lead researcher.
TSIA INTELLIGENCE
TSIA Intelligence is a specialized, AI-powered research and inquiry engine developed for TSIA members. Unlike public, general-purpose AI tools that scan the open internet, TSIA Intelligence is a domain-specific system designed exclusively for professionals and leaders in the technology and B2B services sectors.
To launch this flagship feature, I spearheaded an integrated, multi-channel marketing campaign encompassing: informational video content, digital promotions, a target social media campaign and a large-format conference display booth for live event rollouts.
AI ECONOMICS™
AI Economics™ is TSIA’s flagship framework exploring how AI is disrupting traditional B2B tech business models by replacing legacy "per-user" licensing with outcome-based pricing. To bring this disruptive macro-economic concept to market, I guided the creative execution of an integrated launch campaign—directing the design and production of premium research e-books, comprehensive digital promotions, targeted social campaigns, and high-impact informative video content.
BOARD SUMMIT CONFERENCE EVENT
The TSIA Board Summit is a private, invitation-only executive forum hosted by TSIA. Unlike the larger, public conferences (Interact and Envision), the Board Summit is designed specifically as a retreat-style gathering for senior tech executives, C-level leaders, and TSIA Advisory Board members. The summit acts as a closed-door environment where leaders can step away from day-to-day operations to focus on high-level, structural strategy.
I conceptualized and established the master visual identity, creative tone, and environmental aesthetic for Board SUMMIT. The resulting design framework translated the summit's premium, confidential nature into sophisticated digital assets, bespoke print collateral, and an intimate, high-end event space design.
INTERACT AND ENVISIONS CONFERENCE EVENTS
Interact and Envision are the two premier annual flagship conferences hosted for executives and leaders within the technology services sector. For these high-profile events, I conceptualized and developed the overarching brand identity and comprehensive visuals. These scalable design assets established the creative blueprint used cross-functionally across all marketing, environmental, and product teams to ensure absolute brand alignment.
BROADCAST/WEB
To elevate TSIA's brand awareness within the enterprise tech landscape, I led the creative execution of a three-part commercial campaign built around the organization's core tagline, “Make smart decisions.” This integrated broadcast and web series translated proprietary B2B data into dynamic, human-centric visual stories, establishing a cohesive aesthetic blueprint for all subsequent digital video marketing at the company.
PERFORMANCE OPTIMIZER
TSIA's Performance Optimizer is a digital benchmarking platform that empowers B2B technology organizations to analyze performance metrics against industry peers, uncover operational gaps, and accelerate strategic growth. The platform ingests data across diverse service disciplines to generate tailored benchmarking insights, diagnostic prescriptions, and actionable corporate roadmaps. To bring this enterprise feature to market, I led the end-to-end creative launch strategy—overseeing the design and production of high-converting digital marketing assets, targeted social media campaigns, and dynamic informational video content.
