mmhmm

Employer: All Turtles
Type: Series B
Industry: SAAS
Role: Sr. Design Director
Year: 2022-2024

Relationship

mmhmm was incubated at All Turtles, where my design team acted as an embedded strategic partner, shaping and evolving the brand and supporting the product. We led the development, maintenance, and growth of key marketing initiatives, ensuring the brand remained consistent, engaging, and aligned with mmhmm’s mission.

The Team

Allie Packard — Visual Design Lead
Namika Hamasaki — Visual Design Lead
Christina King — Visual Design Lead
Carlos Rocafort — Illustration
Peter Kemne - Motion Design
David Perez — Content Lead
Lina Koh — UX and Content
Forrest Bryant — Content Director
Clio Atencio — Sr. Design Director

My responsibilities

As Sr. Design Director, I led a distributed, multidisciplinary team in defining and scaling mmhmm’s visual identity, brand, marketing experiences, and product support. I collaborated closely with the executive team to shape strategy and propose key initiatives, while driving creative direction, overseeing cross-functional collaboration, and ensuring every touchpoint delivered consistent, high-impact design. My work blended leadership and hands-on direction to grow the brand and elevate the product experience.

Services Provided

Brand Strategy
Visual Identity
UX & UI Design
Copywriting
Motion Design
Growth Design
Advertising
Partnerships
Physical and Digital Events
Creative services
In-App Brand extension
Swag

Context

mmhmm, brand and product idea?

In 2020, Phil Libin (Evernote co-founder) and his team at All Turtles set out to fix the monotony of endless Zoom calls. They built a tool that made video feel more like live TV—letting presenters appear alongside slides, change backgrounds, and add personality. Phil joked he just wanted to look less like a hostage and more like a weather forecaster. The demo went viral, and the playful experiment became mmhmm, named after the sound people make on mute. Today, its mission is to make video a more joyful way to work, teach, and connect.

Mission

Making video work better — making tools for video presentation and communication that are more engaging, expressive, and less draining.

What is mmhmm?

The mmhmm app is a video communication tool designed to make online meetings, presentations, and recorded videos more engaging and interactive.

Some features are:

Virtual camera + presentation tool → It works as a virtual camera that you can use in Zoom, Google Meet, Teams, or other video apps.
Dynamic backgrounds & layouts → Lets you place yourself alongside your slides, images, or videos instead of just screen sharing.
Asynchronous video → You can record polished video messages or presentations to share instead of scheduling a live meeting.
Collaboration features → Teams can co-present or edit presentations together.
Customizable look → Adjust size, position, and background so your presentation feels more like a broadcast show than a static slideshow.

The Work

Brand

The brand is playful because mmhmm’s whole purpose is to make video communication fun, expressive, and human — the opposite of boring, draining meetings.

We created and keep up to date with new brand expressions based on company and market needs. One constant objective for the product and brand was to create fun and creative brand marks that could be leveraged across social and digital channels.

Web Design

The mmhmm website was more than a marketing tool — it was the company’s central hub for brand storytelling, product education, and customer conversion. It introduced users to mmhmm’s playful mission, showcased new features, and guided people seamlessly from curiosity to adoption.

The team worked constantly to refine and expand the site, updating design, content, and functionality with each product release. This ensured the website not only reflected mmhmm’s evolving innovations but also delivered an experience as engaging and dynamic as the app itself.

Emails and Newsletters

mmhmm’s automated, personalized Email Journeys guide users from sign-up through onboarding, feature discovery, and retention—showing the product’s value at every step. By delivering timely, behavior-based content, they’ve boosted adoption, reduced churn, and built stronger engagement, while reinforcing the brand’s voice and mission to drive growth and loyalty.

Campaigns

During my time at All Turtles, we developed multiple campaigns to attract and convert prospects—most of which were created entirely in-house with minimal budget, showcasing our resourcefulness and creativity. Below are some samples of available in-house creatives.

Explain Yourself!

The "Explain Yourself" campaign highlighted mmhmm’s mission to make complex ideas clear and engaging. Created entirely in-house by a lean team, we managed everything from concept and messaging to design, production, and post. We also built strategic landing pages tailored to convert users, ensuring the campaign not only reinforced mmhmm’s playful, human-centric brand but also showcased the app’s power to transform presentations into dynamic, effective experiences.

How Did You Do That!

The “How did you do that?!” campaign highlighted mmhmm’s ability to give users communication superpowers. It showcased how the app helps people stand out in meetings or recordings across Zoom, Teams, Meet, and more—turning everyday video calls into engaging, memorable experiences.

Product Support

The Brand Design team partnered closely with Product, creating promotional assets and refining visual design to seamlessly extend the brand into the product experience. This collaboration not only elevated engagement but also ensured a consistent, cohesive expression of the brand across every touchpoint.

Hype videos

For each major release, we produced short, engaging videos that showcased new features and updates, making product improvements easy to understand and exciting to share.

Product Iconography and ilustrations

The Brand Design team collaborated with the Product team to create a cohesive iconography and illustration system, ensuring consistency across the brand and its products. The system improved usability, reinforced brand identity, and allowed users to understand features through clear, intuitive icons quickly.

Link Preview Images

The Brand Design team developed link preview images to make shared links more engaging and visually appealing. By creating consistent, on-brand visuals for social media, messaging apps, and search results, we increased click-through rates, built trust with audiences, and reinforced mmhmm’s brand identity across all digital touchpoints.

Product Backgrounds

The Brand Design team developed many backgrounds, or rooms as we call them, for the App.

AI Product Feature

The mmhmm Questions feature is an AI-powered tool designed to help users create videos naturally, without writing a script. Acting like a guided interview, users provide a topic, and the AI generates thoughtful follow-up questions. By answering in their own words and voice, users produce authentic, unscripted video narratives that feel engaging and personal.

In-App Presentation Templates

The brand team also created several presentation templates that became a crucial part of the product experience, helping users get started on creating their presentations.

Product Update Communications

Each product update and new feature was announced through email, supported by a dedicated landing page, and reinforced directly in-app to ensure users stayed informed and engaged.

Others

The Brand team created numerous strategic assets to support the success of the brand and product. In this selection, you can see a mix of work that includes blog posts, presentations, animations, illustrations, swag, landing pages, and digital events

"Remote Works" Event

The Brand team created the visual identity for mmhmm’s Remote Works summit (May 2024), a week-long event on the future of remote and hybrid work. With Phil Libin’s keynote on “fewer, better meetings,” sessions explored virtual collaboration, hybrid strategies, and video communication. The event showcased practical tools and reinforced mmhmm’s mission to make video interactions more engaging and effective.

The work in this project was created by a small, scrappy, and fully remote team that balanced multiple projects while staying focused on mmhmm’s success (now known as Airtime Tools). Despite limited resources, the team’s dedication, creativity, and collaboration made a lasting impact on the brand and product.