mmhmm

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

Context

Relationship

Incubated at All Turtles, mmhmm relied on my design team as an embedded strategic partner. We led the development and growth of all marketing initiatives, ensuring the brand remained engaging, consistent, and mission-aligned as the product evolved.

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

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 multidisciplinary team in scaling mmhmm’s visual identity and marketing experiences. I partnered with the executive team to shape brand strategy and drive creative direction across all touchpoints, combining high-level leadership with hands-on execution to elevate the product experience.

mmhmm, brand and product idea?

Born from a viral 2020 demo, mmhmm was created by Phil Libin to replace monotonous video calls with a "live TV" experience. By allowing users to overlay themselves on slides and customize their personality, the tool turned a playful experiment into a mission-driven company. Today, mmhmm makes digital work and teaching more engaging and human.

Mission

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

What is mmhmm?

mmhmm is a video tool that makes meetings and recordings feel like live TV. It integrates with Zoom and Teams as a virtual camera, allowing you to appear alongside your slides in customizable layouts. Whether presenting live or sharing asynchronous video, mmhmm helps teams communicate more effectively and creatively.

The Work

Brand

mmhmm’s playful brand reflects its mission: making video communication joyful rather than draining. We maintain a dynamic visual system, producing creative brand marks and expressions designed to stand out on social and digital platforms.

Web Design 

The mmhmm website served as the central hub for brand storytelling, education, and conversion. We continuously evolved the site alongside each product release, refining design and functionality to ensure the web experience remained as engaging and dynamic as the app itself.

Emails and Newsletters

mmhmm’s automated email strategy drives growth by guiding users through onboarding and feature discovery. These behavior-based journeys have successfully increased adoption and reduced churn, delivering a cohesive brand experience that turns new sign-ups into loyal advocates.

Campaigns

These in-house campaigns showcase our ability to drive conversions through resourceful, high-impact creative. Developed on minimal budgets, these samples represent our team’s commitment to creative efficiency and growth.

Explain Yourself!

The "Explain Yourself" campaign showcased mmhmm’s ability to make complex ideas engaging. Produced entirely in-house by a lean team, we managed the full lifecycle from concept to post-production. Strategic landing pages ensured the campaign drove conversions while reinforcing mmhmm’s mission to transform static presentations into dynamic 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 with Product to extend the brand identity into the user interface. By creating cohesive promotional assets and refining visual design, we elevated engagement and ensured a seamless brand experience across every digital 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

Our team built a unified iconography and illustration system that scales across the entire mmhmm ecosystem. This consistent visual framework improves product usability and reinforces the brand's identity through intuitive, easy-to-digest design.

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.

heraclio@designstgy.com