While at Roku, I played a pivotal role in advancing and understanding brand's creative vision through cross collaboration across advertising, marketing and engineering. Our team contributed to UX strategy, by generating creative principles and guidelines applied across multiple product experiences. Scaled creative decisions via the design system (visual elements, iconography, illustrations, photography, typography, color, and motion) helping define an adaptable set of UX guidelines and components. Through partnerships we were successful at creating beautiful and usable products at scale.