From the workbench

A curated collection of design details, process visuals, and standalone executions that highlight day-to-day craft.

An illustrative sketch of a flower

Details

OlmoEarth design system

Extended Ai2's core design system with a dedicated layer for OlmoEarth-specific components.

design system detail

Ai2 Playground

Sweated the small details to make a technically dense tool feel simple to use.

Playground details

Starbucks – How to Brew

Helped reimagine Starbucks' How to Brew section with animated SVGs and immersive video to bring each method to life.

How to Brew detail

Process

EarthRanger

Met the rangers and analysts EarthRanger was built for, and grounded the product in their actual field workflows. 10+ years later, it's used in more than 80 countries by over 900 conservation sites.

user research collage

OlmoEarth

Mapped the existing user journey to surface workflow gaps in this 0→1 product, using it to inform and validate prototypes as development continued.

mapping

Starbucks Rewards

Designed the Rewards bar to flex from a brand-new user's minimal info to a Gold member's full detail – legible on mobile, across languages. A glimpse at some of the studies behind it.

Rewards sketches

Selects

AI2/Skylight conference invite

Broke from brand guidelines to design a playful, eye-catching invite for a conference reception.

invite

Allen Coral Atlas

Designed the site and product roadmap for Allen Coral Atlas, a Vulcan project mapping the world's coral reefs.

Allen Coral Atlas

Creative Justice

Designed a website and digital brand guide for Creative Justice, an arts-based alternative to incarceration pairing mentors with at-risk youth.

Creative Justice

2012 election shareables

A handful of the dozens of shareable graphics churned out in the lead-up to the 2012 election – some days, several in a single day.

shareable graphics

DNC brand execution

Executed the rollout of the new Democrats brand, including designing business stationery and exploring customized brand applications for state and local party chapters.

Democrats brand execution

2012 “I’M IN!” cards

Data showed that asking people to formally commit to voting meaningfully increased the likelihood they'd follow through, so I designed cards we used as both a commitment device and a volunteer recruitment tool.

2012 "I'M IN!" cards

Brand identities

Designing brand identities from scratch – logo through style guide – sharpens how I approach evolving existing brand systems.

Logos & brand identity

Let's work together

© 2026 Karen Goodfellow

From the workbench

A curated collection of design details, process visuals, and standalone executions that highlight day-to-day craft.

An illustrative sketch of a flower

Details

OlmoEarth design system

Extended Ai2's core design system with a dedicated layer for OlmoEarth-specific components.

design system detail

Ai2 Playground

Sweated the small details to make a technically dense tool feel simple to use.

Playground details

Starbucks – How to Brew

Helped reimagine Starbucks' How to Brew section with animated SVGs and immersive video to bring each method to life.

How to Brew detail

Process

EarthRanger

Met the rangers and analysts EarthRanger was built for, and grounded the product in their actual field workflows. 10+ years later, it's used in more than 80 countries by over 900 conservation sites.

user research collage

OlmoEarth

Mapped the existing user journey to surface workflow gaps in this 0→1 product, using it to inform and validate prototypes as development continued.

mapping

Starbucks Rewards

Designed the Rewards bar to flex from a brand-new user's minimal info to a Gold member's full detail – legible on mobile, across languages. A glimpse at some of the studies behind it.

Rewards sketches

Selects

AI2/Skylight conference invite

Broke from brand guidelines to design a playful, eye-catching invite for a conference reception.

invite

Allen Coral Atlas

Designed the site and product roadmap for Allen Coral Atlas, a Vulcan project mapping the world's coral reefs.

Allen Coral Atlas

Creative Justice

Designed a website and digital brand guide for Creative Justice, an arts-based alternative to incarceration pairing mentors with at-risk youth.

Creative Justice

2012 election shareables

A handful of the dozens of shareable graphics churned out in the lead-up to the 2012 election – some days, several in a single day.

shareable graphics

DNC brand execution

Executed the rollout of the new Democrats brand, including designing business stationery and exploring customized brand applications for state and local party chapters.

Democrats brand execution

2012 “I’M IN!” cards

Data showed that asking people to formally commit to voting meaningfully increased the likelihood they'd follow through, so I designed cards we used as both a commitment device and a volunteer recruitment tool.

2012 "I'M IN!" cards

Brand identities

Designing brand identities from scratch – logo through style guide – sharpens how I approach evolving existing brand systems.

Logos & brand identity

Let's work together

© 2026 Karen Goodfellow

From the workbench

A curated collection of design details, process visuals, and standalone executions that highlight day-to-day craft.

An illustrative sketch of a flower

Details

OlmoEarth design system

Extended Ai2's core design system with a dedicated layer for OlmoEarth-specific components.

design system detail

Ai2 Playground

Sweated the small details to make a technically dense tool feel simple to use.

Playground details

Starbucks – How to Brew

Helped reimagine Starbucks' How to Brew section with animated SVGs and immersive video to bring each method to life.

How to Brew detail

Process

EarthRanger

Met the rangers and analysts EarthRanger was built for, and grounded the product in their actual field workflows. 10+ years later, it's used in more than 80 countries by over 900 conservation sites.

user research collage

OlmoEarth

Mapped the existing user journey to surface workflow gaps in this 0→1 product, using it to inform and validate prototypes as development continued.

mapping

Starbucks Rewards

Designed the Rewards bar to flex from a brand-new user's minimal info to a Gold member's full detail – legible on mobile, across languages. A glimpse at some of the studies behind it.

Rewards sketches

Selects

AI2/Skylight conference invite

Broke from brand guidelines to design a playful, eye-catching invite for a conference reception.

invite

Allen Coral Atlas

Designed the site and product roadmap for Allen Coral Atlas, a Vulcan project mapping the world's coral reefs.

Allen Coral Atlas

Creative Justice

Designed a website and digital brand guide for Creative Justice, an arts-based alternative to incarceration pairing mentors with at-risk youth.

Creative Justice

2012 election shareables

A handful of the dozens of shareable graphics churned out in the lead-up to the 2012 election – some days, several in a single day.

shareable graphics

DNC brand execution

Executed the rollout of the new Democrats brand, including designing business stationery and exploring customized brand applications for state and local party chapters.

Democrats brand execution

2012 “I’M IN!” cards

Data showed that asking people to formally commit to voting meaningfully increased the likelihood they'd follow through, so I designed cards we used as both a commitment device and a volunteer recruitment tool.

2012 "I'M IN!" cards

Brand identities

Designing brand identities from scratch – logo through style guide – sharpens how I approach evolving existing brand systems.

Logos & brand identity

Let's work together

© 2026 Karen Goodfellow