Sumtotal + Cornerstone - Marketing + Branding -

Designing for Talent Success. Anytime, Anywhere

Crafting Engaging Brand Experiences for Enterprise Learning Platforms

SumTotal, now part of Cornerstone OnDemand, is a talent development platform that offers comprehensive learning and workforce management solutions for enterprises. It helps organizations train, upskill, and manage their employees through tools like learning management systems (LMS), performance tracking, succession planning, and talent acquisition.

Frequently used by large corporations, SumTotal delivers personalized learning experiences that drive compliance, growth, and workforce productivity. In 2022, its acquisition by Cornerstone further expanded its impact and reach within the enterprise learning space.

Role: Sole Graphic Designer + Brand Designer

Industry: Corporate Learning & Talent Development (B2B SaaS)

Tools: Photoshop, Illustrator, InDesign, Teams, Zoom

Duration: 2021 – 2023

As the sole graphic designer supporting SumTotal’s marketing and branding initiatives, I was responsible for creating a wide range of visual assets that effectively communicated the platform’s value as a comprehensive talent development solution. My work encompassed digital campaigns, sales collateral, event graphics, webinars, product datasheets, and social media assets, ensuring brand consistency across every touchpoint.

I collaborated closely with marketing, product, and sales teams to translate complex enterprise solutions—like learning management, performance tracking, succession planning, and workforce planning—into clear, compelling, and visually engaging communications. By establishing a cohesive visual language and strategic design system, I helped position SumTotal as a modern, enterprise-ready platform, enhancing its credibility and differentiation in a highly competitive B2B SaaS landscape.

Beyond design execution, I focused on driving engagement and clarity, ensuring each asset not only looked polished but also effectively educated audiences, reinforced messaging, and strengthened brand perception. This end-to-end design support contributed to the platform’s recognition as a leading solution for talent development and workforce productivity, particularly following its acquisition by Cornerstone OnDemand.

ELEVATING CORPORATE COMMUNICATIONS ACROSS EVERY TOUCHPOINT

From infographics to social media campaigns, corporate communications design solutions help businesses convey complex information clearly, engage audiences effectively, and reinforce brand authority. Each asset is crafted with precision, ensuring that messaging is not only visually compelling but also strategically aligned with business objectives.

By integrating strategic design thinking with UX principles, every asset I created not only looked polished and professional but also guided users through complex information with clarity and ease. Each infographic, datasheet, and digital asset was designed to simplify intricate enterprise workflows, making learning management, performance tracking, and workforce planning more accessible to diverse audiences.

Beyond aesthetics, my work focused on enhancing engagement and building trust. Clear visual hierarchies, consistent branding, and intuitive layouts ensured that stakeholders—whether HR professionals, executives, or employees—could quickly grasp key insights, take meaningful action, and feel confident in the platform’s capabilities.

This holistic design approach positioned SumTotal as a modern, enterprise-ready solution in the competitive B2B SaaS market. Following its acquisition by Cornerstone OnDemand, these assets further strengthened the platform’s credibility, reinforced brand authority, and supported marketing initiatives that drove adoption, awareness, and measurable business outcomes.

By combining creativity, usability, and strategic thinking, every touchpoint became an opportunity to communicate value, inspire confidence, and foster lasting relationships with users across the enterprise landscape.

Transformed dense data and metrics into visually engaging, easy-to-understand graphics that helped executives, managers, and employees quickly grasp key insights. By using clear hierarchies, icons, and color coding, these infographics made complex concepts actionable and supported decision-making across teams.

Crafted compelling narratives that showcased measurable results, client successes, and platform impact. By combining visuals, data points, and storytelling, these case studies reinforced SumTotal’s credibility, demonstrated ROI, and helped position the platform as a trusted solution in the competitive B2B SaaS market.

Designed concise, visually appealing datasheets that communicated product features, benefits, and specifications at a glance. These assets supported sales and marketing efforts by making complex functionalities understandable, enabling prospects to evaluate offerings efficiently, and reducing friction in the decision-making process.

Developed polished print and digital brochures that elevated visual storytelling for events, conferences, and client presentations. By integrating brand identity with compelling layouts, typography, and imagery, these brochures strengthened SumTotal’s professional image and reinforced messaging across diverse audiences.

Created consistent, on-brand graphics for social media campaigns that educated, informed, and engaged target audiences. By tailoring content for each platform and maintaining visual cohesion, these tiles helped increase awareness, foster community engagement, and amplify marketing campaigns’ reach.

Designed presentation templates, slide decks, and promotional assets that guided users through complex topics with clarity. By focusing on readability, hierarchy, and visual storytelling, these graphics enhanced participant comprehension, kept audiences engaged, and reinforced SumTotal’s position as a thought leader in talent development.

Through this project, I was able to bring clarity, cohesion, and visual impact to SumTotal’s marketing and branding initiatives, creating assets that not only looked polished but also communicated the platform’s complex capabilities with simplicity and authority. From infographics to social media campaigns, webinars, brochures, and product datasheets, every piece was crafted to enhance user understanding, engagement, and trust—reinforcing SumTotal’s position as a modern, enterprise-ready solution in the competitive B2B SaaS space.

Being the sole designer on this project allowed me to shape the brand’s visual language end-to-end, ensuring consistency across all touchpoints and elevating the platform’s perception among enterprise audiences. The work contributed to measurable marketing outcomes, strengthened internal and external communications, and prepared the brand for continued growth following its acquisition by Cornerstone OnDemand.

KEY TAKEAWAYS:

Integrating UX principles into corporate design ensures clarity, engagement, and trust.
Cohesive branding across all marketing assets reinforces professional credibility in a competitive market.
End-to-end ownership of visual communications allows for strategic, consistent storytelling that drives measurable business impact.

This project reinforced my ability to translate complex enterprise solutions into accessible, visually compelling experiences, while maintaining a strong brand identity and supporting organizational goals at every level.