(base) matthew@Bellingham-WA-USA Portfolio % run
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/reforge
Reforge provides expert training & AI-powered tools for product teams.
# About
AI SaaS Startup
2022 - Present
Throughout my tenure at Reforge, I have led our brand marketing efforts, crafted marketing design assets, iterated and innovated our design system, created multiple deep-dive programs in highly collaborative pods, and conducted thorough user research to evaluate the impact of the work we did.
# Design
## Marketing Design
Since 2023, I've worked as Reforge's sole brand & marketing designer, owning branding and visuals across a number of mediums, including: organic/paid social assets, blog visuals, influencer campaign assets, email designs, product branding, and marketing videos. I also designed, drafted messaging, created animations, and built Reforge's marketing pages in Framer.
## Content Design
The heart of Reforge Learning is its seasonal cohorts when new courses are launched. I've built on 7 intensive programs, and designed 2 exclusively. From 2022 to 2024, the process of program creation is a highly collaborative one, involving SMEs, Strategy Leads (who distill insights), Content Strategists (who translate insights into plain language), and Visual Designers (who craft visuals to bring insights to life—that was me). From 2024 to 2025, the process became streamlined where I worked directly with SMEs, scripted the content, designed learning visuals solo and in collaboration with contractors, and I then curated the generation of AI voice overs trained on the course's SME and edit together the final course videos.
In 2026, I developed SmithyAI, an AI-enabled all-in-one course asset generation tool. Course admins simply upload a creator's script and the tool parses it into on-brand slides. A typical module of multiple lessons, which ranges from 15,000 - 20,000 words, can be processed and generated in under 15 minutes. The tool can reliably generate 80% of a courses visuals, with the remaining 20% being more bespoke and handled by actual designers, which transforms a process that used to weeks into one that now takes 15 minutes plus a few hours of a designer's time, freeing them up to work on more challenging and interesting work. I am also actively dialing in the tool's ability to then take those visuals, generate a realistic voiceover via ElevenLabs from the script, and edit them into ready-to-use videos for courses.
# Web
## Site Design
### SaaS Rebrand (2025)
In Q4 2025, Reforge underwent a full rebrand as part of our transition from a tech EDU platform to a SaaS platform for product builders. I led the implementation of the rebrand across all brand and marketing assets. In particular, I led and executed a 2-week sprint to implement the rebrand across our marketing site on Framer, including: designing new pages, converting pages, redesigning visuals and animations, assisting in the migration of our blog.
### Education Rebrand (2026) In Q2 2026, Reforge was acquired by Miro and much of the AI SaaS capabilities developed across our portfolio was absorbed into Miro's systems. Reforge as a brand was kept on separately as what it began as: a learning platform for tech professionals. One of my first projects, before joining the Brand team at Miro, was refreshing Reforge's brand once more to pivot from SaaS back to education. I leaned into common design patterns at AI companies, as much of our new content was focused on AI, and leveraged the typography and negative space of the recent rebrand to give Reforge its updated look without going so far as to cause whiplash. |
# Video
In addition to editing Reforge's course videos, I also created most of our marketing videos using a combination of production animations, AI video generation (using a workflow combining Nano Banana Pro, Veo 3.1, Topaz Photo, and Topaz Video), AI voiceover creation (ElevenLabs), and non-linear editors (Adobe Premiere Pro, After Effects). Most recently, my work has been used to launch a number of new products and features over the course of 2025, including: Reforge AI, Build, and Compass. I also edit the podcast, Unsolicited Feedback.
## Motion Graphics Reel
