JH.
Creative leadership for complex B2B ideas

I build creative systems that turn complexity into clear, coherent campaigns.

I’m Joe Holeman, a creative leader focused on visual brand identity, integrated GTM work, and the teams and systems that help global organizations ship high-quality creative at scale.

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20+years of creative experience
300+projects directed annually
1,500+employees supported globally
200+points of view distributed

01 / Selected work

Four stories.
One throughline.

Building the infrastructure that helps a global creative function produce more, and more consistently, without trading away judgment or craft.

Case 01 Integrated GTM platform

Built to Shift

Giving a global business transformation platform one recognizable idea, with a visual system built to travel.

Role
Head of Creative; visual identity and creative direction
Partners
CEO, CMO, marketing, sales enablement, product owners
System
Campaign hub, thought leadership, email, events and sales content
SHIFT
StrategyCultureAI
→

The challenge

BTS needed a flexible umbrella for a fast-moving set of ideas about organizational agility, AI and the future of work, without turning every new asset into a new brand exercise.

What I led

I owned the visual brand direction and worked across executive, marketing, sales enablement and product stakeholders to make the campaign feel connected wherever the audience encountered it.

Outcome

A recognizable platform that gave many topics, formats and teams a shared creative language built to expand as the story evolved.

View public campaign

Case 02 Thought-leadership launch

The 3 Human Intelligences

Turning a complex leadership thesis into a clear, multi-format experience.

Role
Creative direction and cross-format production
Audience
Senior leaders navigating an AI-shaped workplace
Formats
Gated report, interactive HTML and presentation content
01
02
03

Human judgment
in an AI era

The challenge

A nuanced point of view needed to work as serious long-form research, a digital experience and an accessible entry point for busy executives.

What I led

I translated the core argument into a unified visual narrative and built the cross-format package so the idea retained its clarity and authority across web, editorial and presentation contexts.

Outcome

A cohesive external-facing launch featured as a primary piece of BTS thought leadership, with one idea carried consistently across formats.

View public work

Case 03 Function and systems building

Creative at Scale

Building the operating system behind a lean global creative function.

Role
Function head; team lead; hands-on builder
Team
Small team of designers and specialist contractors
Reach
Global marketing, sales and 1,500+ employees
Creative
judgment
BrandTools
TeamsAI

The challenge

Creative knowledge lived in people’s heads and disconnected files. A lean team could not support a global organization by reviewing every asset or rebuilding the same production mechanics by hand.

What I built

I established the visual brand system, developed the team and contractor model, and created human- and AI-readable standards, templates and quality gates that made the right creative decisions repeatable.

Outcome

A small creative organization capable of directing 300+ projects a year, supporting global teams while keeping strategic judgment in human hands.

Case 04 Evidence-led execution

Global Conference 2026

Owning creative for the company’s biggest live moment, end to end.

Role
Creative lead across brand, content and capture
Scope
Identity, presentation system, photography and video
Decision
Reallocated spend toward the content people watched
STHLM
2026
Full sessions≈10
Daily insights300+

The challenge

A hard date, expanding coverage needs and a real budget constraint demanded more than a visual identity. It required a clear argument for where creative investment would create the most value.

What I led

I built the conference identity and presenter-safe template, compared coverage scenarios, wrote executive and vendor briefs, and designed a transcript-driven post-production workflow with the global team.

Outcome

Historical audience behavior, 300+ views for short daily interviews versus roughly 10 for full recordings, shifted the recommendation toward the format that people actually used.

02 / About

Builder.
Partner.
Practitioner.

I’ve spent 11 years at BTS building the creative capability the company did not have when I arrived.

Today I lead visual brand identity and partner with the CEO, CMO, marketing leadership, sales enablement and product owners. I lead a small team of designers and contractors while staying close to the work: shaping narratives, building systems and setting the creative bar.

My best work lives where complexity is high, the audience is senior and the organization needs both a strong idea and a practical way to scale it.

01Integrated campaign systems
02Creative function building
03Brand identity & stewardship
04Executive storytelling
05AI-enabled creative operations
06Team leadership & development