CHI THORSEN ⚡️ CREATIVE DIRECTOR
Currently leading the Brand Creative team at Carbon Direct, previously directing and designing at Apple, Thumbtack, and Routable.
I've led creative teams through transformation, growth, and storytelling challenges, shaping brands that connect with audiences and drive impact. My expertise sits at the intersection of brand strategy, design systems, and creative leadership—turning ambiguity into clear, compelling direction.
Brand Strategy
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Creative Production
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Team Leadership
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Systems Design
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Design Ops
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Video Production
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Visual Design
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Creative Direction
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Brand Strategy • Creative Production • Team Leadership • Systems Design • Design Ops • Video Production • Visual Design • Creative Direction •
Experience.
Carbon Direct
Creative & Brand Director
Led brand strategy and creative development, positioning Carbon Direct as the leader in carbon management with a consistent, user-focused brand presence
Spearheaded the migration of the website to Framer, streamlining design systems for a more cohesive experience
Developed a data visualization color system to ensure clarity, accessibility, and consistency in communicating complex carbon management data across product surfaces
Mentored a diverse team of designers, content specialist, and project manager, guiding the implementation of brand standards across internal and external touchpoints
Apr 2023 – Now
Routable
Creative Director
Apr 2022 – Oct 2023
Orchestrated a brand refresh to enhance differentiation in B2B payments through refined positioning, messaging, and art direction
Oversaw the creation of brand systems and assets that were integrated across multiple digital platforms, ensuring visual consistency and ease of use for internal teams
Worked closely with product teams to refine UX/UI elements, aligning product design with brand guidelines to enhance user experience
Developed creative strategies to differentiate Routable at industry trade shows, increasing event lead generation by 15% through targeted branding and swag experiences
Thumbtack
Head of Creative
Grew from IC to Head of Creative over 5 years, building and leading an 8-person team of designers, writers, and video producers
Led a brand expression refresh, establishing a flexible design system that aligned marketing, product, and digital experiences across all user touchpoints
Lead the development of a custom illustration system that differentiated Thumbtack’s brand, integrating these elements into the product for a seamless user experience
Apr 2017 – Mar 2022
Apple
Creative (Film & Video)
Created product launch films and global marketing content for the Film & Video team, focused on Apple’s education initiatives
Supported concept development, pre-production, and post-production workflows
Jan – Dec 2015