Hi, I’m Jenny. Creative director and designer living in Santa Barbara. I help create brand & digital experiences for startups, small enterprises, and major corporations. I have been working in the design industry for 15+ years.

Companies I've Worked With:



The Fund for Santa Barbara


Silverander Communications


Hard Skills:






After Effects



Google Workspace


Soft Skills:

Team Leadership

Creative Direction

Creative Mentorship

Brand Management

Resource Allocations

Talent Acquisitions


I’m hooked on helping companies reach their full potential utilizing end-to-end design, design strategy, & creative leadership,

I hold a Bachelor of Fine Arts degree in Visual Arts and boast more than 15 years of experience in the design field. Over this period, I have finely tuned my expertise in design principles, creative strategy, and the realms of brand development and management. My proficiency extends to the use of design tools like Adobe Creative Suite and Figma, complemented by a deep understanding of B2B and SaaS marketing strategies.

My experience spans working with startups, small enterprises, and major corporations alike and covers a diverse array of creative disciplines, encompassing digital + print design, creative leadership, brand systems + management, content + collateral creation, event design, video + photography direction, UI design, environmental design, typography, and nomenclature.

Jenny VanSeters / Creative Director & Artist

BA of Fine Arts, Visual Arts

Stockton University (NJ)

Associates in Arts, Fine Arts

Northampton College (PA)

Data Visualization

Edward Tuft Course


Sr. Art Director
AppFolio, Inc.
May 2018 - Nov 2023

AppFolio is at the forefront of revolutionizing the real estate industry, offering cutting-edge B2B technology that empowers property and investment managers to streamline and automate their portfolios through a single platform. With a customer base of 19,000+, AppFolio effectively manages over 7M units and boasts a team of 1800+ employees.

Played a pivotal role in defining and elevating the AppFolio Investment Manager brand as the market leader, propelling it from its startup phase to industry dominance in less than three years since the product launch. Earned the product brand notable recognition by securing the top-ranking position for SMB real estate investment software on G2.

Played a strategic role in the remarkable expansion of AppFolio's customer base, increasing it from 100 to over 1,500 by creating a trust-worthy brand that resonates deeply with AppFolio customers. This expansion brought significant revenue growth, soaring from $500K to $16M, and successfully achieved three consecutive months with $1 million in revenue in 2023.

Guided AppFolio Investment Manager through a strategic rename, re-brand, and domain consolidation initiative, harmonizing it with AppFolio Property Manager. This deliberate move aimed to offer audiences improved clarity and a unified brand experience.

Contributed directly to the creation of AppFolio Investment Manager's comprehensive brand kit-of-parts, incorporating creative assets, messaging, and storytelling. This kit was strategically crafted for use in multi-channel campaigns and played a pivotal role in enhancing people's perceptions of the brand, fostering inspiration and encouraging meaningful engagement.

Collaborated with internal art directors, designers, marketing, sales, client services, and product teams to pinpoint customer-centric solutions, fostering the growth of new business.

Played a pivotal role in conceiving, naming, and launching three value added services, notably AppFolio AlphaTM— AppFolio’s newest AI-powered asset management solution.

Efficiently managed the end-to-end process of all creative projects, coordinating with internal and external creative and project management teams. Ensured seamless communication with key stakeholders and department leaders to maintain cohesion throughout the project life-cycle.

Organized comprehensive selection process for external creative agencies and freelancers; validated their performance through regular, rigorous assessments.

Mentored senior and junior designers, boosting their career growth and team productivity.

Art Director
Procore Technologies
Jul 2016 - Apr 2018

Procore is a global construction management platform with four product lines designed to connect all stakeholders throughout the construction life-cycle.. Procore boasts 10,000+ customers, and 1.6+ million users of its products in more than 125 countries, with a dedicated team of 3,500+ employees.

Directed a diverse array of creative marketing assets, including brochures, print/digital ads, social media campaigns, landing pages, and sales collateral, identity systems, educational materials and videos.

Executed and branded Procore's annual "Groundbreak" conference, drawing a crowd of 4,000 attendees.

Translated complex national and international account-based marketing objectives into captivating visuals that resonated with target audiences and drove clicks.

Maintained communication within a 100+ member marketing team for goal alignment.

Managed simultaneous print and digital campaigns, ensuring flawless execution in a dynamic setting.

Boosted online presence via strategic management of company website and niche microsites.

Orchestrated swift collaborations with varied team stakeholders at fast-growing Procore.

Expanded brand visibility via specialized campaigns with Mike Rowe and NASCAR.

Enhanced junior and senior designers' skills through guidance and mentorship.

Creative Director
Jun 2015 - Jul 2016

Seattle-based start-up Daysaver pioneered cutting-edge technology that seamlessly integrates health care appointments into a patient’s personal calendar through Outlook, Google Calendar, or iCloud Calendar. This innovation significantly reduced the administrative time and costs associated with appointment scheduling. Daysaver achieved notable success by securing over $1.4 million in funding.

Lead the creative direction, brand development and product UI/UX for Daysaver

Collaborated closely with the product team to cultivated a cutting-edge platform enriched with real-time scheduling capabilities and embedded intelligence.

Produced interactive practical wireframes for demonstrations and detailed use cases, effectively communicating product functionality to diverse stakeholders.

Designed interactive and visually appealing user interfaces for both web and mobile devices, significantly enhancing overall user experience.

Collaborated extensively with lead architecture team to meticulously align design elements with technical requirements, ensuring seamless integration.

Orchestrated the strategic development and maintenance of the company's print and online brand to ensure consistent messaging across all channels.

Design Director
Silverander Communications. Creative Agency
Feb 2006 - Jun 2015

Silverander Communications was a  prominent creative agency in based in Santa Barbara, CA

During my tenure, I crafted a diverse portfolio of intricate and thoughtfully designed projects, encompassing both print and digital mediums. These projects catered to clients spanning various industries, including retail, publishing, wholesale/direct sales, manufacturing, education, and professional services.


"I've had the privilege of working closely with Jenny over the past three years at AppFolio, where she played a pivotal role in establishing the Investment Manager brand as the market leader. Jenny's creativity, leadership, and strategic thinking have been a driving force behind our success. She excels at translating marketing concepts into visually captivating designs that resonate with our customers, and her dedication to understanding our brand and industry nuances ensures that every creative piece aligns seamlessly with our strategic goals. Jenny's skillset and commitment make her a valuable addition to any team."

—Kaylin McKenney / VP, Marketing @ AppFolio, Inc. / 2023

"I had the pleasure of working with Jenny for 4 years on the AppFolio Investment Manager product at AppFolio. Jenny brings a holistic, goal-oriented approach to her design direction that prioritizes the business needs. She takes the time to painstakingly understand her audience and broader business initiatives to inform her work and is a fantastic cross functional partner. Jenny built the Investment Manager brand from the ground up, assisting in taking the brand from launch to #1 in the market in 4 short years. I have witnessed Jenny pioneer brand adoption and growth while staying nimble and managing through change--including broader org rebrands, logo changes, and name changes. Her brilliance and talent will be a key asset and differentiator for any team."

–Savanah Wernick, AppFolio, Senior Manager, Marketing Programs / 2023

"I had the pleasure of working closely with Jenny for many years at AppFolio. Our roles changed a lot, but part of the time, she was my leader and I was so lucky to be able to work under her and along side her for many years! Jenny is so talented and is such a caring and nurturing person! She gave me the space to thrive and also pushed me to be better at my craft! Her leadership, positivity, creativity, knowledge, skill, innovation, and collaboration makes her a valuable asset to have on any team that's lucky enough to have her!"

–Adrianna Craff, AppFolio, Creative Lead / 2023

"Jenny, you are an incredibly talented designer, and it was such a pleasure working with you. The Investment Manager brand would not be where it is without you, and you made such a strong impact across the entire organization. You were an amazing teammate, and I know you'll continue to do great things!"

–Sierra Newell, AppFolio, Marketing Programs Manager / 2023