Creative direction / Product / BrandDenton, Texas · DFW + Remote

FRANK SCOTT

Designing since 1997

Creative leadership.
Hands-on by choice.

I lead teams and design products, brands and marketing. Nearly 30 years of experience, with AI now part of how I design and build.

Download my résumé

Currently

Creative Director
LeadsOnline

Across the work

UI/UX & design systems
Brand identity & art direction
Marketing & creative teams
AI-driven design & development

Explore the work

Creative Director / UI/UX / AIExperience. Curiosity. Craft.

$1M

Additional sales from the fanwear vertical I built at Stack Sports.

$100K+

Annual savings from custom marketing systems at LeadsOnline.

1,700

Agents supported by the RE/MAX design and marketing team I led.

01 / Selected work

From first sketch.
To business impact.

A selection of my hands-on design work across products, brands and marketing. The thinking, the craft, and what it made possible.

LeadsOnline / Creative Director

Designing the work.
Building the tools.

The need

Bring website content and marketing workflows into custom tools built around the department’s work.

My role & approach

I designed the interfaces and built the CRM and CMS from scratch using AI development tools, working hands-on with Codex, Claude Code and agents.

The email composer brings templates, personalization, reusable content blocks and desktop/mobile previews into the campaign workflow.

1M+Emails sent through the platform

$100K+Annual savings across the custom CMS and CRM

UI/UX · AI-assisted development · Marketing automation

Custom LeadsOnline CRM email composer with content blocks, personalization controls and campaign preview

Explore the CRM · 2 screens ↗

Custom CMS & CRM / Dashboard and email composer

Corporate website / Built in Codex

From design to development.

Designed and built the new LeadsOnline corporate website entirely in Codex, bringing creative direction, UI/UX and AI-assisted development into one hands-on process.

View website redesign

External project preview; access may require sign-in.

LeadsOnline SaaS product work is confidential. Select samples are available upon request in a controlled, private setting.

DICK’S Sporting Goods → Stack Sports / Fanwear

A new way to wear
team pride.

Designed the fanwear shopping experience from early sketches and navigation flows to responsive wireframes and detailed personalization prototypes.

The initiative began at DICK’S Sporting Goods and continued following the acquisition by Stack Sports, where it generated $1 million in additional sales.

My work: UI/UX · Information architecture · Responsive design · Prototyping

$1MAdditional sales from the fanwear vertical

Fanwear low-fidelity desktop and mobile wireframes

Explore fanwear · 4 images ↗

Stack Sports / Sports Connect

Consistency across
complex products.

Designed product interfaces and shared visual standards across dashboards, reporting and registration. The work spans navigation, typography, form controls, interaction states, icons and illustrations.

Reusable components connect the design system to the screens people use every day.

My work: UI/UX · Design systems · Interaction design · Visual standards

Explore Stack Sports 4 images ↗

Across the disciplines

Brand. Campaign.
Digital.

Selected work in advertising, identity, packaging and web design. Each piece designed by me.

07 works

Campaign & art direction

Advertising, retail & motorsport

05 works

Brand & digital

Identity, packaging & websites

03 works

Product & process

Interfaces, personas & planning

02 works

XBowling

Campaign design

02 works

Warren Johnson Racing

Motorsport & sponsorship

02 works

iDisciple

Retail & web design

02 works

RE/MAX

Advertising & web design

01 works

XYCAST

Product marketing

01 works

Band X

Editorial design

A career in making.

Jan 2023 - PresentLeadsOnlineCreative Director

Direct creative strategy for SaaS product and marketing, using Codex, Claude Code and AI agents for hands-on design and development.
Built custom content management (CMS) and customer relationship management (CRM) systems to automate marketing, saving more than $100,000 annually.
Established a company-wide design system and standards for product design and marketing collateral.
Rebuilt the company website, leading creative direction, UI/UX and visual design.

2016 - 2023Stack Sports / DICK'S Sporting GoodsUI/UX Director

First four years at DICK'S Sporting Goods; continued with Stack Sports after it acquired the business.

Built Stack Sports' fanwear vertical, generating $1 million in additional sales.
Led the design team from concept to completion of a youth sports NFT suite in 90 days.
Led a 13-person team at DICK'S Sporting Goods, delivering four additional products for its digital portfolio on time and under budget.
Established brand identities, brand books and creative standards.
Aligned UX strategy with business goals through user research, user scenarios and design documentation.

2014 - 2016iDiscipleMarketing and UI/UX Director

Led a 7-person team across marketing strategy, creative, communications and public relations.
Established company identity, a brand book and creative standards.
Directed internal and external communications, marketing and PR programs, and cross-functional projects.

2012 - 2015Sports Challenge NetworkUI/UX Director

Held concurrent roles at XYCAST and Sports Challenge Network under shared private equity ownership. Continued on retainer during the transition to iDisciple.

Led a 9-person UI/UX team across web applications and interactive platforms.
Created the company identity and brand book, with standards for typography, logos, icons and interface design.
Led information architects, writers and production artists to meet messaging, technical and performance requirements.

2012 - 2014XYCASTMarketing and UI/UX Director

Designed the complete UI/UX for the XYCAST application, establishing its visual design and interaction standards.
Directed lead-generation programs and marketing plans, including KPI targets, budgets, execution and ROI tracking.
Led the creative team and projects; established the company identity, brand book and design standards.

2002 - 2010RE/MAX Greater AtlantaMarketing, Creative and UI Director

Led the design and marketing team creating sales collateral for 1,700 agents across metro Atlanta.
Created the visual identity for RE/MAX Greater Atlanta's four-year sponsorship of Atlanta Silverbacks Stadium.
Built the department's structure and processes, brand book and collateral standards.
Directed marketing plans, budgets, research and field activities; used marketing and sales reporting to guide priorities.

FRANK SCOTT

Creative leadership.
Hands-on by choice.