Rachel McCaslin

About Rachel McCaslin

I’m Rachel McCaslin, a multi-disciplinary designer who wears a lot of hats—comfortably operating as a Visual Designer, Senior Brand Designer, Graphic Designer, and Product Designer—depending on what the work calls for. I’m based in New York, NY, and specialize at the intersection of graphic design, UX/UI, and brand systems, creating visually compelling, user-centered design that scales across growth, marketing, and product surfaces.I’m currently part of the HBO Max Brand & Creative team, where I design for global 360° and 180° campaigns spanning email, paid media, and in-product UI. My work supports major initiatives across onboarding, upper-funnel advertising, promotions, and seasonal moments—translating brand strategy into cohesive, high-impact visuals across touchpoints.Over the past two years, I’ve led and contributed to several large-scale campaigns, including the Magic Bundle and Starz + Max Bundle 360 launches. This work involved developing reusable email templates and digital asset systems, collaborating cross-functionally with partners like Disney, Starz, Amazon, and internal product and marketing teams, and delivering hundreds of assets across platforms such as Amazon Prime, Fire TV, DSP ads, and CRM. I’ve also designed product UI assets for HBO Max 180 campaigns—covering holidays, diversity initiatives, and promotional moments—across Immersive Heroes, Tiles, Headers, and Themed Rails.Beyond campaign work, I co-led a platform redesign for genre tiles to support A/B testing of a new nano tile feature, responding to evolving research insights and iterating rapidly to deliver multiple concept directions. I was also a contributing designer on the Brand & Creative team when HBO Max was awarded Apple’s 2025 App of the Year, helping drive UI/UX improvements and visual system refinements that elevated the app’s premium feel.Previously, I held design roles at DraftKings and Caesars Digital, working on high-volume digital and print projects across Sportsbook, Casino, and CRM campaigns. Earlier in my career, I freelanced internationally across 35 countries, building adaptability and a global design perspective. I hold a BFA in Fine Art from the University of Mississippi and completed a UX/UI Design certification through CareerFoundry.Always excited by thoughtful collaboration, complex problems, and opportunities to push design systems forward.

Experience

1. Senior Designer

   Hbo

   Jan 2024 — Present · New York, NY, US

   Senior Visual Designer on the team awarded Apple’s 2025 App of the Year; contributed to UI/UX improvements and visual system refinements aimed at elevating the user experience and positioning the app as a more premium offering. Spearheaded Design for Max’s Magic Bundle Email & Advertising CampaignsDesigned the visual experience for the onboarding email journey by originating new UI modules and pairing with existing components from our approved DLS. Resulted in a +0.09 percentage point lift in CTR for bundle emails compared to similar retail journeys, with highest engagement seen on activation. Designed Starz + Max Bundle Campaign Across PlatformsDeveloped the look and feel for the Starz + Max Bundle campaign under tight timelines, incorporating stakeholder feedback from Starz and Amazon. Executed three title phases and delivered 129 platform-ready assets for Amazon Prime, Fire TV, and DSP placements. Improved Discoverability via Genre Tile RedesignRedesigned platform genre tiles within an Agile Scrum process, using A/B testing and iterative design to boost user engagement and retention. Utilizing vast library of WBD IP to craft eye-catching tiles and page headers for CTV and mobile devices. Streamlined Figma Workflows for Scalable Cross-Team CollaborationBuilt structured Figma workspaces and a centralized Design Language System for R&E and in-app teams. Enhanced asset consistency and enabled faster iteration by reducing redundant work across creative and product pipelines. Elevated DEI Campaigns with Brand-Aligned VisualsEnhanced DEI storytelling by retouching and adapting talent imagery using advanced Photoshop techniques—ensuring visuals remained polished and on-brand across all touchpoints.🧠 Presented Design Work at Monthly In-App Creative SummitsCollaborated with product teams to showcase new visuals during creative summits. Voluntarily joined UX research sessions to better understand user behavior and competitor features.

Education

• University of Mississippi

  Bachelor of Fine Arts (BFA), Art

  2014 — 2018

• CareerFoundry

  User Experience & User Interface Design

  2020 — 2021

• St. Paul's Episcopal School

  GED

  2000 — 2014

• Florence University of the Arts

  Art

  2016 — 2016

• University of the Arts London

  Advertising

  2016 — 2016

Skills

• Google Adwords
• Google Analytics
• Photoshop
• Search Engine Optimization (SEO)
• Writing
• Content Marketing
• Photography
• Digital Photography
• Drawing Skills
• Adobe Creative Suite
• Painting Skills
• Graphic Design
• Social Networking
• Search Engine Marketing (Sem)
• Social Media
• Instagram
• Advertising
• Facebook
• Illustrator
• Keyword Planner
• Microsoft Office
• Video Editing
• Simpson's Trivia
• Art