Your design partner for

ACCOMPLISHMENTS

Amazing Barley Life

TopGear, Toptal's Merch

FreshBox, Recipe App

Constitution Global, Reresh

CREDE Group, Pitch

DUI Boss, Online Form

WasteTracking.com

PrintMo, Brand

So They Can Know

Scion XD, Hot lava

ABOUT

Builder at heart. Former agency and in-house lead. Always chasing growth.

Agency / Brand Experience

PRINCIPLES

Leading with outcomes

I start with the impact and outcome — then design the path to get there.

Simplifying the signal

Good design quiets the noise. I make what matters clear — and the complex feel simple.

Designing with intention

No wasted moves. Every detail counts — and moves the experience forward.

Building better, together

Design works best together. I bring people in early and build with them, not just for them.

Have a project, an idea, or just want to say hello? Let's connect — LinkedIn or email works best.

Ezekiel F. Flores, Creative Hybrid by Design
©     •    All rights reserved.

©     •    All rights reserved.

Amazing Barley Life
2025 (ongoing)  •  Creative Direction

Designing a wellness brand from the ground up — one that informs, empowers, and converts.

Helping shape the digital foundation of a wellness startup grounded in healing, purpose, and science. As the first design hire, I am supporting creative and design strategy, brand storytelling, social marketing, and scalable systems — an ongoing project still unfolding in real time.

Visit MPV site.

The Brief

Amazing Barley Essentials, a wellness startup offering 100% organic barley grass products, is on a mission to educate people on natural, science-backed health solutions. With no digital presence in place, I was brought in to help build awareness, credibility, and conversion through intentional design and storytelling.

My Role

As the first design hire, I am helping bring the founder's vision to life — shaping visual strategy, creating awareness campaigns, and building the systems that support a growing health brand. Core focus area includes (but was not limited to) Brand Design, UX / UI Design, Creative Strategy, Marketing Support, Storytelling, Product Awareness, Social Creative, and Content Creation.

Approach

I am collaborating closely with the founder to understand the brand's purpose, story, and values — using this foundation to guide design decisions across digital touchpoints. We are crafting a brand that is clean, science-backed, and emotionally resonant.

This includes

  • Establishing brand tone and voice through visual identity and messaging
  • Supporting product awareness with conversion-focused ads and landing pages
  • Creating visual and scalable design systems to support future site builds and content needs

Results (progress and on-going)

  • Strong brand recognition and engagement on health-focused platforms
  • Conversion-focused assets driving daily product inquiries and orders
  • Visual system evolving with the business — built for scale and flexibility

Takeaways

  • Wellness brands thrive when trust and storytelling are aligned
  • Starting lean with clarity and consistency pays off as the brand grows
  • Empathy is the most powerful design tool when health and personal healing are at the core
TopGear, Toptal's eCommerce Platform
2022  •  Product Design

Rebuilt Toptal's merch platform in-house — removing vendor friction and driving stronger engagement and sales.

Oversaw the full redesign of TopGear, Toptal's exclusive merch platform — leading UX and design strategy, stakeholder alignment, and research. The result: a scalable, user-friendly experience fully owned by the internal team, built to grow with the brand.

Key Impact Highlights

  • 92% user satisfaction rating on redesigned experience (post-launch survey)
  • Grew user base from 1,200 → 10,000+ by leveraging Toptal's global talent network
  • Fully transitioned to in-house ownership — enabling faster updates and brand control

The Brief

Toptal — a global network connecting businesses with top-tier freelance talent — needed more control. Their merch platform worked — but the third-party vendor limited fulfillment, slowed updates, and bottlenecked internal teams. We rebuilt it in-house: scalable, on-brand, and fully owned — giving Toptal complete control over its eCommerce operations.

My Role

Team Lead, Product Design. While the designer handled the UI and visual design, I led the end-to-end design process — guiding UX strategy, leading research, and ensuring alignment with both user needs and business goals. Core focus area included (but was not limited to) UX/ Design Strategy, Research Planning, Stakeholder Interviews, Mentorship, Cross-Functional Collaboration, Platform Thinking, and Oversight.

Approach

After aligning with the product manager, I partnered with stakeholders to better understand goals, vision, and internal pain points. We mapped the experience around a central question: “How might we boost engagement and sales while reducing friction caused by third-party reliance?”

Key actions

  • Simplified checkout to reduce abandonment
  • Clarified shipping options for transparency and trust
  • Tapped into Toptal's network to expand awareness and drive adoption

Results

  • A fully in-house, scalable merch platform replaced the limiting third-party system — giving the HR team full control for continuous updates and enhancements
  • Product pages, checkout, and shipping flows simplified — reducing friction and increasing trust
  • Product pages restructured to support international audiences and fulfillment

Takeaways

  • Owning the platform created flexibility and focus — enabling faster updates, stronger brand consistency, and growth through alignment across product, design, and strategy
  • UX clarity builds trust. Small details in checkout and shipping flow led to major improvements in user experience
FreshBox, Recipe App
2023  •  Product Design

MVP recipe app that made home cooking easier — with guided checklists and ingredient delivery options.

FreshBox was envisioned as a recipe app to simplify healthy home cooking by offering curated recipes and integrated delivery. I worked closely with the client to design an MVP that addressed common cooking barriers — from lack of time to uncertainty in the kitchen — and brought the concept to life through a clear, mobile-first, progressive web app experience.

Although the idea showed early promise, it was later discontinued due to low retention, market saturation, and operational challenges.

The Brief

FreshBox was imagined as a progressive web recipe app that would make home cooking more approachable. The goal: build a lean MVP to validate the idea, simplify meal prep, and explore how integrated delivery could streamline the process from inspiration to ingredients.

My Role

Freelance / Contract. As the sole designer, I led the project from concept to clickable MVP — translating the client’s idea into a functional app through research, UX strategy, and thoughtful execution. Core focus area included (but was not limited to) UX / Creative Strategy, Product Thinking, UI / Visual Design, Design Systems, Art Direction, User Flows, User Research, Usability Testing, and Mobile-First Design.

Approach

I worked closely with the client to understand goals, audience, and constraints. Based on early user needs and behaviors, we centered the work around one key question: “How do we make cooking feel fun, simple, and accessible — with as little friction as possible?”

That meant designing for three user types:

  • Busy people who don't have time to cook
  • Inexperienced cooks who don't know where to start
  • Basic home cooks who want to try more but struggle with planning or ingredients

From there, I focused on building a lean, intuitive experience:

  • Step-by-step checklists for guided meal prep
  • Clean, mobile-first UI for in-the-kitchen use
  • Lightweight, scalable design system ready for future delivery integration

The goal was not to overbuild — it was to deliver clarity, confidence, and a clear test of what mattered most.

Results

  • Delivered a functional MVP prototype covering recipe discovery, step-by-step prep, and ingredient gathering
  • Created design system and product foundation for future iterations.
  • Uncovered friction around retention, user motivation, and logistical complexity

Takeaways

  • MVPs are just the beginning — testing the designs and real behavior is what validates product-market fit
  • Even discontinued projects leave behind valuable insights, design patterns, and best practices
  • Simplicity in UX is not enough if operational complexity remains high behind the scenes
Constitution Global, Web Refresh
2018  •  Web Presence

Redefined trust in global finance — a digital refresh that tripled investor engagement.

Brought in to reposition Constitution Global's brand and digital presence, I led the UX, design strategy, and visual execution for a modern, scalable site that clarified their services and empowered business growth. Selected final deliverables from before the 2019 rebrand.

Key Impact Highlights

  • 3x engagement from investor audiences
  • 40% increase in qualified inquiries post-launch

The Brief

Constitution Global, a financial advisory firm operating across borders, needed a modern digital presence to reflect their credibility, clarify their offerings, and support future scale. Their current experience was dated, unclear, and undermined trust with institutional clients.

My Role

Freelance / Contract. As the solo designer, I led the end-to-end design process — from research and strategy to execution — shaping a scalable digital experience that clarified the brand and drove engagement. Core focus area included (but was not limited to) UX / Creative Strategy, Brand Repositioning, Stakeholder Alignment, Content Architecture, UI / Visual Design, Visual Systems, Art Direction, Responsive Web, and Scalability.

Approach

To move forward, I first asked: “What does trust look like online — and how do we make it tangible in this space?” This led to a 3-part strategy:

  • Build trust with visual clarity and consistency
  • Clarify services with modular, scannable content
  • Enable growth with a flexible, scalable design system

I mapped strategy directly to design decisions — from brand repositioning to scalable UI patterns that could evolve with the business.

Results

  • Brand repositioning aligned with investor expectations and market perception
  • Service offering clearly articulated, resulting in more relevant leads
  • Fully responsive, modular components empowered the team to update content and scale without needing design or dev support

Takeaways

  • Trust is designable — consistency, simplicity, and hierarchy drive perception
  • Business strategy and brand storytelling must be integrated, not separate
  • Starting with outcomes sharpens every design decision
CREDE Group, Homepage Concept
2018  •  Creative Direction

Elevated a homepage concept — bringing clarity, structure, and brand energy to an early-stage design.

Brought in to support CREDE Group's internal team, I transformed a raw wireframe into a bold, polished homepage concept. Using their diagonal logo motif as the main brand design element, I delivered a direction that, while not implemented, helped clarify and elevate the brand's visual identity.

  • Evolved a wireframe into a concept aligned with brand direction
  • Applied diagonal motif for visual rhythm and brand expression
  • Delivered flexible, high-impact layout to guide future expansion

The Brief

CREDE Group, a commercial real estate firm, needed help refining their homepage concept. The internal team shared a low-fidelity wireframe and sought a designer to add visual polish, interpret brand elements, and elevate the structure to set the tone for future pages.

My Role

As an external supporting designer, I helped CREDE Group's team elevate their early homepage concept — turning raw structure into a bold, scalable design aligned with the brand's tone and ambitions. Core focus area included (but was not limited to) Creative / Art Direction, Web Design, Brand Expression, Visual Design for a Pitch, Layout Exploration, and Design Support.

Approach

Starting from wireframes, I focused on bringing movement, clarity, and brand expression to the layout. The key question became: “How do we translate CREDE Group's sharp, architectural identity into a homepage experience that feels dynamic and trustworthy?”

Key actions

  • Brought structure with a responsive grid and strong visual hierarch
  • Applied diagonal motif from the logo to create directional flow
  • Selected strong architectural photography/span> to reflect their domain

Results

  • A bold design aligned with the brand's tone and industry expectations
  • Clear visual rhythm introduced through diagonal treatments
  • Elevated internal conversation around quality, consistency, and hierarchy

Takeaways

  • Small shifts elevate perception — simple design moves — when thoughtful — can reshape how a brand is seen
  • Support roles still shape outcomes — even without full ownership, contributing clarity and structure adds long-term value
DUI Boss, Online Form
2017  •  Creative Direction

Designed from zero. From spreadsheet to experience — a clear, trust-building form built to reduce stress and drive completion.

With no design in place, I turned a raw spreadsheet into a clean, step-by-step form — built to guide users through a high-stress process with clarity and care.

Key Impact Highlights

  • 100% increase in structure — from raw fields to a clear, multi-step application
  • Clearer hierarchy improved focus on key actions and reduced overwhelm
  • Positive client feedback on visual polish, usability, and brand trust alignment

The Brief

DUI Boss, a service helping users reinstate their driving privileges through SR-22 insurance, needed a streamlined online application — but had no existing form or design structure to build from. Just a Google Sheet full of raw form fields. The goal was to create a user-friendly, visually credible application experience from scratch — one that simplified the process, minimized stress, and helped users complete the form without confusion or drop-off.

My Role

As the sole designer, I transformed a raw spreadsheet of fields into a clean, intuitive multi-step form. I defined the structure, visual design, and flow end-to-end — turning complexity into clarity while reinforcing trust in a high-stress user journey. Core focus included (but was not limited to) UX / Creative Strategy, Form Architecture, Design / Art Direction, UI/ Visual Design, Design Systems, and Solo Execution.

Approach

With no prior framework, I worked from a blank slate. I began by auditing and categorizing raw data fields from the spreadsheet — identifying friction points, logical groupings, and opportunities to reduce user overwhelm. I centered the experience around a core idea: “How do we make this feel less like paperwork — and more like progress?”

Key actions

  • Broke the form into digestible, multi-step stages
  • Added visual progress indicators to reinforce momentum
  • Prioritized hierarchy, whitespace, and focus to reduce friction
  • Applied branding and tone to build credibility and reassurance

Results

  • A structured, guided form experience replaced the unstructured input list
  • Visual progress tracking improved form completion and reduced drop-off
  • User journey shifted from overwhelming to approachable

Takeaways

  • Good UX starts with empathy — stressful services need extra care in tone, pacing, and structure
  • Even “simple” forms need strategy — field order, grouping, and hierarchy impact completion
  • Trust can be designed — a clean, confident interface can shift user perception, especially in sensitive moments
WasteTracking.com
2015  •  Web Presence

Designed and built a real-time waste tracking platform — helping businesses move from manual reports to instant insights.

Worked directly with Green Halo's CEO, I turned a raw concept into a live data product that brought clarity to sustainability tracking. From dashboard to product launch landing site, the entire experience was designed for transparency, ease of use, and brand trust — serving clients from construction to education.

  • Replaced manual logins with real-time public dashboards
  • Custom branded views rolled out to 100+ businesses
  • Used across municipalities, schools, and enterprise teams

The Brief

Green Halo wanted to evolve how clients interacted with waste and recycling data. Their platform worked — but users had to log in, pull reports, and parse spreadsheets. The goal was simple: Create a public-facing product that made critical info accessible, branded, and effortless to use.

My Role

I led design and front-end development (yes, I code too) across product and marketing. Every screen — from dashboard to product launch landing site — was crafted to clarify value, express the brand, and make data digestible for every user. Core focus area included (but was not limited to) Product Thinking, Creative Strategy, UX/UI Design, Visual Systems, Art Direction, Marketing Site, and Front-End Development.

Approach

I collaborated directly with the CEO to define what clarity meant in this space. The guiding question: “How do we surface the right insights — instantly, and with zero friction?”

From there

  • Designed a responsive interface focused on legibility, scanability, and simplicity
  • Built customizable layouts so brands could own the experience
  • Created the marketing site to help launch and drive adoption

Results

  • Delivered a fully branded, responsive dashboard that elevated Green Halo's position as a leader in modern, compliant reporting — no logins, no clutter
  • Enabled clients to embed and share sustainability data across platforms
  • Supported partnerships with municipalities and school districts

Takeaways

  • Real-time tools are not just about speed — they are about trust
  • Good data design simplifies the signal, not just the interface
  • Thoughtful UX can unlock both compliance and customer acquisition
PrintMo, Brand Identity (via Keen Systems)
2015  •  Creative Direction

Brought the brand to life with a CMYK -caped monkey who made printing memorable.

Tasked with helping a digital-first print company stand out, I concepted and directed a mascot identity rooted in play, personality, and CMYK. “Mo the Monkey” became the face of the brand — brought to life in collaboration with an illustrator who executed the character design and refined visual variations across platforms. I don't take on many logo or brand identity projects, but when I do, I have a damn good time.

Key Impact Highlights

  • Original mascot ideation inspired by company name: “PrintMo” → “Mo the Monkey”
  • CMYK cape and mohawk created visual tie-in to print industry
  • Final character used across marketing, digital platform, and merchandise

The Brief

PrintMo, an early online printing platform, needed a distinct, memorable brand identity. The client wanted something playful but intentional — a mascot that could represent the brand, break industry monotony, and scale across digital and physical touchpoints.

My Role

As lead concept developer and art director at Keen Systems, a startup delivering e-commerce solutions for SMB print providers (acquired by Aleyant), I created the core character concept, brand narrative, and visual direction for PrintMo's mascot identity. Collaborated with an illustrator to execute the character design and refine variations across platforms. Core focus area included (but was not limited to) Character Ideation, Creative Direction, Art Direction, and Brand Narrative.

Approach

I led with storytelling. The brand name itself — “PrintMo” — hinted at a natural character: “Mo the Monkey.” From there, I built a brand narrative around a clever, print-obsessed monkey hero. I designed key character attributes with business alignment:

  • Cape in CMYK colors = print roots
  • Mohawk = personality and visual recognition
  • Rounded form = friendly, accessible feel
  • Multiple colorway explorations for usage flexibility — guiding the illustrator through refinement rounds, ensuring the mascot delivered across tone, clarity, and scalability

Results

  • Brought a static brand to life through a mascot with narrative and strategic relevance
  • Gave PrintMo an ownable, scalable identity that worked across formats
  • Helped the team visualize how character design can integrate brand values and market positioning

Takeaways

  • Brand mascots can do more than entertain — they can translate strategy into story
  • Visual puns (like “Mo” from “PrintMo”) are sticky, memorable, and great naming springboards
  • Art direction is as much about business alignment as aesthetics, and when form follows story, the design resonates deeper
So They Can Know, STD Partner Notification
2011  •  Product Design

A platform that empowered patients to anonymously notify at-risk partners about STDs and drive timely testing.

When stigma stops the conversation, technology picks up the slack. I helped design a discreet platform that empowers patients to anonymously notify partners and access local STD testing — all in one seamless experience.

Key Impact Highlights

  • Enabled 100% anonymous partner notifications via email
  • Integrated directory listing over 500+ local STD testing clinics
  • Achieved multiple awards and honorable mentions on MSNBC Live and CNN.com (2011)

The Brief

Patients diagnosed with STDs often hesitate to inform partners due to embarrassment or fear of judgment. The goal was to create a digital platform where patients can send anonymous notifications and guide recipients to local testing clinics.

My Role

Freelance / Contract. As the sole designer, I translated a sensitive, complex challenge into a clear, user-friendly experience. Collaborated with the founder to define scope and functionality, iterated on flows and wireframes, and delivered high-fidelity designs that balanced privacy with usability. Core focus area included (but was not limited to) UX / Design Strategy, User Interface Design, Interaction Design, Creative and Art Direction, Visual Design, and Founder Collaboration.

Approach

  • Worked closely with the founder to clarify goals and user needs
  • Mapped out flows for anonymous email notifications and user journeys
  • Developed clickable wireframes to validate design direction and functionality
  • Iterated designs to ensure clarity, privacy, and ease of use
  • Created visuals that established a trustworthy, approachable brand
  • Delivered comprehensive assets for a smooth handoff to developers

Results

  • Lowered barriers to partner notification through anonymity and thoughtfully designed flows
  • Helped increase STD testing by connecting users with local clinics
  • Received multiple awards and media recognition, amplifying impact

Takeaways

  • Early collaboration is crucial, especially for sensitive topics
  • Designing for privacy demands thoughtful UX and clear communication
  • Meaningful impact requires a balance of empathy, clarity, and function
Scion XD Hot Lava Series
2008  •  Web Presence

Brought the fire. Built the hype. An interactive concept that launched Scion xD's Hot Lava Series.

Tasked with creating a bold microsite for Scion's limited-run Hot Lava xD, I designed an immersive experience that played up the car's fiery aesthetic through interactive storytelling and gamified discovery. This pitch-winning concept melted expectations — literally.

Key Impact Highlights

  • Winning pitch direction selected by agency (produced with SolutionSet, now Epsilon)
  • Concept aligned perfectly with product story and brand vision
  • Gamified exploration increased session time

The Brief

Scion wanted to generate excitement around a limited-edition xD model with a custom “Hot Lava” finish — a color that shifts tone depending on the light. My challenge: design a microsite that not only promoted the specs but turned the car's fiery identity into an unforgettable digital experience.

My Role

Senior Art Director at Extractable (now Epsilon). I crafted the interactive concept and led the creative direction and visual design for the pitch, blending creative storytelling with motion-forward elements to energize the launch of Scion's limited-edition Hot Lava Series. While the campaign was ultimately a pitch, the concept helped shape the brand's direction for digital activations at the time. Core focus area included (but was not limited to) Visual Design, Concept Development, Creative and Art Direction, Storyboard, Visual Storytelling, and Pitch Design.

Approach

Working from the car's standout color, I anchored the concept around a molten transformation: lava melts away the standard model, revealing the tricked-out Hot Lava xD underneath. Each interactive touchpoint—like clickable manhole covers—unlocked a specific feature or detail. Once all were explored, the user could download a themed wallpaper as a reward. The result: a playful but purposeful blend of motion, mystery, and product education.

Key actions

  • Designed high-fidelity pitch concepts grounded in the color story
  • Integrated interactive hotspots to reveal specs and key features
  • Concepted a lava-melting transition to dramatize the reveal
  • Created custom screensaver as an end reward

Results

  • Winning pitch selected for its strong creative alignment with the product story
  • Interactive elements drove deeper product exploration
  • Visual storytelling elevated the perceived value of the limited-edition release

Takeaways

  • A strong visual metaphor can elevate even subtle product differentiators
  • Business strategy and brand storytelling must be integrated, not separate
  • Starting with outcomes sharpens every design decision
Your Design Partner Across Web, Product, and Brand

Who

I am a design partner with a strategic mind and a storyteller's heart — blending data and strategy with creativity and technology to build what matters most.

What

From product flows and brand systems to campaigns and websites, I build digital work that is clear, human, and conversion-aware. Whether shaping a new idea or elevating an existing one, I bring design that moves — and moves the needle.

Why

Because great design is clarity. It is connection. It is results. My goal is always the same: create work that earns its place — visually, functionally, and strategically.

Where

Based in San Francisco Bay Area, California, I collaborate with teams across time zones — helping brands and organizations grow remotely with speed, clarity, and care. My work has engaged over 1M users, launched 300+ projects, and contributed to measurable business growth.

When

Nearly two decades in, and still energized by the blank canvas. I started in agencies when Flash banners and microsites ruled the web — and I have kept evolving ever since. Today, I am here to help you build what is next.

How

With intention. With process. And always with people at the center. I work across visual systems, web, and product — building with craft, collaborating with speed, and delivering experiences that stick.

Things I do

AI Innovation
Applications
Brand Storytelling
Creative Direction
Design Strategy
Execution
Product Thinking
Research
Usability
UX / UI / IX
Visual Systems
Web Experiences

Curious to know more? Let's connect.