Smart Design Built to Scale
I craft strategic web, product, and brand experiences that perform, engage users, and drive business results through an AI-integrated design process.
I craft strategic web, product, and brand experiences that perform, engage users, and drive business results through an AI-integrated design process.
• SELECTED WORK
Designed for impact.
Past achievements, with more available under NDA.
Past achievements, with more available under NDA.
• 15+ YEARS OF IMPACT
300+
stories delivered
through strategy, storytelling, and experience-driven design that drove measurable results
5+
industries transformed
including Tech, Automotive, SaaS, B2B, and Marketing by creating clarity, value, and meaningful impact
1M+
people engaged
through thoughtful, human-centered experiences that created lasting connections and meaningful outcomes
• WHAT I DO
• LET'S CONNECT
Let's bring your next ideas to life. Whether a campaign, product, or website, I craft AI-forward digital experiences that engage audiences, inspire action, and deliver measurable impact. I'm open to collaborations, brand partnerships, and freelance projects.
Amazing Barley Life
2025 (ongoing) • Web • Brand • Strategy • Creative Direction • Design
Launched a wellness brand and website MVP, and drove early customer engagement and demand.
1 Situation
An emerging wellness brand was preparing to enter the market without a digital presence, needing a clear and credible platform to introduce its products and educate potential customers.
2 Task
Led the creation of the brand and website, shaping its visual identity, structure, messaging, and UX/UI foundations into a cohesive online experience.
3 Actions
Partnered closely with leadership to refine brand direction and voice. + Designed and launched a clean, trust-building website, leveraging AI to accelerate production. + Developed launch and growth assets to increase awareness and inquiries.
4 Results
Launched an MVP website with streamlined layouts and clear messaging, giving the brand a strong digital presence. + Generated 5-10 customer inquiries per week through social and email channels.
TopGear, Toptal's Merch
2022 • Product • Strategy • Creative Direction
Rebuilt Toptal's in-house merch platform and increased engagement and sales by removing vendor friction.
1 Situation
Toptal, a talent marketplace platform, relied on a third-party vendor for their exclusive merch, TopGear. The system limited flexibility, slowed updates, and created friction for internal teams.
2 Task
Partnered with the product manager to rebuild the platform in-house. A designer executed the visuals and UI while I led direction, planning, and key decisions.
3 Actions
Identified pain points and improvement opportunities. + Provided guidance and feedback to support the redesign. + Simplified pages, flows, and checkout to make purchasing easier for global users.
4 Results
Replaced third-party system with a fully in-house platform owned by the internal team. + Increased user satisfaction to 92% after launch. + Grew the user base from 1,200 to over 10,000 users.
FreshBox
2023 • Product • Brand • Strategy • Creative Direction • Design
Tested a meal-prep and delivery concept and uncovered critical operational challenges early.
1 Situation
FreshBox set out to simplify home cooking by combining meal planning and ingredient delivery into a single, convenient experience for aspiring and occasional cooks.
2 Task
Translated the concept into a focused, user-friendly MVP that could test customer interest while keeping the scope realistic.
3 Actions
Defined essential launch features in collaboration with the client. + Designed mobile-first screens and created AI-generated food images for testing. + Conducted user testing and evaluated feasibility to gather feedback.
4 Results
Built and tested an MVP that validated customer interest and exposed operational limitations. + Identified challenges in ingredient sourcing, delivery coordination, and backend operations. + Informed the decision to pause the concept before larger investment.
Constitution Global
2018 (now Credit Global) • Web • Strategy • Creative Direction • Design
Tripled investor engagement for a global merchant bank by modernizing its digital presence.
1 Situation
The firm's outdated website, including legacy Flash pages and lack of mobile support, weakened credibility and made it difficult for investors to understand services and navigate key information.
2 Task
Led a full digital redesign to modernize the brand's presence, clarify its value proposition, and created a scalable foundation for future growth.
3 Actions
Conducted stakeholder discovery to align on business priorities and investor needs. + Restructured site architecture to simplify navigation and surface key services. + Developed dedicated expertise pages that communicated capabilities and trust.
4 Results
Tripled investor engagement across key service pages. + Strengthened brand credibility and improved investor confidence. + Delivered a faster, more stable experience across desktop and mobile.
WasteTracking.com, Green Halo's Reporting Tool
2015 • Product • Web • Strategy • Creative Direction • Design
Built a real-time sustainability dashboard that made companies' waste data publicly accessible.
1 Situation
Green Halo helps companies track construction waste. The data was only available through spreadsheets and manual reports. The challenge was to make it publicly accessible and easy to understand.
2 Task
Built WasteTracking.com, a branded, real-time dashboard. Led product strategy, design, and front-end development while ensuring it was intuitive and accessible.
3 Actions
Identified pain points and clarified reporting needs with the CEO. + Designed dashboards with instant insights and customizable layouts for company branding. + Designed and developed a supporting portal to provide product information, drive adoption, and share data.
4 Results
Made companies' sustainability data publicly accessible. + Acquired 100+ businesses across schools, cities, and enterprise partners. + Replaced manual reports with real-time, shareable dashboards, improving client engagement.
WasteTracking.com, Green Halo's Reporting Tool
2015 • Product • Web • Strategy • Creative Direction • Design
Built a real-time sustainability dashboard that made companies' waste data publicly accessible.
1 Situation
Green Halo helps companies track construction waste. The data was only available through spreadsheets and manual reports. The challenge was to make it publicly accessible and easy to understand.
2 Task
Built WasteTracking.com, a branded, real-time dashboard. Led product strategy, design, and front-end development while ensuring it was intuitive and accessible.
3 Actions
Identified pain points and clarified reporting needs with the CEO. + Designed dashboards with instant insights and customizable layouts for company branding. + Designed and developed a supporting portal to provide product information, drive adoption, and share data.
4 Results
Made companies' sustainability data publicly accessible. + Acquired 100+ businesses across schools, cities, and enterprise partners. + Replaced manual reports with real-time, shareable dashboards, improving client engagement.
PrintMo
2015 • Brand • Strategy • Creative Direction
Transformed a generic print brand into a memorable, character-led identity.
1 Situation
PrintMo, an online printing platform, needed a memorable and distinct brand identity to stand out across digital and physical channels.
2 Task
Served as Creative Director to develop a mascot-led brand identity that reflected the company name and hired a contract illustrator to execute the character design.
3 Actions
Concepted “Mo the Monkey” from the brand name and built the character narrative. + Defined key visual traits tied to the print industry, including a CMYK cape. + Directed the illustrator to ensure consistency across digital, marketing, and merchandise.
4 Results
Gave PrintMo a distinctive, ownable identity in a crowded market. + Created a mascot used across marketing, platform experiences, and merchandise. + Strengthened brand recognition through a memorable, story-driven character.
Scion XD, Limited Edition
2008 (early career work with real impact) • Web • Creative Direction • Design
Built an immersive campaign for a limited-edition automotive brand and contributed to 20K+ car sales.
1 Situation
Scion, a Toyota sub-brand, wanted an interactive microsite to generate buzz for its limited-edition xD “Hot Lava” series.
2 Task
Led the creative direction and guided the design for a pitch that showcased the car's bold identity and aligned with Scion's brand vision.
3 Actions
Designed an immersive microsite concept rooted in the Hot Lava color story, combining interactive visuals, motion storytelling, and gamified exploration. + Collaborated with marketing to align direction and UX.
4 Results
Supported a successful pitch that won client approval for strong campaign alignment. + Increased engagement through gamified microsite experience. + Strengthened brand presence for the limited-edition xD launch.
