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

Results (progress and on-going)

Takeaways

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

Results

Takeaways

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:

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

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

Results

Takeaways

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:

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

Results

Takeaways

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

Results

Takeaways

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

Results

Takeaways

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

Results

Takeaways

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:

Results

Takeaways

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

Results

Takeaways

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

Results

Takeaways