Your design partner for
ACCOMPLISHMENTS
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.
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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
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
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
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:
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
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
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
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.
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
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
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
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.
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
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
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
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
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
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
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
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.