Amazing Barley Life

2025 — ongoing  •  Creative Direction  •  Brand Design  •  Visual Design  •  Web

Launched a wellness brand and website MVP that 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, defining visual identity, messaging, structure, and UX/UI foundations to deliver a cohesive digital experience.

³ Actions
Defined brand identity and visual system to build trust and credibility.  +  Structured the website around product education and messaging to support early conversion.  +  Accelerated development using AI workflows.  +  Launched 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 — completed  •  Creative Direction  •  Product Design  •  Web

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 to manage its exclusive merch platform, limiting flexibility, slowing updates, and creating friction for internal teams and users.

² Task
Led the end-to-end creative direction and product strategy to rebuild the platform in-house, defining the experience, structure, and key design decisions.

³ Actions
Identified usability and vendor workflow issues through product and user analysis.  +  Defined platform structure, page hierarchy, and purchasing flows to simplify the buying experience.  +  Directed visual and interaction design to create a clear, scalable interface for global users.

⁴ Results
Replaced the 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 — prototype  •  Product Design  •  UX/UI Design  •  Visual Design  •  Product

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 MVP to test customer interest while keeping scope realistic and feasible.

³ Actions
Defined core flows for meal selection, planning, and delivery.  +  Designed an MVP focused on simplicity and quick decision-making.  +  Created realistic food visuals using AI-generated imagery for testing.  +  Conducted user testing to evaluate usability, demand, and operational feasibility.

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 — completed  •  Strategic Design  •  UX/UI Design  •  Visual Design  •  Web

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 — completed  •  Strategic Design  •  UX/UI Design  •  Visual Design  •  Web

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 — completed  •  Creative Direction  •  Brand Design  •  Brand

Transformed a generic print brand into a memorable, character-led identity.

¹ Situation
PrintMo, an online printing platform, needed a distinctive brand identity to stand out across digital and physical touchpoints.

² Task
Led the brand strategy and creative direction to develop a mascot-led identity rooted in the company name and brand positioning, collaborating with an illustrator to execute the character design.

³ Actions
Defined the brand concept and positioning around a character-led identity.  +  Concepted “Mo the Monkey” and developed the character narrative and personality.  +  Established visual direction, including CMYK-inspired traits tied to the print industry.  +  Directed execution to ensure consistency across digital, marketing, and merchandise.

⁴ Results
Created a distinctive, ownable identity in a crowded market.  +  Established a mascot used across marketing, platform experiences, and merchandise.  +  Strengthened brand recognition through a memorable, story-driven character.

Scion XD, Limited Edition

2008 — completed  •  Creative Direction  •  Visual Design  •  Web  •  Campaign

Built an immersive campaign concept for a limited-edition automotive launch that supported 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 creative direction and experience design for a campaign pitch showcasing the car's bold identity and launch positioning.

³ Actions
Concepted an immersive microsite rooted in the Hot Lava color story and brand identity.  +  Designed interactive visuals and motion-driven storytelling to highlight the vehicle's features.  +  Created a gamified exploration experience to increase engagement.

⁴ Results
Won client approval for the campaign concept and experience direction.  +  Increased audience engagement through an interactive microsite experience.  +  Supported the limited-edition launch that contributed to over 20K vehicle sales.