What I bring to the table: Designing for impact, scale, and story

Seventeen years in design has taught me a lot. How to build things, how to lead people, and how to connect the dots between creativity and strategy.

This post isn’t a résumé. It’s a closer look at the skills, principles, and practices that shape how I work. It’s about the way I think about design, not just as a function, but as a force that drives business forward and makes things better for the people using them.

From hands-on design execution to high-level strategic thinking, my capabilities are shaped by experience across agencies, product teams, startups, and large enterprises. I’ve worked on global-scale platforms and scrappy MVPs. I’ve led big teams and coached individual designers 1:1. Through it all, I’ve learned that great design happens when creativity, clarity, and empathy come together with purpose.

Here’s how I approach the craft, and what I bring to the table.

User Experience + Brand Experience

Designing digital products that feel as good as they function.

I believe UX and brand aren’t separate disciplines, they’re part of the same story. I craft digital experiences that are intuitive, engaging, and aligned with the heart of the brand.

From mobile apps to responsive platforms, I obsess over the details that make an experience feel seamless. That means smooth user flows, clear navigation, purposeful motion, and interfaces that strike the right tone. I bring a branding mindset to product design, so the experience doesn’t just work, it resonates.

Behind every screen is a person, and behind every great product is a story worth telling. My goal is to bring both together in a way that feels meaningful.

Design + Business Strategy

Creative thinking with a commercial mindset.

Design isn’t just how it looks, it’s how it works. And beyond that, it’s how it supports business goals. I’ve spent years working closely with product leads, founders, and executives to align design work with big-picture strategy.

I don’t just ask, “What does this screen do?” I ask, “What problem are we solving, and how will we measure success?”

I’ve helped shape product roadmaps, led design discovery for new verticals, and built design systems that scale with growing teams. My strength lies in connecting the creative process with business objectives, so that good design doesn’t just ship, it delivers.

UI + Design Systems

Consistency, beauty, and systems that scale.

I love the craft of visual design. Always have. Clean interfaces, typography that sings, a layout that just feels right. But I also know that without consistency and scalability, even the best visuals fall apart.

That’s why I’ve spent years building and maintaining robust design systems, bridging creativity with operational rigor. Systems that don’t just look good, but speed up design and development, reduce friction, and keep teams aligned.

I deliver detailed, high-fidelity UI work, often backed by systems that enable the whole team to move faster and with more confidence. This is where good design becomes great process, and it’s something I genuinely enjoy creating.

Research + Insight

Design without insight is just guessing.

I anchor my design work in real human understanding. That means talking to users, running usability tests, analyzing data, and constantly asking why. I pair qualitative insights with quantitative data to make decisions that aren’t just beautiful, but grounded in what people actually need.

From interviews and surveys to journey maps and persona development, I use research to uncover blind spots, validate ideas, and bring the user into the room, at every stage of the process.

I work closely with researchers and data teams, and when needed, I roll up my sleeves and run the sessions myself. Great products come from listening well and designing accordingly.

Leadership + Team Development

Empowering people is the best part of the job.

At the heart of everything I do is team building. Creating an environment where people feel safe, inspired, and supported is where the magic happens.

I’ve scaled teams, hired incredible talent, and nurtured junior designers into confident leaders. I focus on clear communication, collaborative planning, personal growth, and shared wins. I believe in giving feedback early and often, building trust over time, and leading with transparency and care.

Design can be tough. Imposter syndrome, creative blocks, conflicting priorities. I’ve been there, and I make it a priority to create a culture where people can be human, push themselves, and enjoy the work.

Mentorship + Coaching

Paying it forward, and growing together.

Mentoring designers is one of the most rewarding parts of my career. I work with designers at every stage, from juniors just starting out to seniors finding their leadership voice.

Through 1:1 coaching, goal-setting, and day-to-day feedback, I help people find clarity, grow their confidence, and level up their craft. I also care deeply about building diverse, inclusive teams, because different perspectives lead to stronger ideas and better outcomes.

It’s not about telling people what to do, it’s about creating the conditions for them to figure it out, and cheering them on as they do.

Graphic Design + Creative Direction

From packaging to posters, design is still my playground.

While product design is my focus, I still love rolling up my sleeves on branding and campaign work, especially for adventure brands or creative side projects.

I’ve worked on everything from print publications to brand launches, building visuals that tell a story and move people to act. These projects remind me why I fell in love with design in the first place. Bold colors. Sharp copy. The thrill of getting something just right.

If you’re a brand in the outdoor space looking to refine your identity or collaborate on something fresh, I’m always open to creative partnerships.

Final thoughts

What I bring isn’t just a skillset, it’s a mindset. A belief that design can be strategic, emotional, and transformative all at once. That teams do their best work when they’re empowered. That systems can free up space for creativity. And that no one builds anything great alone.

Whether you’re building a product, growing a team, or just exploring new possibilities, I’d love to hear what you’re working on.

Let’s talk.