Project Wellspring
Our goal was to simplify complexity, amplify credibility, and foster learning through interactive, immersive engagement—whether for patients, caregivers, clinicians, or investors.
MY ROLE
As Strategy Director, I aligned creative, technical, and business teams to translate complex data environments into human-centered experiences. Serving as the strategic bridge between client goals and design execution, I facilitated discovery sessions, synthesized technical constraints, user needs, and data-driven insights to guide the creative team toward feasible, compelling solutions.
THE RESULT
A bold, human, and accessible experience that redefined how innovation is communicated in life sciences:
Set a new benchmark for product storytelling in life sciences
Delivered core screens, a comprehensive style guide, and a flexible component library
Created an immersive, distinctive expression of the client’s product pipeline
Garnered internal and external praise for clarity, design, and strategic impact
Helped position the client as a category leader following the CEO’s launch debut
Project Nexxt
Our brief was to streamline an existing experience, surface meaningful functionality, and create a future-facing vision that could scale across products and platforms.
MY ROLE
As both Director and hands-on contributor, I led a 25+, cross-functional team through an unfamiliar design process, fostering alignment and creative confidence. I partnered closely with the client’s SVP of Innovation to shape, present, and scale the work across executive stakeholders. The engagement also introduced new research methodologies and remote collaboration practices—setting a precedent for Designit NA’s first program of its kind.
THE RESULT
A clear vision and a system designed to build momentum and drive adoption:
Defined a unified product vision and flexible design system
Delivered an intuitive, engaging prototype to bring the experience to life
Increased visibility and engagement across a siloed organization
Enabled agile, user-centered development with hypothesis-driven thinking
Empowered internal teams to align while retaining brand ownership
Set the stage for continued evolution by the in-house team
Project Halo
From product definition to beta launch, the focus was on deepening brand relevance, building on existing recognition, and designing a journey that felt fresh, immersive, and shareable—while driving weekly active engagement.
MY ROLE
As Service Design and Strategy Director, I led the strategy and UX team to elevate design thinking and execution across the engagement. We collaborated closely with creative, account, and client teams to align on a shared vision, advocate for and integrate ethnographic research into the process, and drive a shift in mindset. By championing user research, we built client confidence in evidence-based design and reshaped the product direction through insight-driven strategy.
THE RESULT
A modular platform built for connection, flexibility, and long-term growth:
Designed a unified experience to link digital and real-world brand activations
Built a flexible system to support co-branded, contextually relevant campaigns
Fostered direct consumer engagement across a diverse product portfolio
Maintained momentum through pivots without missing key milestones
Measured early traction through steady member growth and adoption metrics
Positioned for continued evolution as business integrations roll out
Our Vision
The Beta Launch
Project RxPerience
In a fragmented yet essential system, we aimed to restore trust, reduce friction, and strengthen connections throughout the care journey. Through immersive research with patients, pharmacists, doctors, and call center staff, we uncovered the moments that mattered most.
MY ROLE
As project lead, I guided cross-functional collaboration across client, internal, and leadership teams—ensuring strategic alignment, high craft, and an energizing team culture. I introduced several studio-firsts, including a distinctive project brand, an immersive co-creation workshop that brought together all stakeholder groups together, and a storytelling-led approach to research synthesis. These innovations elevated both the process and the outcomes, earning recognition across our organization and with our clients.
THE RESULT
A people-centered vision designed for impact and built to scale:
Defined three end-to-end service experiences rooted in empathy
Created a bespoke engagement experience for the clients and our research participants
Elevated field insights into strategic narratives that shaped leadership priorities
Fostered trust and alignment across R&D, operations, and executive teams
Co-created solutions that improve patient experience and operational delivery
Developed prototypes as proof points to drive buy-in and accelerate change
Positioned for scalable impact through shared vision and strategic clarity
Project Frame
Through distinct typographic voices and carefully composed imagery, the publication became more than a catalog—it became a reflection of the Fishers’ deep connection to the artists and the legacy they built together.
MY ROLE
As the designer, I shaped the visual direction and executed the layout for all interior art pages across both volumes. I wanted the work to feel alive in the space, as it did in situ. I collaborated closely with the studio head to maintain typographic precision, visual rhythm, and structural clarity—ensuring a cohesive, elegant experience from start to finish.
THE RESULT
An anthology that goes beyond documentation—capturing voice, memory, and meaning through design:
Honored the legacy of the Doris and Donald Fisher Collection
Brought emotional resonance to one of the world’s most significant private art holdings
Captured the essence of each artwork through intentional visual storytelling
Gave space to the voices of the Fishers, artists, and writers through typography and image
Turned a record of works into a deeply personal, living narrative
Preserved a lifelong passion for art and the relationships behind the collection
Brand Identity
I aim to distill the essence of a brand—its purpose, promise, and personality—into a visual identity that feels true, sparks connection, and drives recognition.
MY ROLE
With all of these identities, I was the sole designer who was responsible for the conceptualization, ideation and subsequent collateral design and launch.
Gotham is a premiere source for contemporary furniture made with highest craftsmanship in Europe and the UK. This mark is a custom typeface that portrays the hard and soft of the contemporary styles, along with the understated elegance of their designs and interiors.
The Racine Art Museum has the largest contemporary craft collection in the United States. The brand design was inspired by the stark contrast of the sharp facade against the warm glow of light from the interior, at night. We designed the brand, all interior and exterior signage, gift shop packaging, wayfinding and the permanent collection catalogue.
The Frank Lloyd Wright Preservation Trust wanted a refresh of their brand identity. With strict parameters in place, we found inspiration through the architect himself and his signature cantalevering of his facades.
The Runway Repeat brand is a high-end consigment store—elegant, modern, clean and timeless.