my bread + butter
aka. the expertise I bring to the table
turning chaos into clarity through design
brand consistency
design system building
brand identity + graphic design
experience strategy
digital design (Ui/Ux)
my process
Frame the objective
I start by aligning on the real problem—not just taking the brief at face value. Through this analysis, the tensions between business goals and audience needs are identified, and then the problem is translated into a clear creative opportunity.
Shape the system
Before designing outputs, I design the system — how brand, content, space and interaction connect throughout the journey.
Bring it to life
From spatial designs to digital interfaces, I develop experiences that are intuitive, emotionally resonant, and grounded in real-world use. Every element works together to support a unified story.
Refine and scale
I believe the work doesn’t end once a project is over. I iterate, audit, adapt, and expand systems based on the feedback and performance learned post-event—ensuring the learnings are discussed with my team and that the experience stays effective as it grows.
my work
JPMorganChase
Corporate Challenge
Rebrand the design system for a year-over-year project of corporate running events across 16 markets across the globe.
