Portfolio

Selected work.

A curated selection of design and product work across brand strategy & identity, user experience, e-commerce, and visual design.

Branding

​Strategy & Identity

​From startup founder to retail brand builder, I've led brand development from positioning through visual execution. Every identity system here starts with the story a brand needs to tell and works backward to the visuals that carry it, built to live in the real world and scale.

Digital Innovation

Product, UX & Human-Centred AI

​I build products that put people first. From a proprietary relational intelligence assessment to an AI coaching tool for small business owners, these projects represent the full arc of product thinking: discovery, architecture, interaction design, and the human experience of something that actually works.

E-Commerce & Optimization

E-Commerce & Digital Retail

​I led the evolution of a regional grocery e-commerce platform into a full-featured DTC channel with vendor advertising, curated collections, and delivery infrastructure. The result was 210% sales growth following a competitor acquisition. Every decision here was made in close collaboration with marketing, operations, buying, and technology teams.

Design & Creative Direction

Campaigns, Content & Print

​Good content earns attention by being useful or impossible to ignore. Across nearly two decades I've led campaign work for retail, non-profits, restaurants, and consumer brands, always with a clear strategic brief behind the creative. This work spans annual reports, social campaigns, digital ad systems, and seasonal retail content.