About
An effective, democratic leader. An innovator; zealous, flexible
and driven. A creative chameleon using clever forward-thinking and keen abilities to create stories. Through using new tools and trends, collaboration generates contemporary designs while maintaining stylistic and brand continuity. With a solid foundation in both in-house and agency work, an advanced design insight and technical proficiency has contributed to a long career of success. Job experiences include work in the arts, entertainment, electronics, fashion, luxury goods, marketing and pharmaceutical industries; both in D2C and B2B growth.
Areas of expertise
Brand | Environmental | Packaging | Typography | Storytelling Innovation | Problem Solving
Technical Skills
• Adobe Creative Suite: Indesign, Photoshop, Illustrator.
• Figma • Digital Marketing • Product Design • OOH
• Digital Presentation Design. • Web + Social Development
• Info-graphics • Iconography. • Print Production + Format
• Prototyping. • Environmental Visualization • Merchandising.
• Tradeshow Design • 3D Construction • Data Visualization
• Front-End Development: HTML, CSS, JavaScript
• Responsive Design-to-Code • AI-Assisted Development
• Stripe E-commerce • SEO ( Technical + Programmatic )
• Google Analytics + Search Console
Personal Projects
• App Development — The UnderstoryApp ( theunderstory.eco ):
native-plant property-analysis web app
• Fine Art: 10-Piece Sculptural Show.
Interests
• Architecture and design.
• Environmental sciences and conservation.
• Outdoor sport and activities.
• Healthy eating and baking.
Education
William Paterson University
Bachelor or Fine Arts
Oregon State University
Certificate, Permaculture
Founder & creative Director
The Understory App _ 2026 - Present
Concept to public launch, solo, in ~6 months.
Conceived, designed, and launched a consumer eco-tech product — turning complex environmental data into a story homeowners can act on. Every discipline, one hand: brand, product, data design, and go-to-market.
• Brand: Built a complete identity and design system from scratch — logotype, palette, typography, iconography, and voice — applied consistently across product, web, print, and social.
• Product design: Designed and shipped the full responsive UX (desktop + mobile) for a four-quadrant property analysis, from first sketch through the live purchase funnel.
• Storytelling & data visualization: Translated dense site data — soil, sun, water, climate — into interactive, legible visuals (sun studies, drag-to-place planting layouts, soil cross-sections, a clickable U.S. map) for a non-expert audience.
• Campaign & digital marketing — Art-directed all go-to-market creative: landing page, a 50-pin templated Pinterest system, ad creative, and the visual system behind 67 SEO content pages — and built the acquisition channels.
• Design-to-code: Implemented the entire front end in production (HTML/CSS/JS), shipping pixel-accurate work with no dev team. Built with: HTML · CSS · JavaScript · D3.js · Figma · Stripe · Git · Render · Cloudflare · Google Analytics & Search Console — AI-assisted (Claude).
Design Lead
cardboard toast _ 2021 - Present
• Brand: Development of D2C web/social assets for OurCellar.com, Moët Hennessy USA.
• Additional clients: Une Femme Wines, Viva Tequila Seltzer, Casa Rica Tequila, Da Hui, Perfect Draft.
Director/Design Lead
Volk Optical _ 2021 - 2024
• Design/Production: Design Lead for VOLK Optical, the leading brand manufacturer & supplier of ophthalmic products. Projects included brand redesign including identity, packaging, catalogs, website and social.
Senior Designer
HBO: Design + Production _ 2013 - 2020
• Managed job-specific freelance designers as well as mentored interns. Collaborated with creative peers.
• Oversaw design and production for multiple trade shows, events and environmental installs.
• Lead designer on innovative packaging for special promotions, which gained award acknowledgement.
• Conceptualized and designed program keyart; from mood boards to multiple platform build-outs.
• Completed redesign of HBO internal brand (included environmental, print and web media.)
• Strengthened and enhanced Executive-level presentations, product launches, sales pitches, external and internal events, trade show booths, HBOMax investor launch, newspaper and magazine ads.
• Collaborated with VP to create one of a kind, HBO program inspired sculptural art. Multiple pieces were selected by management for personal collections.
• Generated cutting edge design while maintaining stylistic and brand continuity.
• Advanced design insight and technical problem solving.
Freelance Senior Designer
Marimekko _ 2012 - 2016
• Sustained e-commerce web graphics and relevant email marketing campaigns.
• Developed printed materials including elements of window graphics, in-store signage for retail stores.
• Produced newspaper and magazine advertisements.
Senior Designer
Capezio Balletmakers Inc _ 2011 - 2012
• Succeeded in creation of Capezio’s first e-commerce website in under 6 months.
• Established inhouse photo studio for e-commerce, including a three-person art/photo/production department.
• Engineered a more efficient work flow amongst photo, edit, production and copy.
• Generated product line launches (including catalogs, print collateral, instore graphics and visual merchandising).
• Art directed photo shoots and designed various catalogs and collateral marketing material.
• Revitalized monthly magazine advertisements and weekly email promotions.
• Improved packaging creative and artwork for new and existing product lines.
Freelance Senior Designer
Sony inc _ 2009 - 2011
• Enhanced window graphics, in-store signage and banners, Sony Pictures graphics and Sony Wonder graphics.
• Influenced fresh, creative ideas for new and existing marketing and promotions for Sony Style stores.
• Introduced original graphic elements and banner designs for Sony Outlets.