The best design works before you even notice it.
My process
Great creative work doesn’t happen in a vacuum. It’s shaped by research, collaboration, and a deep understanding of the people it's for. Whether I’m building a brand system, creating content, or leading a cross-functional initiative, my process is grounded in clarity, purpose, and flexibility.
Discover the why
Every strong project starts with context. I work closely with teams to understand not just the audience, but the intention behind the work. Who are we speaking to? What do they need? Why now? This phase includes demographic research, stakeholder interviews, data synthesis, and collaborative alignment.
Create with intention
Once the foundation is clear, I shape creative solutions that reflect the strategy, not just in how they look, but in how they feel and function. Whether it’s visual content, messaging, onboarding experiences, or large-scale frameworks, every piece is rooted in meaning and designed to connect.
Refine for impact
I believe in purposeful iteration. That means welcoming feedback, staying curious, and evolving the work as we learn more. The goal is always to deliver creative that’s clear, effective, and deeply aligned with its purpose. I stay flexible in form and focused on results—refining in close collaboration until the work truly resonates.
CliftonStrengths Assessment Top Strengths
How I work
These six themes reflect the way I think, lead, and create. They shape how I collaborate with teams, connect with audiences, and approach complex challenges with clarity and care. Each one offers insight into how I show up: strategically, empathetically, and with a deep commitment to thoughtful creative work.
CliftonStrengths is a strengths-based assessment developed by Gallup to help individuals identify and apply their unique talents in work and life.
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Connectedness
I’m wired to see the big picture and how people, projects, and purpose intersect. I look for meaning, shared values, and alignment in everything I help create.
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Positivity
I bring energy, encouragement, and lightness to every room I walk into. Even in high-stakes or fast-paced environments, I try to create momentum through optimism and humor.
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Individualization
I see people as individuals—never as templates. I love identifying what makes each person, brand, or audience unique, and designing in a way that honors that individuality.
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Developer
Nothing lights me up like watching others grow. Whether mentoring a team member or shaping a story, I care deeply about progress, potential, and helping people move forward.
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Adaptability
I stay calm in the chaos and focused in the unknown. Creative work is rarely linear, and I thrive in fast-moving environments where priorities shift and agility matters.
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Belief
I’m guided by strong values that shape how I work and what I choose to work on. I bring a sense of purpose and conviction to the projects I take on, and I’m drawn to creative work that aligns with clarity, integrity, and long-term impact.
Expertise
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20+ years of experience leading design, brand storytelling, and integrated creative campaigns.
Builds brand systems that scale across digital, print, social, and experiential platforms.
Shapes content and marketing strategy with cross-functional teams.
Designs brand guidelines, templates, and creative toolkits for consistency and clarity.
Strong foundation in UX/UI principles, information design, and customer journey mapping.
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Professional experience in sports photography, brand storytelling, and event coverage.
Produces and edits short- and long-form video content using Adobe Premiere and CapCut.
Captures high-energy, behind-the-scenes, and emotionally resonant video and photo content.
Collaborates with athletic departments, media outlets, and creative teams.
Proficient in Lightroom, Photoshop, and SmugMug for professional editing and streamlined delivery.
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Develops and executes multi-platform marketing campaigns across web, email, and social media.
Uses SEO, analytics, and audience segmentation to guide content strategy and measure success.
Leads audience engagement through platform-specific content, email marketing, and digital campaigns.
Experienced with HubSpot, Mailchimp, Google Analytics, and Second Street.
Builds automated workflows and sustainable systems to support long-term growth.
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Conducts human-centered research, including audience interviews, journey mapping, and stakeholder workshops.
Synthesizes complex data into actionable strategy through decks, reports, and strategic frameworks.
Proficient with AI-powered research tools like Fathom, Dovetail, and custom GPT workflows.
Certified LUMA Practitioner in creative problem-solving and facilitation techniques.
Builds internal systems and creative workflows using MURAL, Trello, Basecamp, and Slack.
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Develops custom GPT models and uses advanced prompt engineering for automated content creation.
Uses MidJourney and composite design workflows for AI-assisted illustration and concept development.
Leverages AI tools to support research, ideation, content generation, and workflow efficiency.
Applies a human-centered lens to AI, using technology to enhance—not replace—intentional creative work.
MY DESIGN PHILOSOPHY
The best design acts as an invisible force, seamlessly blending creativity and strategy to tell a story, create connection, and leave a lasting impact without demanding attention.
+ a few bonus tidbits about me
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Design hot takes.
Most cursed font ever created? Comic Sans. It’s the font equivalent of showing up to a black-tie event in flip-flops.
Just because Canva says it’s trendy doesn’t mean it’s good design.
Your logo doesn't need to be bigger. It needs to be better.
There’s a special place in design purgatory for unaligned elements.
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Around long enough to know the consequences of ⌘+Alt+Shift+K.
My first real design job was laying out the classified section of The Middle Park Times—with X-Acto knives, wax rollers, and a lot of QuarkXpress. I loved the energy of the newsroom, but it was in high school, during three years as yearbook editor, that it all clicked: this could actually be a career. 🤯
Turns out, storytelling, structure, and type grids have been part of my life ever since.
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Wocka Wocka!
I was raised on The Muppet Show, so my sense of humor is part classic, part chaotic, and usually a little off-the-wall.
My favorite Muppet is Gonzo. Who doesn’t love an unhinged, stunt-loving weirdo with a heart of gold?
But as I’ve gotten older, I’ve learned to appreciate Kermit's stick-to-itiveness. There’s something about wrangling chaos and still finding joy in it that feels… relatable.