Design Direction through Branded Ecosystems, Customer Experiences, Products & Campaigns

»Built brand + product ecosystem for startup as Employee #1 // Transformed investment thesis into nationally launched platform // Directed product strategy, brand identity, customer experience, and go-to-market from zero to one // Pioneered scalable digital experiences for pickleball // Aligned founder, engineering, customers around one scalable product vision // Achieved 1,000+ monthly downloads, 392K+ launch impressions, 12,000+ venues

Brand DinkSmart // Project Brand, Product Platform // Sector Sports - Pickleball // Role CPO, Head of Design

»Launched brand + customer experience ecosystem connecting race day fans, venues, sponsors + vendors // Architected brand strategy, identity, product design, launch across digital and physical experiences // Unified engineering, venue partners, race organizers around one scalable platform // Expanded from pilot race events to Formula E white-label platform supporting 18+ global races annually, 80,000+ fans, and 1,000+ vendors

Brand Track King // Project Brand, Product Platform // Sector Sports - Automotive Racing // Role Head of Design, Product Lead

»Reimagined customer loyalty through personalized coffee discovery driven by customer taste profiles and purchase behavior // Directed concept, naming, experience strategy, visual language, and design system // Extended the Nespresso brand into a scalable loyalty platform with CEO-supported vision // Positioned a new premium customer experience designed to deepen engagement and drive repeat purchases

Brand Nespresso // Project Campaign, Product Platform // Sector CPG - Coffee // Role Design Director

»Unified Oreo, Ritz, and Chips Ahoy under one Olympic Sponsorship campaign design ecosystem // Crafted flexible visual narrative across digital, social, broadcast, retail, and packaging // Solved complexity of balancing IOC guidelines with three iconic brand identities // Extended beyond the original campaign brief with a 30K limited-edition retail packaging program, completing the design ecosystem across media, retail, and product

Brand Nabisco // Project Campaign, Packaging // Sector CPG - Snack Goods // Role Design Director

»Redefined Subway’s brand communications through iconic sandwich packaging // Translated freshness, variety, and the sandwich assembly experience into a modular visual language optimized for economical dual-spot color production // Elevated every wrapped sandwich into a memorable customer brand touchpoint // Established the packaging language later adopted as Subway’s permanent national sandwich wrap system

Brand Subway // Project Brand, Packaging // Sector QSR, Franchise // Role Design Director

»Conceived a scalable campaign design ecosystem introducing Samsung S20 // Unified product education, campaign messaging, and creative execution across a cross-platform media buy // Redefined Samsung’s product storytelling beyond static device imagery while maintaining global brand consistency // Scaled one cohesive campaign across planned $20M statewide OOH media buy spanning roadside, arena, and street-level activations

Brand Samsung // Project Campaign, Out-Of-Home // Sector Telecom // Role Design Director

»Distilled behavioral insights + competitive white space into a differentiated brand ecosystem // Defined foundational strategy around principles of gravity, orbit + attraction // Translated a fundamental human truth into conceptual framework spanning visual language, interaction design, narrative voice // Established strategic foundation for future platform that facilitated tens of thousands of matches and 100+ marriages

Brand Looop for Dating // Project Brand, Strategy // Sector Consumer Software // Role Design Director

»Illuminated childhood mental health through cinematic storytelling // Ideated concept, screenplay, footage, soundtrack, end-to-end AI-native filmmaking // Engineered AI-native workflow pipeline generating all footage, voice, music, sfx // Translated clinical research encouraging early intervention into an accessible narrative // Inspired public awareness guiding parents toward evidence-based early childhood mental health screening

Brand See It Early // Project PSA Short Film // Sector Mental Health Awareness // Role Director, Writer, Cinematographer