How I Think
From brand & identity, to marketing touch-points, to experience design, I consider the user in every context and explore their needs through interviews, persona creation, data analysis, testing, and research.
I look for the intersection between business goals, brand values, and customer/user needs. I strive to articulate brand personality through beautiful creative and delightful experiences that turn first-time visitors into habitual users.
Be three steps ahead. Think of the end-users. Plan to iterate towards perfection. Think through all visual choices, their symbolism, and their psychological associations. Measure twice, cut once. Be nice to others and make friends.
What I Do
Sometimes the idea strikes me like lighting, and other times it is built in collaboration with a larger team. In both cases I stay open minded, pushing myself and the team to deliver fresh and unique concepts.
Considering customer journey, customer lifecycle, and user segmentation, I design and direct digital marketing strategy and creative deliverables.
Weaving together a sequence of concepts or images to communicate meaning and brand value, I help a brand to entice their user or customer to act.
After thorough study of the user and the brand, I design digital experiences. This includes concepting, wire-framing, testing, and prototyping. The user interaction and visual design should adhere to the brand's digital identity.
Next, I curate colors, patterns, typography, and imagery that tells the brand story. This includes logo design, style, art direction, photo editing, and illustration.
App + Responsive web
I work with developers to understand how they build, and I deliver different formats for design specifications depending on what is best for the assignment and the team. I am current on best practices for responsive web, iOS & Google Material design.
I adore Pablo Picasso (my Yorkie), I love to laugh and tell jokes, and my favorite beverage is jasmine iced tea. When I'm not designing I'm in Prospect Park with Pablo, painting in my studio, or playing piano.