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About
What I've done in a nutshell
Consumer, Service and B2B
Brand Identity // Guidelines
Opportunity // Positioning
Customer Experience
Cross-channel Marketing
Packaging Design
UX/UI
Product Innovation
Sustainable Practices
Loyalty
Team Building
Photography // Video direction
AI voice, video and imagery
What doesn't fit in a nutshell
With a focus on user-centric design strategy to create unified and meaningful experiences, my goal is to help customers connect with the brand, each other and the world around them. This requires a highly collaborative, data driven, creative and user-first approach honed by years of agency and in-house experience.
Living and breathing customer experience.
In an ideal world, I would spend more time understanding the customer over anything else. As someone who reads psychology and anthropology books for fun, I truly believe that the more you can step into the user's shoes, the stronger the final brand experience becomes.
In fact, one of my favorite projects was the full customer journey research I did for our Shed rental experience. I outlined all touch points from their initial exposure to the brand within the community, to delivery or in store pick up, through return and next rental. This included a high level of detail from digital kiosk discount games to memorable delivery scripts and encouraging neighbor sharing. It enabled us to find the best places to reinforce the customer's connection to our brand and streamline their experience. It was eye opening - and ended up being one of the most important brand building projects for our start up.
Helping brands achieve success through a unified, cross-functional vision.
From brand identity to customer service relationships, it’s important that all customer touch points support the brand positioning and clearly convey the right personalized message and call to action.
Building a unified vision with diverse, cross-functional, collaborative teams helps bring the brand story to life in the best possible form. I've managed client and agency partner relationships, internal creative/executive teams and worked closely with all types of talent from engineers to sales. This experience led me to appreciate the value of collaboration, well designed systems, excellent communication (listening) skills, and professional respect with both conviction and flexibility.
(Oh, and I LOVE multidisciplinary team brainstorming!!)
Experienced problem solver.
As a designer and Creative Director for global design agencies, circular economy and technology start-ups, financial institutions, and retail, I bring together creative problem solving experience from a wide variety of industries. I love a good challenge and opportunity to explore something new each day. If I haven't done it before, I'll figure it out and get it done.
Committed to sustainable practices.
While I am grounded in the reality of budget and time constraints, I believe in the long term benefits for both clients and humanity when we consider sustainablility as part of a brand vision and growth opportunities. It has been a driving force in my career and I believe that what is better for the planet is better for everyone - bottom lines included. We just need to tap into our creativity to discover shared value.
I'm always looking for new ways to creatively reduce our environmental footprint either through changes in behavior, design, materials, systems or infrastructure.
Distinctions
Beverage Packaging Global Design Gold award
American Graphic Design Award
Publication in Beverage World, Brandweek, several design annuals
Work has been called, “the most prominent innovation” in the New York Times
Guest Lecturer at Syracuse University
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