Move beyond "pretty screens" to "strategic flows."
Stop Building Assets.
Start Building Systems.
Design without strategy is just decoration.
Dive deep into user behavior to architect digital experiences
that don't just "work"—they convert.
Designing for Resilience.
Architect of brand systems and scalable design infrastructure that help mission-driven organizations build trust, drive adoption, and protect their impact at scale.
Design Director | Architect for Change. Operating at the intersection of brand systems, UX strategy, and organizational infrastructure. Expertise lies in building comprehensive Brand Operating Systems—moving beyond visual identities to create the design infrastructure necessary for mission-critical programs to scale with integrity.
Core Areas of Expertise:
Brand Operating Systems & Governance: Establishing clear frameworks for consistency.
UX Strategy & Experience Design: Aligning user needs with business goals.
Modular Scaffolding & Scalable Infrastructure: Engineering systems built for growth.
Design Operations (DesignOps): Optimizing workflows and team efficiency.
Radical Accessibility (WCAG) & Neuro-inclusive Design: Prioritizing universal usability.
Brand Systems in Action
Building Infrastructure
for Impact at Scale
Mission-critical programs require infrastructure that scales with intention—not improvisation. These case studies demonstrate how comprehensive design systems transform organizational capacity, turning fragmented experiences into unified ecosystems that drive measurable outcomes: higher engagement, deeper trust, and sustainable growth. From resilience-building platforms to enterprise certification systems, each project reflects the same core principle: strategic design doesn’t just solve problems—it multiplies impact.
CASE STUDY: SGBFF DESIGN DIRECTOR VISION
Designing for Resilience
Building Infrastructure for Impact at Scale
A comprehensive design system engineered to transform the Sheryl Sandberg & Dave Goldberg Family Foundation’s ecosystem—Lean In, Lean In Girls, Option B, and the Dave Goldberg Scholarship Program.
This unified infrastructure delivers radical accessibility, reduces cognitive load for learners, and equips facilitators with confidence-building toolkits that scale globally. The result: 70% higher course completion rates, 98% facilitator satisfaction, 4400% email ROI, and digital experiences that protect mission while amplifying voices across 1.3 billion users worldwide.
CASE STUDY:FPG WEBSITE REDESIGN
Designing for Community
A Strategic Vision for Boston’s Iconic Parks
A comprehensive digital platform engineered to transform community engagement for the Friends of the Public Garden—featuring StoryBrand messaging, visual identity design, and a tiered membership model that positions park visitors, supporters, and donors as heroes of the story.
This unified infrastructure delivers radical accessibility, reduces cognitive load, and equips facilitators with confidence-building toolkits for sustainable growth.
CASE STUDY:FPG WEBSITE REDESIGN
Engineering Trust for Global Markets
Building Infrastructure for Economic Leadership
A transformational brand framework engineered to verify trust, unlock access, and scale women-led businesses at enterprise speed. Modern markets do not run on intent—they run on verified systems.
WBENC transforms certification into a continuously operating infrastructure layer that connects women-led enterprises to corporate buyers, capital partners, and global supply chains with confidence and speed.
UX Strategy
Designing Experiences
that Convert at Scale
Effective UX strategy begins where user behavior meets business intent—not where assumptions end. These case studies demonstrate how rigorous research, journey mapping, and experience architecture transform digital touchpoints into high-performing ecosystems: reducing friction, accelerating trust, and turning passive visitors into committed advocates.
From sustainable seafood platforms to thought leadership ecosystems, each project is built on the same foundational truth: UX strategy isn’t about making things easier to use—it’s about making the right things impossible to ignore.
CASE STUDY:BLUEHOUSE SALMON
Engineering Trust from Ocean to Table
A transformational web strategy engineered to connect eco-conscious consumers to a first-of-its-kind land-based aquaculture brand. Sustainability alone doesn’t convert—trust does.
Bluehouse Salmon’s digital experience reframes responsible farming as a premium advantage, using emotionally resonant messaging, mobile-first UX, and a narrative journey that guides users from discovery to purchase with clarity and conviction.
CASE STUDY: THE LANDMARK PROJECT
A comprehensive web strategy engineered to transform a conservation apparel brand from a simple online store into a thriving digital community. Brands built on values don’t just sell products—they build movements.
The Landmark Project’s messaging platform positions every purchase as an act of stewardship, connecting outdoor enthusiasts to the public lands they love through cohesive storytelling, earthy visual identity, and a UX that makes advocacy feel effortless.