ABOUT
My story
I love creating holistic experiences. The most rewarding part of being a designer is creating meaningful experiences through collaboration, design process, and attention to detail. Creating brands like ASTRO Gaming has pushed my creative thinking, brand execution, and management skills. Now working with Critical Mass (at Apple) really has been a blessing to hone my design skills, work with super talented people, and create amazing web and app experiences for product launches.
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I am a gamer, cook, potter, sneakerhead and look to inspire and be inspired. Influenced by my father to work hard, embracing sneaker culture to be more bold, and actively gaming with visually stunning interfaces has all influenced my career as a designer. I hope to continue to grow and use my skills to continue to create amazing brand experiences.
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I'm generally an optimistic and happy person and bring that to my work. I aim to please my collaborators by marrying beautiful and thoughtful design with brand strategy and data.
My design process is thorough, collaborative and can start with mood boards or sketches, evolving to concepts and ending with lots of refinement plus attention to detail with constant alignment along the way.
Services
Branding
A showcase of creating unique brand identities that resonate with the target audience. Each brand tells a story and connects with people on a deeper level.
Strategy
Crafting strategic plans that align with business goals and user needs. Every strategy is tailored to ensure a seamless and effective implementation.
Process
Every creative solution goes through a creative process from ideation, research, conceptualization, and refinement to production.
Art Direction
Guiding the visual aesthetics and overall feel of a project, ensuring cohesive and compelling design expressions across various touchpoints.
Graphic Design
Translating ideas and concepts into visually captivating designs that leave a lasting impression. Every design is a blend of creativity and functionality.
Experience
Verkada, Design Director
Current
Lead a small and dynamic team of designers, animaters, and UX researchers. I lead the creation of design systems and our online presence. We also design and contribute to the bigger brand guidelines and various internal / external facing projects on a global scale continuing to be committed to providing the best online experience without compromising the brand and business goals.
Apple / Critical Mass, Lead Senior Designer
September 2022 - October 2023
Designing and leading Web Experiences for product launches such as Marketing Pages, PDPs, App Pages, Buy Flows, Demand Creation Assets, and Website Banners. Responsible for detailed orientated deliverables and collaborating with different disciplines and teams to launch products. Contributing to beautiful experiences is a dream come true with such a renowned brand like Apple. Worked on recent releases such as the MacBook Pro & Air lineup, Mac Studio, Mac Pro and Studio Display.
Astro Gaming / Logitech, Head of Design
October 2018 - September 2022
Lead designer and Art Director on all brand experiences, managed and lead a small and powerful group of designers to tackle any design project. I am a big collaborator with cross functional groups and I oversee and design projects from conceptualization to going live / being on shelves. Projects include ideation on a campaign, to graphics on products, packaging, launch assets, software, and web experiences. I elevate the designers, communicate cross functionally, marry beautiful creative with brand strategy and align with key stakeholders.
Astro Gaming / Skullcandy, Design Manager
February 2015 - October 2018
In charge of evolving the ASTRO Brand forward and enforcing brand rules and aesthetics. With Skullcandy the biggest initiative was to go to retail, and I lead and executed the packaging system. I also working on brand guidelines, web experience, GCDs on products, event collateral, and much more. Growing the business from $2M to $30M+
K Factor Media
June 2009 - September 2010
K-Factor Media was a Facebook gaming company making, many popular Facebook games. At the time, K-Factor Media was one of the top Facebook publishers in terms of unique visitors. At K-Factor Media, I illustrated and helped design popular Facebook games. I helped, design a variety of Facebook games branding from Farm Sims, to side scrolling adventures or quizzes.
Tuft & Co
June 2008 - October 2008
Tuft & Co. was a small web design firm with huge clients like Time Warner Cable company. I worked with other designers to come up with organized wireframes, web designs and ad campaigns across many digital platforms. I helped build websites that focused on following client’s brand visions and usability. We helped Time Warner create a system with clear hierarchy of information.