strategist,
designer, creator.

The initial phase of the UX/UI project lifecycle; based on empirical data, I utilize qualitative and quantitative methods of data collection to discover existing or potential friction points in a product, and its present success. These insights, paired with personas, user journeys, site mapping, and competitive analysis, allow us to have a cohesive vision of a product’s value to its new and existing users.

With research into applicable industry standards and the knowledge of the current and desired market positioning of an organization, I construct a framework that determines how businesses present themselves to customers and stand out amongst competitors. The framework is made up of uniquely defined typography, imagery, color palettes, patterns, tone and voice of messaging, along with any additional customized elements or aspects that support the establishment of a cohesive brand identity.

Utilizing data-driven insights surfaced through the strategy phase, we may now take a tactical approach to planning the site’s structure and functionality, through key features, components, and page layouts known as wireframes. Once we’ve defined the site’s structure and functionality we use mood boards to establish the visual direction and refine various component structures. Mood boards bring together colors, typography, imagery, and design elements, helping us determine the website’s aesthetic. They serve as a visual guide that ensures all design elements align with our strategic goals in a responsive environment.

Specializing in the creation of visual designs for printing such as publications, ads, brochures, labels, business cards, and a range of other marketing materials. I conceptualize designs, prepare mockups, and create the final designs based on marketing goals and brand standards. With an in-depth working knowledge of various production standards, I am able to ensure that the dimensions and technical specifications are suitable for production.