Story
My background's in communications — learning how to craft a message, understand an audience, and make ideas land.
That foundation never left me; it grew into something bigger. I'm drawn to the full arc of how a brand comes to life — from the spark of an idea, to the strategy that shapes it, to the experience that makes it stick.
At Lief Labs — and through freelance builds like S3 and Steve-O's Hot Sauce — I've touched all of it: brand identity, campaigns, web, packaging, UX, and the small decisions in between that everyone feels even if no one notices.
What I love most? Wearing a lot of hats. I get excited jumping from a brand deck to a Figma prototype to writing copy to troubleshooting a WordPress build. Learning something new doesn't feel like a detour; it feels like the point.
When I'm not designing, I'm probably watching Arsenal play (it's character-building, I promise), getting lost in a film, or chasing whatever animation rabbit-hole the internet served me that morning.
Philosophy
Great brands live where clarity and creativity meet. Every choice — visual or verbal — should be rooted in insight, with room left for personality. The goal is systems that grow with a brand without losing what makes it itself.
Simplifying complex ideas. Building visual systems that hold a story together. Collaborating across teams. Research becomes direction. Direction becomes design. Design becomes experiences that feel like something.
Fueled by culture, thoughtful design, and the small details that quietly elevate a whole experience. I want to make work people remember — and help brands show up in ways that feel intentional, authentic, and impactful.
Background
Leading brand strategy — defining positioning, vision, and value proposition across business units. Managing multi-channel campaigns that drive measurable lift in engagement and qualified leads. Internal brand champion behind the company's first SSG exhibition.
Designed digital, print, and brand creative across launches and campaigns. Built UX/UI prototypes and visual systems that tightened brand consistency across every digital touchpoint.
Supported brand creative and campaign development across digital and print. Built foundational chops in copywriting, content strategy, and visual production.
Select clients alongside full-time work — brand identities, websites, and digital experiences built from the ground up. Working directly with founders and small teams who want strategic design that moves the needle.
Skills & Services
Tools & Tech
Figma
Adobe CC
Framer
Klaviyo
WordPress
HTML / CSS / JSAdobe Suite
Illustrator
Photoshop
InDesign
After Effects
Premiere
XDWeb & CMS
Elementor
YooThemeMarketing & Productivity
HighLevel
Mailchimp
Google Workspace
Microsoft Office
Copilot