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About Me

Design is only effective when the thinking behind it is clear.

I’m a Creative Lead and Art Director with experience working across content, brand, and digital design in agency and growth-stage environments. My work sits at the intersection of creative direction and creative operations, where clarity, consistency, and delivery matter as much as ideas.

I focus on translating business intent into clear creative direction, building systems teams can execute against, and staying selectively hands-on where clarity, quality, or delivery momentum is at risk. Over the years, I’ve helped teams reduce creative friction, align around shared standards, and deliver high-volume work without losing coherence.

I work best in environments where ambiguity is high, timelines are tight, and creative decisions need to be made with both judgment and accountability.

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Work Process /

HOW I STRUCTURE CREATIVE WORK FOR CLARITY AND DELIVERY

ALIGNMENT & BRIEF CLARITY

I start by aligning on intent, constraints, and success criteria — clarifying what needs to be solved, for whom, and within what boundaries. This reduces ambiguity early and prevents downstream rework.

ALIGNMENT & BRIEF CLARITY

I start by aligning on intent, constraints, and success criteria — clarifying what needs to be solved, for whom, and within what boundaries. This reduces ambiguity early and prevents downstream rework.

ALIGNMENT & BRIEF CLARITY

I start by aligning on intent, constraints, and success criteria — clarifying what needs to be solved, for whom, and within what boundaries. This reduces ambiguity early and prevents downstream rework.

CONTEXT & DIRECTION SETTING

I assess brand context, audience signals, and existing patterns to define a clear creative direction. This step is about setting guardrails — not over-researching, but ensuring decisions are grounded.

CONTEXT & DIRECTION SETTING

I assess brand context, audience signals, and existing patterns to define a clear creative direction. This step is about setting guardrails — not over-researching, but ensuring decisions are grounded.

CONTEXT & DIRECTION SETTING

I assess brand context, audience signals, and existing patterns to define a clear creative direction. This step is about setting guardrails — not over-researching, but ensuring decisions are grounded.

EXPLORATION & EARLY EXECUTION

I explore concepts through rough execution, references, and early drafts. This allows ideas to be tested quickly and aligned with stakeholders before teams move into full production.

EXPLORATION & EARLY EXECUTION

I explore concepts through rough execution, references, and early drafts. This allows ideas to be tested quickly and aligned with stakeholders before teams move into full production.

EXPLORATION & EARLY EXECUTION

I explore concepts through rough execution, references, and early drafts. This allows ideas to be tested quickly and aligned with stakeholders before teams move into full production.

DIRECTION LOCK & TEAM EXECUTION

Once direction is locked, I translate it into clear guidance — formats, visual systems, and expectations — so teams can execute confidently and consistently.

DIRECTION LOCK & TEAM EXECUTION

Once direction is locked, I translate it into clear guidance — formats, visual systems, and expectations — so teams can execute confidently and consistently.

DIRECTION LOCK & TEAM EXECUTION

Once direction is locked, I translate it into clear guidance — formats, visual systems, and expectations — so teams can execute confidently and consistently.

REVIEW, REFINEMENT & DELIVERY

I stay involved through review and refinement to maintain quality, resolve gaps, and ensure delivery meets both creative and business intent — stepping in hands-on where needed.

REVIEW, REFINEMENT & DELIVERY

I stay involved through review and refinement to maintain quality, resolve gaps, and ensure delivery meets both creative and business intent — stepping in hands-on where needed.

REVIEW, REFINEMENT & DELIVERY

I stay involved through review and refinement to maintain quality, resolve gaps, and ensure delivery meets both creative and business intent — stepping in hands-on where needed.

The goal isn’t perfection — it’s clarity, momentum, and work teams can deliver against repeatedly.

The Tools /

TOOLS I USE TO GUIDE, EXECUTE, AND MAINTAIN QUALITY

I use tools as enablers — not as the work itself. My focus is on choosing the right level of fidelity, speed, and control required for the problem at hand, whether that means setting direction, reviewing output, or stepping in hands-on when quality or timelines demand it.

CREATIVE & DESIGN TOOLS

Adobe Photoshop

Adobe Illustrator

Adobe InDesign

adobe premiere pro

Adobe After Effects

COLLABORATION & HANDOFF

Figma (collaboration, reviews & handoff)

Canva (team templates & scale)

Framer (structure, layout, prototyping)

PLANNING & REVIEW

Notion / Trello / Docs (briefs & alignment)

Slack / Feedback & review workflows

My Clients /

SELECTED CLIENTS I’VE WORKED WITH

The Playground

Jobify - Worker-first job platform

Jobify - Worker-first job platform

Paidy - Get paid in real time

Paidy - Get paid in real time

Notebreak - Digital notes reimagined

Notebreak - Digital notes reimagined

Accapella - Independent podcast creators

Accapella - Independent podcast creators

Sentong - A new kind of sleep shop

Sentong - A new kind of sleep shop

Recognito - Intelligent data management

Recognito - Intelligent data management