For over a decade, I’ve focused on finding the brand’s truth, the core narrative that actually matters to people. Once I have that clarity, I build the systems to let it breathe, scale, and drive engagement across the entire funnel. To me, a design system shouldn’t just scale the brand, it should evolve alongside the product and the audience it serves.

If I’m not at my desk, I’m probably covered in clay, planning a house renovation, or pinned to the couch by 180 pounds of dog.