Overview

At Uncommon Goods — a Brooklyn-based e-commerce company serving 2M+ customers through a curated selection of unique, sustainable products — I work across the full spectrum of marketing and product needs. My role spans strategic direction and hands-on production: from defining campaign concepts and pitch frameworks to delivering final assets across email, social, web, and packaging. The volume and cadence of work requires systematized thinking, not bespoke solutions.

Paid Social

As the sole designer across Meta, Pinterest, and Instagram, I developed a modular template system for static ads, animated videos, and dynamic product showcases — driving $1MM+ in incremental revenue in 2025, with 65% of conversions from new customers. Working directly with marketing and analytics, each production cycle informed the next: testing, refining, and building toward a system that performed at scale without losing creative quality.

Campaign Design

I structure and produce marketing campaigns that balance performance goals against the playful, editorial voice that defines Uncommon Goods — working in close collaboration with design and creative directors.

My approach establishes a typography-first visual hierarchy optimized for product benefits, personalization, and gifting sentiment. Each campaign cycle informs the next—we test and refine creative iteratively with marketing, using performance data to sharpen decisions while preserving creative intuition.

Story of You

Story of You is a customizable keepsake book that guides customers through creating a personal memoir. As lead designer, I partnered with merchandising, engineering, and product management to define the visual and editorial framework for a 100+ page book — navigating print production constraints, cross-team dependencies, and multiple proofing cycles. The product generated $117k in its first months post-launch, with a follow-up already in development.

Gift Packaging

I concepted, pitched, and designed a modular gift packaging system in collaboration with senior leadership — three sizes, a custom pocket for gift certificates, and sustainable materials aligned with brand commitments. The system prioritized scalability and material efficiency over bespoke production.

Overview

I was the first hire for the in-house Brand Creative team at Jonathan Adler — a new department charged with unifying and elevating brand visuals and voice across all customer touchpoints.

Jonathan Adler is a luxury home décor brand built on maximalist design, bold patterns, and irreverent humor — operating across e-commerce, retail, wholesale, and editorial channels, each with distinct production requirements. Joining as the senior designer of a department that didn't yet exist, I built systems and processes from the ground up while maintaining the high bar of craft the brand demands.

Alongside a weekly marketing production schedule, I worked with the department director to establish repeatable design workflows, documentation, and quality standards. Over three years, each seasonal cycle refined the system — what started as ad-hoc production evolved into a scalable framework that grew the team from one designer to several.

As the team grew, I moved from individual contributor to design lead — mentoring junior designers while continuing to own the highest-visibility projects and the systems beneath them.

Seasonal Promotional Design

I established a repeatable campaign framework for promotional marketing — one of the highest-volume, highest-visibility parts of my role. Each campaign's creative ships across email, SMS, web, social media, and retail print for all JA stores—requiring a system flexible enough to adapt across channels without losing cohesion.

My approach defined mini brand identities for each campaign—drawing from product catalog imagery to build cohesive visual systems. Typographic consistency became the structural anchor, creating space for bold color, movement, and decorative flourishes within the brand's maximalist language.

Retail Signage

I designed in-store signage and retail graphics for all Jonathan Adler locations — standardizing a system from window displays to interior wayfinding across multiple store formats.

Catalog Design

Each season, I collaborated with Jonathan himself, leadership, and the Brand Creative Director to produce a fully custom product catalog. These 70+ page books reach 500,000+ customers quarterly — plus a holiday drop — with each edition building on the editorial structure and production learnings of the last.

B2B Program

I collaborated with senior leadership to consolidate and clarify the B2B program into a cohesive print catalog and dedicated landing page. The challenge was translating a consumer-facing luxury brand into B2B-appropriate messaging without diluting the visual identity — resulting in increased partnerships and new client acquisition.

Overview

Wild Signal is an AI-native communications agency founded by experienced industry leaders, operating at the intersection of data-driven insight and creative execution. The company needed a complete visual identity that could establish credibility with enterprise clients from day one.

I developed the full identity system: logo, iconography, typography, color palette, and comprehensive brand guidelines. Working directly with both founders, I structured the visual language to be flexible enough for pitch decks today and scalable enough for a growing team and client roster over time.

Beyond the core identity, I produced launch-ready marketing assets—LinkedIn presence, pitch materials, and client-facing collateral for early engagements already on their roster.

Logo Exploration

The constraint was clear: the mark needed to reference the initials WS without feeling literal or stiff. The brief called for trust and innovation with a subtle sense of playfulness—a visual shorthand for the agency's ability to simplify complex data and bring clarity to chaos.

These first-round concepts explore different structural interpretations of that idea, testing shape, personality, and flexibility to arrive at a mark that could function as a compact icon, an extended pattern, or a standalone symbol.

Final Logos

Wayfinder Mark

The Wayfinder is a secondary brand element that distills the Wild Signal identity into a compact, versatile mark. Designed to adapt over time, it serves as a navigational icon, badge, and standalone symbol across brand touchpoints—giving the system a flexible secondary element independent of the primary logo.

Brand Guide

The completed brand kit includes comprehensive guidelines for logo usage, typography hierarchy, color applications, and iconography. The system was structured so that non-designers on the team could apply it correctly without art direction—prioritizing consistency and self-service over bespoke production.

Visit wildsignal.agency →

Website

The landing page translates the brand system into a marketing environment — establishing credibility with enterprise prospects while preserving the visual identity's distinctiveness. Typography, color, and layout reinforce the same principles defined in the guidelines.

Overview

Lalou is an early-stage storytelling platform that lets families create personalized bedtime stories for their children. The product sits at the intersection of handcrafted illustration and AI-generated content — each story produces custom illustrated scenes and personalized voiceovers through ElevenLabs.

My role was to define the visual language that would underpin every surface of the product. Working from an initial palette and typography direction, I developed a complete illustration system — character proportions, line weight rules, color application logic, and compositional patterns — that gave the brand its recognizable visual identity.

A critical design constraint: the app generates custom illustrated scenes per story using AI. I authored the style parameters and visual rules so that AI-generated output would feel like a natural extension of the handcrafted originals — not a departure from them. This meant designing not just illustrations, but a reproducible visual system.

Illustration Exploration

I explored a wide range of illustration directions to find a balance between expressive, childlike spontaneity and the clean, modular sensibility a digital product requires. Early sketches tested variations in line weight, proportions, and styling to define a repeatable structure flexible enough for story prompts, character moments, and UI surfaces.

Final Illustrations

With the visual direction approved, I translated the chosen style into a complete illustration set — each asset refined for consistency, clarity, and usability across the product ecosystem. The final suite balances personality with functional simplicity, supporting both in-app moments and broader brand storytelling.

In-App Mockups

Once the illustration language was established, I brought it into early product mockups to test how the system would operate within the app. The screens pair simple, intuitive UI with playful visual moments—optimizing for clarity for parents and engagement for children.

The AI voice generation layer adds personalization without interface complexity. The design decision was to keep the technology invisible—users experience the result, not the mechanism.

Landing Page

The landing page extends the brand identity into a marketing environment structured around conversion and trust. It introduces the platform's purpose, surfaces the AI-driven storytelling approach, and guides users through core features. Layout, typography, and illustration work together to make a product that involves AI feel approachable rather than technical.

Logo Exploration

Perebel is an immigration case management platform built by MM Labs. The software runs the operating layer of a small immigration firm, from intake and onboarding through document processing, billing, and case outcome. Two audiences live inside the same product: lawyers managing a caseload, and immigrants going through one of the highest-stakes moments of their lives.

The brief asked for a mark that could hold both registers at once: trustworthy enough for an attorney reviewing a case file, and warm enough for a client reading a status update. I worked through the metaphor outward from a single question: what does this product do for the person using it?

Sketches filled a few pages before anything digital happened. From there, I grouped the strongest directions into four conceptual families, each testing a different metaphor for the work Perebel supports. The final mark came out of Group A: the arched passage, a threshold between one life and the next.

Early Sketches

Initial Directions

Brand Mixer

The turnaround was tight (four weeks from kickoff to incubator deadline), so I built a live mixer to speed up the conversation. Instead of exporting eight palette and type combinations into a PDF, the client could open a URL and swap directions in real time: cycle through palettes, pair them with different logo marks, try the full system in light and dark modes, and see it all applied to a marketing hero and a product card.

It replaced the usual deck review with something closer to design-in-public. The embed below is a preserved early version showing the full range of directions we tested before locking the system.

Logo Suite

The wordmark is set in EB Garamond, a serif with enough formality for a legal workspace and enough warmth for a client portal. The same letterforms translate into a lockup and a standalone icon, giving the team three marks they can deploy without making design decisions: wordmark for headers and primary surfaces, lockup for signatures and co-branding, icon for favicons, app tiles, and tight layouts.

Color Palette

Warm, paint-and-ink, built to signal someone understands the weight of the work. Three neutrals anchor the system (cordovan, cream, sand) with six chromatic supporting tones that carry emotion through client-facing surfaces. Every usable pairing was checked for WCAG AA contrast so the same palette can drive both the lawyer register and the client register without additional decisions.

Typography

Final System

The locked direction (P3), shown across every mockup at once.

Overview

The Wix Playground Academy is a selective program covering studio photography, coding, animation, UX, art direction, and marketing. The program operates on real client briefs with professional production standards.

This project responded to a formal brief from Quip, a DTC dental company. The challenge was repositioning an everyday product as a desirable gift—shifting the framing from utility to experience. All photography, animation, and web design is original work.

Product Photography

I styled and photographed the Quip product line with a focus on clean, elevated compositions that reinforce the gifting narrative. The approach established a repeatable structure across shot types—detailed close-ups, full-set arrangements, and lifestyle contexts—to support different marketing surfaces.

Sample Landing Page

The landing page concept positions Quip as an ideal gift, structuring the narrative around packaging elegance and subscription value. Clean typography and generous whitespace let the photography carry the persuasion—a deliberate choice to prioritize image quality over layout complexity.

Overview

Chea Seed is a digital-first career coaching platform—a career fitness tracker that helps users navigate raises, reviews, job transitions, and professional confidence. The product existed as an app; the website needed to translate that experience into a compelling marketing surface.

Working directly with the CEO and lead developer, I mapped the app's structure, brand personality, and user value into a scalable framework for the site—product information, company backstory, blog, and career resources. The challenge was structuring content for two distinct audiences: new visitors discovering the product and returning users seeking resources.

Visit cheaseed.com →

Wireframes

The wireframing process established information hierarchy and user flow before committing to visual design. Each page structure was defined around a clear decision: what does this audience need first, and what can wait? This prioritized scannability and conversion paths over visual density.

The idea

I wanted to make something you could almost feel through a screen, not a tool or a demo but a moment where you forget you're looking at a browser tab.

I kept thinking about Dragon Ball Z, that childhood feeling of watching someone cup their hands and gather energy between them like something physical was happening in the air. I wanted to know if I could make a browser window feel like that, like you were actually holding something. Turns out you can, as long as every design decision protects the illusion.

The concept

Retro source material with modern execution: Dragon Ball Z, comic book typography, and pixel-era color instincts, all running on a webcam and a graphics pipeline that barely existed for consumer use until recently. The tension between those two things is part of what makes it work. It doesn't feel like a tech demo because it doesn't look like one.

I wanted the whole thing to be discovery-based, so there's no tutorial. You show your hands and something sparks. You rub them together and it charges. You figure out you can throw it, then you figure out you can throw it at the camera. The more curious you are, the more it rewards you, and that loop of stumbling onto something and wanting to find what else is hidden is what I designed the experience around.

The decisions

No hand skeleton. My first instinct was to render the hand-tracking landmarks as an overlay, but I cut it because it turned the illusion into an explanation. The orb and particles are the only evidence anything is happening.

Heat-map color, not rainbow. Rainbow reads as tech demo. A thermal ramp from purple at rest through red-orange and gold up to white-hot reads as energy, and purple as the cool state felt magical where blue would've felt clinical.

Full-screen camera, not a small mirror. A small mirror widget makes the effect feel like a feature. Full-screen puts you in the scene, which is what makes it architectural instead of gimmicky.

Hint only what's undiscovered. The experience tracks which gestures you've found in-session and only surfaces hints for the ones you haven't, so it rewards curiosity and feels like the interface is paying attention to you specifically.

No buttons, no UI chrome. Nothing competing with the orb for attention. That constraint forced the interaction design to live entirely in gesture, which is where the magic had to be anyway.

The widgets

The four corner widgets are the only thing that breaks the illusion of a plain mirror, and I designed them to do that on purpose. Chunky, retro, almost arcade-cabinet: pixel-style display font, hard-edged 3px black borders, off-white panels, and a single deep-red accent on the headers. I paired Japanese subheaders with the English labels as a small nod to the source material.

Each corner does one job. Top-left reports on the orb (energy, temperature, size, frequency). Top-right is the only piece of guidance anywhere in the experience, a contextual hint that only shows up for gestures you haven't tried. Bottom-left is the hand-tracking diagnostics (count, distance, pinch, velocity), and bottom-right is the charge bar, which fills as the orb energizes and flips into an overheat warning when you push past safe. They auto-hide when the experience is idle and fade back in when hands appear.

The numbers themselves are fiction. There's no real frequency, no actual temperature, no genuine overheating threshold; I made all of it up. But I made it up carefully, because the metrics were the language I used to think through how the orb should look and feel at each stage of charge. Energy maps to color, frequency maps to how the orb pulses, and temperature is the rationale for why it shifts from purple to white-hot. The values are invented, but they correlate exactly with what's on screen, which is what makes the readout feel believable.

What this project is really about

Orbs is proof, at least for me, that the gap between what I can imagine and what I can actually build is closing fast. It wasn't a commission or a user problem to solve, just a question I had: could I make someone feel something through a screen they've never felt before? Shipping it meant learning a new way of working, and the answer turned out to be yes.

Allow camera access. Best in Chrome or Safari on a laptop.

Why I built it

I wanted to deliver brand engagements end-to-end without depending on a stack of third-party tools that don't talk to each other and lose context between meetings. So I built one.

The Brand Discovery Toolkit is four tools that share state and feed each other, and it serves two audiences at once. For the client, it's a way to actually see the work in context instead of imagining it from descriptions, which moves sign-off from a slow back-and-forth to a single afternoon of clicking through. For me, it's a memory system, because the intake answers and my meeting notes feed forward into a proposal, a checklist, and a handoff, so I don't lose details that came up four conversations ago.

I built the first version for a real freelance engagement and have refined it as I've used it on more brand projects. It's the closest thing I have to an operating system for how I deliver.

Intake Questionnaire

The intake generates itself from my notes. After the first call or two with a client, I dump my meeting notes in, and it builds a custom questionnaire on top of my default question set, adding things specific to the project that I might not have thought to ask. Compliance constraints I should be flagging, execution styles that fit their timeline, platform-specific things. I can edit anything before it goes out.

What makes it work for the client is that it's not a generic form. The questions help them figure out what they actually want and need to prioritize, not just collect their answers. When they submit, I get an email with a synthesis and a prioritized list of next steps I can take or leave.

That same submission also drives the proposal and the asset checklist downstream, which is why it sits at the front of the workflow.

Try the live demo →

Brand Mixer

The mixer is the visualization layer, and I use it as a follow-up to a normal presentation. I'll walk a client through each brand element on its own first (typography, color palette, logo marks) and then send them the mixer link so they can live with it and play with combinations themselves.

The thing that makes it useful and not chaotic is that I curate the combinations they can actually try. I've constrained the pairings to ones I've already vetted as design-coherent, so they're not freely combining a serif with a clashing palette. They feel like they're driving, but the rails are mine.

On a recent engagement this saved a few days of back-and-forth. The client landed on a combination they loved, and I could tell from their reactions that things finally clicked once they saw the brand in context instead of in the abstract.

Try the live demo →

Proposal

The proposal is an e-signable scope agreement that auto-generates from the intake answers and any notes I've added since. It's a template that gets customized to the engagement automatically, then locked once both parties sign. The same answers that drive my internal priority list also drive the proposal, so I'm not rewriting scope language for every client.

Try the live demo →

Asset Upload

The asset hub is the tool that surprised me by being more useful internally than externally.

The checklist is AI-generated from the intake answers, my meeting notes, and any exceptions I've added. It's pre-loaded with standard brand asset package requirements, so it knows what a typical handoff needs (logo variations, color tokens, type license, favicon kit) and tailors the list to whatever the engagement specifically calls for.

What's actually been most useful is that I use it before I hand anything off. As I build assets, I check them in against the list, and it surfaces what's still missing, flags inconsistent file naming, and keeps the folder structure clean. By the time I'm ready to share with the client, the work has already been quality-controlled against the original requirements. When I do share, the client can preview every asset, download the full package as a zip or grab individual files, and forward the link to anyone who needs it.

Try the live demo →

What this project is really about

The Brand Discovery Toolkit started as a way to deliver one engagement end-to-end and turned into how I deliver every brand engagement. The unexpected piece was how much of its value flows toward me, not the client. The client gets a faster, clearer workflow, and I get a memory system that compounds across projects.

The shape of the next iteration is already visible from where this one leaves off: a presentation layer that replaces the static slides I still walk clients through live, and a revision portal for the back-and-forth that happens after the mixer phase. Both are versions of the same idea, which is moving more of the workflow inside the tool, where it can compound.