Work I'm proud of
Craft
Role Illustrator, Graphic Designer, Art Director
Tools Pen & pencil, Adobe Suite
I enjoy shaping expressive, story-driven visuals that feel alive with bold forms, lively lines, and emotional color. I look for the energy or rhythm behind an idea and use it to create moments that draw people in.How I craft visuals →
Systems & Scale
Role Creative Lead, Creative Manager
Tools Box, Canva, ServiceNow, Adobe Libraries, Figma
I design systems that make creative work easier to understand, use, and grow. Strong frameworks, asset libraries, and workflows bring structure to teams and ideas so everything else can move with clarity.My approach to brand alignment →
I also built a unified asset ecosystem across multiple platforms when no formal DAM existed. It cut duplication, reduced friction, and gave every team a reliable source of truth.How I built an asset ecosystem →
Digital
Role UI, layout, branding, usability
Tools Figma, Adobe CC, Invision, Squarespace, Carrd, Flash
I care about making digital experiences feel natural with clear layouts, thoughtful usability, and visuals that match the story a brand is trying to tell. I’ve built sites for private schools, fashion labels, and small businesses, learning how to balance structure and style with clean developer handoffs.
That same approach now shapes my work on larger platforms, where alignment, accessibility, and consistent brand expression make the biggest difference.See how I've improved digital experiences →
Systems & Scale
Brand System Alignment
Executive Summary
I led a rapid brand refresh and creative systems alignment, uniting teams across marketing, digital, and communications to rebuild consistency across 530+ stores. We clarified what the brand stood for, modernized its creative infrastructure, and refocused on the audience.The work delivered a 200%+ rise in social engagement, a stronger creative foundation, and scalable tools—from asset libraries to a makeshift DAM. It set the groundwork for a long-term system teams could trust and grow with.
Background
I led a brand refresh and creative systems alignment for Grocery Outlet, a 530+ store retail chain. The goal was to realign the brand and modernize its creative systems to ensure consistency across all stores, within a scope that shifted each quarter.
The Challenge
The challenge was bringing visual and strategic consistency to 530+ stores while aligning key stakeholders across the organization. It mattered because our brand presence had become fragmented, off-brand here, confusing there, and often illegible to customers.The difficulty wasn’t simply about looking “cooler,” but about defining what the brand truly stood for and building systems that made the brand accessible across the entire organization while maintaining version control and brand stewardship.
My Approach
I brought together key stakeholders - CMO, VP, and Directors of Marketing and Internal Comms - to clarify goals and align on purpose. As the Creative Lead, I facilitated a rapid brand-alignment workshop to get everyone on the same page.Along the way, we learned that our “fun grocery” positioning had splintered into many expressions. We also uncovered that our brand systems were scattered across a tangled tech stack, patched together over time.
Examples from the brand guidelines.
Outcome
The alignment and updated audience segments helped grow our social engagement KPIs by over 200% month-over-month, strengthened our creative foundation, and paved the way for scalable systems like shared asset libraries and a future DAM.
Takeaway
Despite shifting timelines and scope, I adapted quickly—running a rapid alignment workshop, updating brand guidelines, and creating makeshift asset libraries with existing tools.I learned that lasting brand change requires cross-org ownership, not just marketing buy-in. Next time, I’d secure clearer resources and bandwidth before tackling a national-scale refresh. The project reshaped how I view creative work: we need a seat at the table early.It also deepened my understanding of corporate politics and the importance of socializing ideas before execution.
Let’s connect
Other Projects
Art Direction • User Interface & Experience • Creative Systems • Visual Style
Art Direction
Introducing the app
Executive Summary
I directed Grocery Outlet’s mobile app TV ad, translating a small budget and undefined audience into a clear, on-brand message. By moving from lifestyle footage to motion graphics, we created a flexible, value-focused spot that delivered clarity on a tight budget.The project became a model for future broadcast efforts and reinforced a key truth: clarity and resonance connect more deeply than any joke or punchline.
Stylized logo in a 8-bit gaming theme.
Background
I led creative direction for a TV ad introducing Grocery Outlet’s mobile app. The goal was to communicate the app’s benefits quickly while staying true to the brand’s playful tone.
The Challenge
We had a limited budget, no defined audience, and no existing TV guidelines. The deeper challenge was understanding what resonated with customers and presenting value clearly beyond simply saying “we save you money.”
My Approach
I reviewed previous TV ads, identified gaps, partnered with a production team, and directed the visual style. Motion graphics became the most budget-friendly and on-brand solution. Audience insights revealed that direct value messaging would be more effective than aspirational storytelling.
A 30-second storyboard.
Outcomes
The ad was clear, fun, and under budget. It became a reference point for future broadcast work.
Takeaway
Clarity beats cleverness. Customers want to know how their lives improve. Next time, I’d strengthen voiceover cues. This first broadcast project reshaped how I think about value-driven messaging.
Let’s connect
Other Projects
Branding • User Interface & Experience • Creative Systems • Visual Style
User interface & Experience
Improving the Digital Experience
Executive Summary
I modernized Grocery Outlet’s digital experience by improving accessibility, search functionality, and design consistency across web and app. By documenting ADA best practices, refining prototypes, and updating key pages, we created a more cohesive and user-friendly experience.
Background
The digital ecosystem lacked consistency and accessibility, leading to frustration and fragmented brand expression.
The Challenge
Missing search functionality, poor accessibility, and no unified documentation made the experience difficult for both users and internal teams.
My Approach
I improved ADA compliance, documented best practices for developers, and helped prioritize and prototype a new search feature. Redesigning the Careers page became a strategic example of how refreshed UI could improve usability and brand alignment.
Adjustments for the mobile app.
Outcomes
We saw increased engagement post-launch, stronger usability scores, and established clearer documentation for future work.
Takeaway
Small UX improvements can create large impact. Accessibility builds trust and is foundational, not optional.
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Other Projects
Systems & Scale
Creative Asset Systems
Executive Summary
I built a functional multi-platform asset system during a period of rapid growth. With no budget for a formal DAM, I aligned Box, Adobe Libraries, Canva, and our intranet into a unified ecosystem with structure, naming standards, and accessible templates. It reduced search time, cut duplicate work, and gave teams a reliable source of truth, demonstrating the value of centralized asset management.
Background
As Grocery Outlet grew to 530+ stores, the volume of creative work increased. Files lived everywhere, and I became the unofficial gatekeeper for logos, templates, and guidelines.
The Challenge
There was no single source of truth. No naming standards. No consistent process. Leadership hesitated to invest in a DAM despite clear need.
Pain points my team discovered throughout this process.
My Approach
I built a practical DAM alternative using existing tools:• Created predictable folder architecture in Box
• Established naming standards with designers and marketers
• Organized reusable elements in Adobe Libraries and Canva
• Built an intranet landing page to guide teams to core tools
With a DAM, all are routed into one system built to store, serve, and keep the brand clean.
Outcomes
The system reduced search time, cut duplicate work, and improved rollout consistency across hundreds of stores and multiple departments. It also strengthened the long-term case for a proper DAM.
Takeaway
Systems don’t require perfect tools. They require clarity, structure, and a shared source of truth. Building intentional systems help teams move faster and work with confidence.
Let’s connect
Other Projects
Branding • Art Direction • User Interface & Experience • Visual Style
Craft
Visual Style
Overview
Over the years, I’ve developed a visual style built around energy, rhythm, and storytelling. These samples span illustration, identity explorations, narrative sketches, and graphic compositions. What ties it all together is a focus on clarity, personality, and creating visuals that feel alive.
The Challenge
Great visual work needs personality and intention, but also needs consistency and clarity. The challenge was developing a visual language that could express:• energy and movement
• emotional tone
• playful experimentation
• narrative depth
• bold, approachable compositionI wanted to understand what makes my work distinct, how I arrive at certain stylistic choices, and how this style can support a range of technical, emotional, playful, or conceptual storytelling.
Early sketches and drawings.
My Approach
To shape a visual style that feels both expressive and grounded, I focus on several core principles:Energy first Begin with rhythm, mood, or movement.Shape as foundation Bold forms and silhouettes anchor the work.Expressive linework Lines feel human: textured, imperfect, alive.Emotional color Choose palettes that carry atmosphere and feeling.Story is central Even simple pieces are grounded in narrative cues.Playful iteration Let ideas evolve organically to create surprising outcomes.
Sticker graphics I made one year for my relatives' Christmas stocking stuffers.
Process & Exploration
Reviewing my work surfaced some clear patterns and themes that show how my visual language has developed over time. I’m drawn to rhythm and movement, using arcs, flow, and dynamic shapes to create a sense of energy and momentum. My pieces often build from line and atmosphere, where expressive strokes, texture, and narrative cues bring emotion and human presence into the work. I also rely on color and mood to set tone. Together, these themes form the foundation of how I explore ideas and bring them to life visually.
Graphic posters exploring movement and color to bring my favorite soups to life.
Illustrated posters for my band's shows.
What I learned
Through this analysis, I gained:• a stronger sense of how to use rhythm and energy to guide composition
• clarity around how color supports mood and narrative
• a more confident hand in expressive, human-centered linework
• a toolkit I can bring to brand identity, storytelling, and community-focused design
Takeaway
My visual style is built on movement, story, and emotional clarity. It blends bold shapes with expressive lines and color that carries feeling. By applying my craft to branding and storytelling, I've gained a flexible and distinct visual language I can adapt to any context.
Let’s connect
Other Projects
Branding • Art Direction • User Interface & Experience • Creative Systems