Big things. Big brands.
Big things. Big brands.
Lightning energy
Award-winning Design Director shaping product, e-commerce, and brand experiences. I lead teams and guide creative from concept to launch—elevating ideas into impactful digital experiences through strategy, storytelling, and design execution.
Highlight
Led YETI’s D2C evolution with three years of brand-defining digital work, 12+ launches, and 29 awards.
Areas of Focus
Craft & Experience
Blending storytelling, usability, and craft to create meaningful digital experiences that resonate and connect.
Design Direction
Experience Design
Inclusive Design
Craft Excellence
Leadership & Team
I lead by example, supporting teams with clear vision and mentorship, and giving them room to explore and grow.
Design Leadership
Team Growth
Vision Setting
Creative Empowerment
Collaboration & Impact
Great work comes from close collaboration—aligning teams, clients, and ideas to create design that delivers.
Cross-Disciplinary Collaboration
Client Partnership
Insight-Driven Design
Strategic Storytelling
Select Brands
YETI · 5.11 · Microsoft · Captain Morgan · USTA · Volvo · MLB · Meta · Jeep · RAM · Alfa Romeo
Select Awards
Recent award highlights
2025-2023
Drum Awards—Gold
Shorty Awards—Winner, 2 Gold
Fast Company—Innovation by Design
Webby Awards—Winner
w3 Awards—Gold, Silver
Communications Arts—Winner
Shorty Awards—Winner, 2 Gold Honor
ADC Awards—Merit Honor
Driving YETI’s D2C Evolution
I led YETI’s D2C design, driving results across e-commerce, product, and brand. In three years, we earned 29 industry awards and launched more than a dozen high-impact digital experiences.
YETI—Year in Preview
Fast Company—Innovation by Design
Communication Arts—Winner
Webby Awards—Winner
w3 Awards—Gold, Silver
Indigo Awards—3 Gold, Silver
Drum Awards—Winner
Artwork
I love combining old techniques with new technology, like AI, to refresh traditional methods. By mixing textures from physical materials with digital elements, I strive for a unique blend that feels genuine, fresh and innovative.