Ok, I’ve got to admit: I was always a bit of a HelloFresh fan-person, so when an opportunity opened up on their team, I jumped at the chance to help build the brand of the world’s leading meal kit provider. The entire operation happens under one roof—soup to nuts, one could say—a level of complexity that also meant creative ideas rarely moved from point A to point Z without a few bumps along the way.

As a designer, I felt these inefficiencies in production cycles, communication silos, and shared tooling firsthand—and was driven to help smooth the path. My approach was simple: talk to people, listen carefully, and then turn what I heard into systems that actually worked.

The focus quickly became enablement: making sure our digital design team had the information, processes, and tools needed for our brands to show up consistently and beautifully across markets. In practice, that meant rethinking how we store and access digital assets, unlocking more value from automation tools we already had, and building stronger working relationships with UX and engineering partners.

In the end, while I produced many thousands of marketing assets, what I’m most proud of are the connections I helped to make: seeing campaign creative carry through to the landing experience for the first time in the company’s history; digging deep into automation and localisation tools like Celtra and Smartly (and listening closely to designers’ frustrations) to help reduce production overhead by 50% or more; collaborating with UX and engineering on a multi-brand, drag-and-drop modular CRM system, reducing friction across the delivery of 1B+ emails per year; and establishing consolidated digital brand palettes rooted in UX tokens—meaning green is always green.

A collection of gender and identity-inclusive co-working spaces, events, and media, The Riveter was expanding into new markets and brought me on to help guide the organization’s new visual brand into uncharted territory. The scrappy nature of this early-stage startup bore ingenuity in the strategy and execution of live and digital conferences and events, a digital community app, editorial content, brand collateral, and digital marketing assets, with a very small but devoted team delivering an impressive array of solutions to drive engagement and success.

When one hears “B2B SaaS”, let’s be honest: “fun” likely isn’t the first word that comes to mind. But Choco—an AI platform built for food and beverage wholesalers—flips the script with their bold, consumer-feeling brand. And while the zippy visuals and punchy headlines initially drew me to the company, it’s their mission to enable a sustainable food system that really sealed the deal. 

The task was not an easy one: as with many scale-ups, their marketing site had been hewn together piece by piece through the early stages of growth, so even though their product and its story had matured, the site was lacking the foundational building blocks needed to tell that story to the world—namely, a Figma component library and clean code translating it into the CMS. For me, this involved the analysis of every element on every page of the original site, finding patterns in content and imagery, seeing what broke, and then creating each piece from scratch as part of a more cohesive system.  

In the end, rebuilding a multi-market website from the ground up was equal parts challenge and privilege, and reinforced just how much easier good storytelling becomes when strong systems are in place. I was lucky to partner closely with an engineering team who cared as deeply about craft and scalability as I did, and the result was a site built to grow along with the product behind it.

As an entreé into the gig economy, Microsoft acquired TakeLessons, a learning platform offering group or private instruction in over 300 subjects, in person or online. Its position as a small startup within the context of a global organization allowed me to get my hands dirty with details while also leading the brand evolution and design direction.

From creating the new logo lockup and selecting 500+ images to appear in both product and marketing, to establishing a design system and building the core customer-facing UI elements in Figma, as well as taking a deep dive with a global team of engineers to configure ad placements on Start and Bing, this project offered me diverse opportunities to learn and grow as a designer.

Originally hired to help bridge the gap between product and marketing teams for this online legal resource and directory, in the end, I wore many hats as Avvo’s creative generalist and visual brand go-to. With directives from marketing leaders, close collaboration with product and sales teams, and vision from executives, I oversaw the design and execution of deliverables ranging from digital advertising and landing pages, to brand definition and expansion, to high-level internal and external communications and in-house photography.

The consumer marketing team at this provider of online directory services and identity verification approached me to design on-site and in-app solutions for performance testing at various points in the customer purchase path. Working in tandem with UX leaders, we also collaborated on the design of an engagement email series and a collection of high-traffic directory pages.

Having built a dynamic working relationship during our time at Avvo and Whitepages, the folks at Kinzie Marketing reached out to design a new consumer email series for their client, Sightbox—a contact lens subscription service that helps customers stay up-to-date on doctor visits and prescriptions. The challenge? Create assets that would uphold the established (and cute!) brand while providing clear directives to the consumer.

In addition to building in-store promotional campaigns with some of Levi’s largest retail partners, 206Agency also managed all social channels for the Denizen and Signature brands, leveraging video as a primary vehicle for showcasing new style anthems each season. Working closely with the promotions, social and digital teams, I helped build these awareness campaigns as art director and designer, music director, and video editor.

As one of Toyota’s trusted engagement marketing partners, 206Agency was instrumental in building several multi-year consumer programs for the automaker.

Our team created The RAV4EV Charge-to-Charge Tour to drive interest in the new RAV4 EV electric vehicle. A video team and YouTube series host traveled the length of California—one charge at a time—to speak with thought leaders in the innovation sector, and to provide opportunities for consumers to test the product. I developed the program brand, applying to signage and collateral, and directed our digital and video teams to create a seamless cross-platform experience.

The Taste of the Market tour brought the new Venza to farmer’s markets in California, expanding across the nation as the Prius Farm to Table Tour. Likewise, the Prius Family Playground and Miles Per Good programs introduced Toyota’s more youth-oriented product line to music festivalgoers of America. I developed branding across all touchpoints and captured and edited video reels illustrating the success of the programs.

When an agency client was having difficulty delivering a solution that satisfied the design brief for posters and badges to represent this tech recruiting conference, they called on me to bring some ideas to the table. The challenge? Incorporate binary code into the design (without looking like a software developer designed it), while also calling out the 17 nationalities and global network of event attendees.

Aiming to evade the literality of maps or lists, I spelled the names of those nations in binary and wove them into the design. The end client was delighted and moved forward, and for me, it was a fun exercise in the interpretation of a brief.

With the launch of two new flagship products, Microsoft called on 206Agency to execute engagement experiences to surprise and delight consumers, providing opportunities to explore new devices and software solutions.

New York City’s Bryant Park was tapped to host the launch of Office 365 for a multi-day event in the heart of the city. And when Windows 8 hit the market, 206Agency drove a partnership with Southwest Airlines to bring a months-long brand experience to Southwest gates at airports around the country, thus capturing an audience often in need of entertainment.

With clear directives on how to implement, I expanded upon and applied the brands across a broad range of collateral and environmental spaces, as well as documented consumer praise for the experiences.

As the agency of record for The Coca-Cola Company’s PR and digital communications, 206Agency drove messaging of the company’s corporate responsibility endeavors. Many key releases were accompanied by content-heavy infographics, with efforts culminating in a 90-page sustainability report documenting the organization’s global business ecosystem—a rather expansive affair, really! Leveraging the brand’s bright, bold color palette and rounded typeface, my design solutions aimed to temper the content’s density and gravity with a little bit of levity.

Known for bringing some of the world’s finest music selectors to the cozy reaches of the Pacific Northwest—and for creating unique, intimate, and immersive sound experiences for discerning audiophiles—the High+Tight collective maintains as one of its trademarks the printed ticket as a keepsake from a memorable evening. With much pleasure, I’ve accepted invitations to design some of these pieces, which have provided an opportunity for full creative exploration and expression.

Through contacts in international public health, I was connected with Sinergias, an organization that brings health and social services to underserved populations throughout their home country of Colombia. Our collaboration sought to produce a promotional video documenting the group’s work in the Amazonian province of Vaupés, where staggering health figures present a call to action to bring specialized assistance to this isolated region's communities in need.

As the leader of the project, I organized a small team of assistants, managed all pre-production, operated sound and camera during ten days of shooting in small jungle villages and in Bogotá, and also handled all editing and postproduction, including translation management.

Disclaimer: HausfrauHome is me (see the resemblance?) Well, actually, it’s the brand I developed for the pet project born from my aptitude for helping others (as well as myself) create home spaces unique to their identities.

As an extension of this idea, the website and photography aim to capture my own personal style–or way of life, even: neutral backdrops punctuated with bright, bold pops of color and zest. As for the name? Well, let’s just say I maintain a tidy domicile.

When the City of Seattle’s Office of Economic Development approached 206Agency to design a program to inspire Seattleites to explore the city and support its local businesses, the team created the Only in Seattle campaign—a digital showcase of some of the city’s most unique food and retail establishments. What it meant for me—besides creating an original brand for the program—was traveling to 50+ local businesses in sixteen neighborhoods across the burg, meeting business owners, and photographing them and their wares.

The city also called on the agency to drive the new Seattle City of Music program to acknowledge Seattle as a distinctive and innovative center for music. I developed the brand for the new program and designed a series of posters to appear at the inaugural gala held at Seattle’s Paramount Theater.