About

Brand and web design wasn't a direct career path for me. More like destiny — the kind of thing that was always meant to happen. French fries and ketchup. Coffee and dark chocolate. Something that makes sense, but someone definitely had to try it first.

I started in architecture school, which taught me two things that still shape how I work: I love designing and building things, and I think in systems. But somewhere between studio critiques and hand-built models, I fell for something else.

I'd discovered what felt like a restricted section in the library — it wasn't actually restricted, but I was reading the marketing and branding books so intently it felt like I shouldn't be there.

I tried to add a marketing minor. It wasn't offered at the time, but the passion stuck anyway. Degrees weren't really the point.

Almost a decade has gone by. I've moved countries more than once, and built brands and websites for a global clientele that ranges from SaaS startups, marketing agencies, educational institutions, and plenty in between.

Turns out some things really are just meant to go together.

I design brand systems and the digital surfaces they live across — websites, component libraries, marketing campaigns, and the infrastructure that keeps them consistent as companies grow.

The thread running through all of it: figure out what actually needs to be communicated, then build the clearest, most considered way to say it. Everything else is noise.

For nine years I've been self-employed, which means I've never had the option to just do "my part."

I've written the briefs, managed the relationships, made the calls when things went sideways, and shipped the final product.

The upside of that is understanding the whole picture — design, business, client management, the actual mechanics of how good work gets made and why it sometimes doesn't.

When I'm not designing, I'm probably walking by the lake with a coffee, playing with my daughter, or falling deeper into a book.

I think in systems. Whether it's a brand identity, a website, or a design component, I'm always asking how the pieces fit together and how they'll hold up over time.

Good design isn't just how something looks on launch day — it's how it scales, how it adapts, and whether the team inheriting it can actually work with it.

I work closely with every client I take on. I ask a lot of questions upfront, I explain my thinking, and I push back when I think there's a better direction. It's how you end up with work that's actually worth shipping.