I’m a brand designer interested in strategy, production and art direction.
[Currently open for contract work]WORK EXPERIENCE
Senior Brand Designer → Lucid Software, 2022–2026
Contract Designer → TRON DAO, 2025-2026
Freelance Graphic Designer → 2017-2026
Brand Designer → Impact suite, 2021-2022
Brand Guidelines
Role: Brand Designer | Client: TRON DAO
Overview
As a Brand Designer at TRON DAO, I architected a comprehensive, enterprise-grade digital brand guidelines system to unify one of the world's largest decentralized Web3 ecosystems. The primary objective was to consolidate fragmented visual assets into a single, scalable source of truth that enforces global brand consistency while empowering both internal teams and external agency partners to build efficiently.
Approach
I audited, systematized, and documented the DAO's visual identity from the ground up, establishing clear rules for brand expansion and multi-team collaboration. My contributions included:
Auditing and unifying fragmented assets across a complex decentralized ecosystem into a centralized, web-based design system
Building scalable Figma component libraries pre-loaded with evergreen social templates, UI patterns, and marketing assets to accelerate daily content production
Standardizing core visual primitives, including primary logo lockups, precise clearspace specifications, full-spectrum color palettes, and typographic hierarchies
Defining imagery and data visualization standards, balancing futuristic 3D motion renders with human-centered photography and technical graphic overlays
Architecting a scalable hand-off framework complete with downloadable assets and structured documentation to streamline collaboration with outside agencies and partner teams
Company Kick-Off
Role: Lead Brand Designer | Client: Lucid Software
Overview
As part of Lucid Software’s internal creative team, I art directed the core visual theme and multi-channel branding system for the annual Company Kick Off (CKO). Designed around the rally cry "Strong Past, Strong Future," the event identity was built to align global teams, drive company-wide engagement, and set an energetic creative tone for the upcoming fiscal year across both physical and digital environments.
Approach
I led end-to-end creative direction, collaborating across executive leadership and event production teams to translate high-level corporate messaging into an expressive visual system. My contributions included:
Designing custom identity assets, featuring a bold, bubble-letter "CKO" logo mark supported by a vibrant, high-contrast color palette and playful graphic elements
Art directing promotional media, including concepting and guiding the visual direction for the executive hype video to drive anticipation leading up to the event
Designing physical environmental spaces, from interactive booth setups and large-format architectural signage to custom event apparel and branded swag collections
Building a scalable event toolkit, delivering consistent slide frameworks, digital signage, and internal promotional graphics for seamless cross-functional execution
Hackathon
Role: Lead Brand Designer | Client: Lucid Software
Overview
As the lead brand designer for Lucid Software’s internal Hackathon event, I created the core visual theme and event branding system used across all materials. The goal was to energize teams, reinforce a sense of creative exploration, and give the Hackathon a distinct identity within the Lucid brand.
Approach
I started with a bold, playful direction that emphasized motion, momentum, and collaboration. The visual system included:
A custom logo mark inspired by M.C. Escher
Slide templates, signage, badges, and swag assets
A digital toolkit for internal marketing and team presentations
University of Utah
Theatre Building
Role: Freelance Graphic Designer | Client: GSBS Architects
Approach
We took a bold, minimalist approach that prioritized emotional resonance and visual clarity. The design system focused on:
Large-scale historical photography to draw attention and create impact
A clean, modern typographic structure for storytelling and chronology
A modular layout to guide viewers along the timeline with intuitive flow
Two additional graphic walls to expand the narrative and anchor the space
Overview
In partnership with the experiential design team at GSBS Architects, I worked on the visual design of a 60-foot graphic timeline and two accompanying feature walls for the University of Utah’s Theater Department. The installation was created to celebrate decades of the program’s history and foster a shared sense of identity and pride across departments.
State of Compliance
Role: Freelance Graphic Designer | Client: Sixfifty
Overview
As a freelance designer for SixFifty, I was brought on to design a gated editorial report that showcased data collected from a third-party research partner. The piece was aimed at positioning SixFifty as a thought leader in the legal compliance space and driving qualified lead generation through high-value content.
Approach
I developed a clean, editorially-driven layout built on a four-column baseline grid to support both narrative and data-heavy content. Key design elements included:
A modular grid system for clarity and typographic rhythm
Custom data visualizations to make complex findings digestible at a glance
Strategic content pacing to guide users through insight-driven storytelling
A polished, professional visual tone aligned with SixFifty’s brand
Social Marketing
Role: Art director | Client: TRON DAO
Approach
I collaborated closely with the internal TRON Design team and motion designer Rafael Conce at Sons Design to translate complex technical milestones into clear, compelling motion graphics. My contributions included:
Designing visual systems that seamlessly bridged TRON’s sleek, futuristic aesthetic with the unique brand identities of each partner network
Storyboarding dynamic sequences and environmental transitions, guiding the viewer from dark, tech-driven corridors into vibrant, stylized landscapes
Providing creative direction to the motion team regarding pacing, lighting effects, and logo reveals to maximize visual retention on social feeds
Ensuring brand consistency and precise asset alignment through to the final production handoff
Overview
As part of Lucid Software’s internal creative team, I helped art direct a series of advertising videos designed to highlight key product capabilities and drive user engagement. The videos were tailored to specific audiences, including one focused on agile practice users and another introducing a new in-product feature set.
Advertising
Role: Art director | Client: Lucid Software
Approach
I collaborated closely with content strategists, product marketing managers, and motion designers to translate complex messaging into clear, compelling visual narratives. My contributions included:
Storyboarding scenes based on finalized scripts and marketing goals
Designing visual systems that supported clarity and narrative pacing
Providing creative direction to the motion team during execution
Ensuring brand consistency and alignment through final production handoff
Overview
As part of Lucid Software’s internal creative team, I helped art direct a series of advertising videos designed to highlight key product capabilities and drive user engagement. The videos were tailored to specific audiences, including one focused on agile practice users and another introducing a new in-product feature set.