Persefoni helps clients reduce their carbon footprint by measuring emissions and creating compliance-level reports.

I worked on an in-house team as Senior Visual Designer, focusing on data visualizations that help clients understand complex concepts and sets of data with ease.

This meant creating infographics to help understand magnitudes of scale, creating presentations that quickly and clearly communicate Persefoni’s offerings, and designing visuals for use on the company’s SAAS platform and website.

I built brand guidelines for a visual system that were used by the entire team, and collaborated cross-departmentally to make designs that were clear, powerfully messaged, and pixel-perfect. I worked with colleagues around the globe to manage localization of my designs for different markets. I also enjoyed coaching teammates to develop new skills in motion graphics and other areas. I am always learning, and I prioritize helping others do the same.

As climate change becomes more dramatically apparent on our planet, corporations have an outsize responsibility to measure and reduce their carbon output. I am proud to have worked on a product that makes it clearer and easier for them to do so.

Sofar Ocean connects the world’s oceans to power a more sustainable future.

They developed a marine sensing platform called Spotter and deployed hundreds globally to create the largest privately-owned network of ocean sensors. Sofar also optimizes voyages with the Wayfinder platform, which uses accurate forecasts to plan faster, safer routes with fewer emissions.

I refreshed an existing brand system to build a stronger data visualization and motion graphics style, enabling both the Spotter and Wayfinder platforms to be more easily understood by prospects. I supervised a team of freelancers, providing direction, feedback and coaching to keep materials on brand. I rebuilt the corporate Spotter pitch deck, which increased sales across multiple markets by over 30%.

I spearheaded a major launch campaign for Spotter Scout, an uncrewed ocean vehicle that allows sensors to patrol broad areas of the ocean. From kickoff to launch, I led the team’s brand cohesion across multiple channels. I produced a sizzle reel for Scout to build excitement on social media. I designed new web pages for Scout’s launch, creating renderings and diagrams that clearly and elegantly showcase Scout’s capabilities. And I created eye-catching booth designs for the sales team to use as they promote their exciting new offerings. Throughout the launch, I kept the team aligned to meet brand goals across digital, email, social and in-person events.

Flux Strike: Branding Dystopia

In Eighth Era Studios’ time traveling mobile game Flux Strike, corporations have optimized the past, present and future to maximize shareholder value. Players must battle operatives across time to save relics from eight greedy corporations looking to alter time forever.

Each of these sinister corporations needed a brand identity, including a logo, color palette, typography and visual style, and I was happy to deliver. This is my only project to date where I was told, “We need it to look more evil.”

As Creative Director, I have worked across teams to develop a brand identity not only for the game’s corporations themselves, but also for the overall game and studio. Using mood boards and multiple iterative paths, I developed these interconnected brand systems in collaboration with seasoned game designers and emerging artists. As the game took shape, I advised on how to apply the brands to characters’ gear and skins, as well as each scene’s background art, steering the overall look and experience of the game.

For both the studio and game’s brand identities, our inspiration was retro-futurist optimism, paired with eery corporate paternalism. Of the eight eras of the game, the home era where our characters live is The Atomic Era, where everything is perky and the world of tomorrow is just out of reach.

I researched period-specific advertising, from the 1964 New York World’s Fair to WWII-era SPAM ads, to develop these space-age brand identities. Once I developed each corporate identity, I collaborated with game artists to explore how these could be translated for characters and background art across periods such as The Gothic Era, The Industrial Era, and beyond.

From selecting the game’s typeface, Transducer, to defining brand colors, to making key UI and animation decisions, Flux Strike branding has been a true labor of love for me.

Compass is a tech-enabled national brokerage that invests in quality branding to power growth for its real estate teams.

I collaborated with designers around the country to innovate on Compass’s brand, increasing awareness and driving growth. From local campaigns promoting properties with brochures, presentations and direct mail to corporate social media campaigns, my impact at Compass was as detailed as it was big picture.

The Compass brand team works as an internal agency to help real estate teams succeed in competitive markets. I developed typography-driven logos that were adopted by agent teams in all key US real estate markets.

This process began with creating a custom workbook with mood boards and questions to determine goals, audience and strengths. We then met over the course of several weeks to review multiple iterative solutions until a strong frontrunner was refined into a final logo. Other viable contenders were submitted to a national corporate library, where many of my unused logos were repurposed for other realtor teams.

In certain cases, extremely high-end properties would need their own brand treatments to compete at the highest level, and I delivered carefully considered luxury brand elements to allow those properties to shine as soon as they hit the market.

After honing this process in the San Francisco real estate market, I was invited to work with agents across the country in other hot markets, and I thrived on the process of researching and localizing my design to fit different markets.

From spending several hours with an owl to exploring the flora of Golden Gate park to a portrait sitting with a friend, I enjoy moments of connection with people and the natural world. I work in a number of media ranging from brush and acrylic ink to colored pencil to digital art and animation.

With a background in machine learning, natural language processing, business intelligence and computer vision, the Simpliciti team has developed a tool that creates paths for your gen AI implementation journey.

The team was seeking a modern, intuitive brand with a strong inspiration from systems, neural networks and nature.

I worked on an agency team of three to provide ad and social media layouts and logo iteration, as well as digital brand assets and type treatments. In addition to these deliverables, I contributed a brand guidelines document to this project.

Learn more about this project and view more brand assets on the Simpliciti website.

Artifact Cider Project is an innovative Massachusetts based craft cider company. Using local apples, they create ciders that are as authentic, eclectic, and forward-looking as the region they come from.

Artifact’s cider makers had an existing logotype, but wanted to expand their brand identity to include one or more pictograms that could be paired as a logo lockup with the logotype, or used independently. One of their explorations just needed a few tweaks to make it pixel perfect, and they wanted to see some additional explorations as well.

They were inspired by the form of the IBC tote, a fermenting vessel for cider, as well as the geometric patterns formed by rows of trees in an orchard, though they wanted to stay away from clichéd apple and tree imagery that they felt was overdone.

The client requested two of the presented directions for the final logo, to give some flexibility to their brand applications. The first direction that they began, a geometric abstraction of tree rows enclosed in a circle, provides a nice all-purpose solution, and the additional option that I developed references the IBC more closely, while also giving a nod to archaeological symbology. The founders of Artifact both have a passion for archaeology, which inspired the company name.

After working with the team on the logo pictograms, I developed can art for a new cider. Last Light is a light and golden cider to enjoy on a gorgeous summer evening. The Artifact team wanted the can art for Last Light to feel dreamy and lo-fi, evoking a Massachusetts sunset with lights twinkling in the distance. We explored New England sunset palettes as well as bokeh light patterns created by blurry lights in film and photography.

Prohibition Ice Cream is a Carmel-based company celebrating the city’s peculiar history with ice cream. In the roaring twenties, Carmel placed a ban on eating ice cream in public, along with wearing high heels and several other “sinful” activities. This ban remained in place until the 1980’s, when Clint Eastwood, mayor of Carmel, struck the ban down.

Prohibition Ice Cream wanted to create a playful brand that made a nod to this history, while also embodying a speakeasy feel, as if the ice cream shop was an illicit destination that could only be found by word of mouth. The two directions shown here were the final two options from a process that involved research, mood boards and ongoing dialogue.

The first direction dives into creative flavor combinations in its palette, and explores the option of a modular logo grid that can use different illustrations for each flavor in a flexible 3x3 square format. The second direction speaks to the thrill of the elegant 1920’s, when staying out all night dancing was a new freedom for young people, along with the picturesque coastline of Carmel.

Echo Collectibles was founded with a singular focus: creating limited-edition, investment-grade sports collectibles in 24K gold and .999 fine silver in partnership with the world's leading athletes, teams, and events.

Echo Collectibles’ debut release of the 2025 Ryder Cup Collection, commemorating Keegan Bradley's role as US Ryder Cup Captain, offers fans and collectors a new category of heirloom-grade coins and 24K gold coated prints built on decades of experience in the world of numismatics and collectibles.

It was an exciting opportunity to contribute as lead designer on both the gold prints and silver and gold coins. Collaborating with internal stakeholders and external parties to determine optimal branding, imagery and layouts presented a wonderful opportunity to dive into the world of professional golf.

This social media campaign was created by a team of women in Atlanta, Los Angeles, Boulder, San Francisco and Boston. Our team was inspired by the Fibonacci sequence, which adds the two numbers before it in the sequence to create exponential growth. The visual expression of this is a golden ratio containing a spiral, which can be found repeated in nature in pinecones, seashells, and even the human body.

When we were thinking about Women’s History, we wanted to explore the progress women have made in the past and envision a future where that progress is compounded. We thought about the curve as a visual metaphor for exponential growth and unlimited potential. We also liked the idea of the spiral to symbolize history coming back to the same place in new and bigger ways, rather than being a linear path.

This project was a true collaboration, and my role was to propose the concept of Fibonacci curve to the team, as well as to design the historical figures squares. The campaign also included generic social squares and those that featured contemporary female-led teams.

Academia is an online platform that allows scholars to share papers with millions of people across the world for free. Its premium feature allows users to track the impact of their work by collating data on papers that mention their work. It also allows optimized searches that gather packages of relevant scholarship to be dowloaded effortlessly.

Academia requested a consultant proposal to redesign their Premium call to action page to increase conversion rate for paid subscribers.

Competitive Analysis

For a competitive analysis, I reviewed a number of organizations and I chose ResearchGate, Scribd, JSTOR and TED. ResearchGate is a true peer, offering academic networking and author metrics and focuses its marketing on B2B with potential advertisers. I also included Scribd since it is subscription-based, they market to individual users, and it has an extensive library of academic papers. And since Academia is moving into the audio content space, it’s important to look at what Scribd is doing there as well. I included JSTOR as a platform that markets subscriptions to institutions, as a peer that integrates its research content into its design in an interesting way, and lastly I chose TED because it is membership based and sits successfully between entertainment and the academic world, making it a major influence on Academia’s target audience, since it is a showcase for academic celebrity.

ResearchGate uses two different illustration systems that read as approachable and organized, while also demonstrating concepts well. On the left, we see this system that uses a semi-flat style that feels very specific to the tech world. There are really graphic, sharp feeling shadows to add a layer of depth. The icons are grouped with a gray circle, and they break the edge just barely which is quite elegant.

On the right we see another illustration style that uses some of the same colors but introduces this saffron color. The style is different though, you see they’ve departed from the sharp shadows on the left, this illustration feels very whimsical and playful, and it’s meant to show information as these building blocks that are getting arranged or vaccumed up. It makes the work of research look manageable and gratifying using the tool.

These two systems work well independently but they are not cohesive enough to work together. If I were going to consult with them I would recommend tying the two systems together by using similar shadows and either the same palette throughout or scale back one system to only use one or two colors so they don’t compete as much.

They use lifestyle photos sparingly and well, but they’re not very conscious of the color used in the photographs, so the photos do detract from the color used on the rest of the website.

Scribd solves for the issue of color in lifestyle photography by using color overlays like this image of the camera, and by being really thoughtful about the photos they’re choosing like matching the black in the photo on the left to the background color. This really allows the design to sing, by pulling back on the color variations it allows the one color pop of the button to stand out.

The types of photos they choose is important too, as you can see the color schemes feel cohesive and personal, and very natural and not stock photo feeling.

Their use of icons is extremely restrained, they keep the graphics minimal which again allows the focus to be pulled elsewhere. They don’t compete against the more visual graphics even though they clearly communicate what they need to.

JSTOR pulls header backgrounds directly from its archives, which is a very elegant solution. They were even able to find images for the banners that all work in the same palette with each other. This is super successful because it creates visual excitement to explore what is in the collection. Also noteworthy is JSTOR’s iconic monogram logo, which is timeless and beautiful, and offers a different approach than the more tech feeling aesthetics on some of the other sites we reviewed.

TED uses a single color really effectively, that red is recognizable but for such a dominant color it does balance well with the rest of the secondary jewel tone palette. They use these photomontage graphics to show speakers in a way that feels cohesive and animated and almost feels like a movie poster. This definitely plays into the aspirational marketing, the membership CTA proposes that you’re joining a sort of club, and that by doing so you’ll become adjacent to this type of academic notoriety and celebrity. These hand drawn illustrations do a nice job of feeling very nonprofit and contemporary. They feel a bit childlike, in that they emphasize curiosity and possibility, almost referencing Reading Rainbow. It’s never a bad thing to appeal to a user’s inner child, as long as it’s balanced with a legitimate product that feels polished. Because they use a single illustration style and use it sparingly, it works really well.

Opportunities

Illustration communicates concepts and sets the tone and feeling of the brand. When it’s successful, it simplifies information clearly. When it feels disjointed, it can distract from flow of information and decrease legitimacy.

Regarding palette, ResearchGate and Scribd use very similar brand colors. These colors feel corporate and might not appeal to younger audiences. The hues of these colors are varied but the shade feels consistent. Because of this, the colors feel muted without feeling soothing. The palette should feel exciting but reassuring since this is a tool they are using to reduce the stress of research. They need to see the product as calming.

An advantage is that Academia’s brand blue is very soothing while being bright enough to capture visual interest. This can be elevated with additional color pops and use of gradients.

I also think there’s an opportunity to use some well placed lifestyle photography to help users envision themselves succeeding by using Premium. Of course Academia needs to make a strong case for its value proposition, but it also needs to resonate with users on an emotional level and sell an optimized lifestyle, and photography can certainly help there. Adding color overlays and gradients can help make photography more cohesive and visually interesting.

Opportunites: Current Page

The Premium button stands out well in the hierarchy, since that blue is really eye catching and feels powerful. I would recommend revisiting the gold color here, since it feels very neutral and a bit financial or conservative. This is an opportunity to energize the page with a more vibrant and soothing color. It’s possible to reduce the number of items here to four, so that the information is easier to digest. I would overall try to make this page more visual to increase click-through. I think the title messaging is really resonant, and I like that it’s very distinct in the hierarchy of the page.

Direction One

This direction uses an illustration system that feels playful and aspirational but also stylish, and uses a line art style for icons. The illustration on the left shows a relatable user who is in a flow state, using Premium, picking up her mentions, tracking metrics of her impact, adding relevant papers to her bibliography using PDF packages, working efficiently and feeling the magic. I’ve reduced the number of icons here to allow for easier intake of information, and tweaked some of the copy to be more user facing and understandable for someone who’s looking at it for the first time. You’ll see that these items each have a “learn more” prompt at the bottom, which would push the content down to open a window with more information about that item. By having this, Academia can also track what is clicked on to gain additional insights into buyer motivations.

Clicking on the Upgrade to Premium will take you to the purchase interface, which I believe should be stacked below in its own space, because it’s important to reduce distractions when users are making a purchase. Bringing in testimonials at this point adds the final push of credibility to enter payment info.

Direction 2

Direction 2 uses an expanded color palette, more geometric and minimal graphics, and gradient and color overlays to emphasize lifestyle photography more intently. By showing testimonials higher in the hierarchy of this page, we are supposing that users would relate to the experiences and would be motivated by the vision of an optimized life created by using Premium. The features information is still clearly shown, but the icons are simpler to pull focus where we want, in this case the testimonials.

The color pops for each testimonial photo moves the eye to each one at a time, so they are all emphasized but do not compete or become uniform. The gradient at the top is also a simple way to guide focus from left to right, and the eye naturally follows it from the header over to the upgrade button.

The payment window also uses a gradient over lifestyle photography, keeping the layout clean but energizing to allow the payment to be the primary focus.

Testing

In testing color we want to learn what’s more effective: a scaled back palette that lets icons and illustration do the heavy lifting or a more varied palette that highlights lifestyle photography, using simpler graphics.

The second test we’re looking at here is product features versus aspirational storytelling. We want to know: do users connect more with marketing that shows the desired outcome of a life made simple by Premium, or do they want to see engaging visualizations about the product features?

For the payment portal, we are also testing what background builds trust and guides attention toward completing the payment. On one option we have a subtle illustration, and on the other, a photo with a gradient.

Efficacy can be tracked by click through rates, time spent on a page, and for the latter question, the rate at which people enter their credit card info and sign up for Premium.

One Haight is a contemporary urban oasis with all the modern conveniences. Located in trendy Hayes Valley steps away from shops, restaurants and Market Street, these brand new residences feature high-end, condo quality finishes throughout.

I created three different directions for property branding and presented them to the client, each tailored to target personas based on our market research.

The first, a mark tied visually to a vintage key, alludes to the idea of this residence being the key to leveling up one’s life and taking the step of moving into a high end space. Textures from nature and stylish greenery reinforce the theme of new growth. This options tests the inference that within the target demographic, appealing to the older and more sophisticated end of the range would provide aspirational appeal to all.

The second mark, targeting the younger end of the age range market, represents the intersection of two streets, the form of the 1 representing Market Street and its vibrant flow. With expanded bike lanes and sections of Market Street closed to car traffic, this direction emphasizes the development’s ease of use for those living an active lifestyle and commuting by bicycle to downtown.

The third option appeals to a middle ground in terms of age, and also focuses on the finer things — local farmer’s markets, cooking in the units’ ample kitchens, fine food and drink, spiritual curiosity, and the great outdoors. In short, many of the draws that bring young people to the city of San Francisco. The form, simple and clean, feels adjacent to a high end gym or spa, branding that would feel familiar to this persona.

The client selected the second direction, and I worked with them to develop exterior signage as well as other brand applications.

InsideSource designs and builds custom workplaces to inspire and make productivity part of the space’s natural flow.

Their brand, a bright and colorful take on geometric shapes found in the blueprint process, is full of energy and playfulness. I created all designs for InsideSource’s corporate sponsorship of the San Jose Sharks at the SAP Center. I worked with technicians and facilities at the stadium to create large scale digital designs that fit the specs and best practices of the display rings and screens. These designs cycled during the game on live TV and streaming and brought in a high volume of leads.

In addition to the Sharks sponsorship, I also designed branded swag, presentations, look books, environmental branding, greeting cards and other print pieces to increase InsideSource’s growth throughout the region and country.

Unlike private carrier companies, the United States Postal Service is legally obligated to serve all Americans, regardless of geography, at uniform price and quality.

Prior to the 2020 US election, the USPS came under threat of being defunded and dismantled for purported fiscal reasons. However, mail-in voting was an absolutely essential tool in ensuring a safe and fair election during a pandemic. Many Americans supported the postal service by buying stamps.

While phone banking in Pennsylvania prior to the election, I came to learn that many people’s understanding of mail-in voting was minimal or nonexistent. This got me thinking about other ways to raise awareness and support the USPS.

The letterforms of this typeface take inspiration from the stamps purchased in solidarity and used to cast what would become historic votes.

Sustainable Succulent and Florist Design is a California-based nursery and design shop focusing on environmentally friendly practices. The founder, Elise Bowie, leans toward a timeless, elegant aesthetic to match the gorgeous arrangements she creates.

I presented her with a range of type and logo forms, and together we honed in on a logo that is both romantic and geometric, pulling shapes from local flora that she works with.