What I do
Keep work moving & together
I jump into the work, push ideas forward, and help teams keep things moving as they take shape. As things get messy (they always do), I help bring it together so the work stays clear, consistent, and doesn’t lose momentum.
A campaign system, designed to carry through digital and in-store touch points.
CTV concepts and direction for a bilingual (English/Spanish) diversity campaigns.
Making the digital experience easier to use →Helping a growing team find its rhythm →Cleaning up scattered assets so work could move →
Build rhythm that lasts
Once something clicks, I help turn it into something the team can keep using, not just once, but over and over again.
Different brands, same principle, built as systems to hold together across devices and touchpoints.
Radio spot concepts and direction for a bilingual (English/Spanish) diversity campaign.
“The Bargain Song (English)”, written by me.
Bringing a drifting brand back into focus →Exploring my visual style →
Systems & Scale
Role Creative Lead, Creative Manager
Tools Box, Canva, ServiceNow, Adobe Libraries, Figma
I also built a unified asset ecosystem across multiple platforms when no formal DAM existed. It cut duplication, reduced friction, and gave every team a reliable source of truth.How I built an asset ecosystem →
Digital
Role UI, layout, branding, usability
Tools Figma, Adobe CC, Invision, Squarespace, Carrd, Flash
I care about making digital experiences feel natural with clear layouts, thoughtful usability, and visuals that match the story a brand is trying to tell. I’ve built sites for private schools, fashion labels, and small businesses, learning how to balance structure and style with clean developer handoffs.
That same approach now shapes my work on larger platforms, where alignment, accessibility, and consistent brand expression make the biggest difference.See how I've improved digital experiences →
Production & Operations
Campaign production at scale
Overview
This is the kind of environment I’ve spent some time in. A constant flow of campaigns, shifting priorities, and a small team trying to keep everything moving. I focused on getting the work out the door while quietly making it easier for the team to manage as things scaled.
One version of an ad. There were often 7-8 multi-page versions with in-store messaging in two languages.
Background
Grocery Outlet operates across hundreds of independently run stores, each with local needs layered on top of national campaigns. Over time, campaign production became a continuous system, supporting everything from seasonal promotions to digital campaigns, store-specific needs, and internal initiatives.I experienced this from both sides, first as an individual contributor handling production, then as a manager responsible for output, quality, and team health as complexity increased.
The Challenge
The work was highly reactive. Priorities shifted late, ownership wasn’t always clear, and a small design team supported a large organization. Design often absorbed the pressure, expected to deliver consistent, on-brand work across channels despite ambiguity and urgency.As the company grew, the risk wasn’t just inefficiency. It was burnout, misalignment, and a fragmented customer experience.
We could keep up with reactionary requests by leaning on branded typographic templates.
My Approach
I didn’t wait for things to settle. I worked inside the pace of the work, focusing on what would help immediately while building something more stable underneath.I partnered with my director to create simple prioritization guardrails so the team could make decisions without constantly renegotiating priorities. Campaigns with broader impact and fixed deadlines came first, which gave us a shared way to navigate last-minute changes.I built direct relationships with buyers to better understand their goals and timing. That context helped reduce surprises and allowed us to prepare for recurring needs instead of reacting every time.Where tools or systems were missing, I filled the gaps with what we had. I organized shared folders, created accessible campaign assets for stores, and built lightweight libraries that made it easier for teams to find and use what they needed.I also developed templates across Adobe and Canva to support different skill levels, giving marketers and store teams the ability to move faster without going off-brand.Along the way, I helped formalize review and approval steps so expectations were clearer and rework was reduced.
Outcome
The work didn’t become simple, but it became more manageable.Teams had clearer ways to prioritize, better access to assets, and more confidence in what they were producing. Brand consistency improved across most stores while still allowing for local flexibility. Rework decreased, and collaboration across teams felt more aligned.Most importantly, having things in place created space. Space to respond, to support stores, and to keep the human side of the work intact.
Takeaway
I’m at my best when things are moving fast and not fully defined. I help teams get through what’s in front of them while setting things up so it’s easier next time.
Let’s connect
Other Projects
Brand Refresh • Creative Systems • Visual Style • User Interface & Experience
Systems & Scale
Brand System Alignment
Overview
The brand had drifted over time. It showed up differently across channels, and teams didn’t have a shared understanding of what it was supposed to be. I helped bring it back into focus and gave people something they could actually use day to day.
Background
Grocery Outlet had grown to over 500 stores, and with that growth came fragmentation. Messaging, visuals, and execution varied widely depending on the team or channel.
The Challenge
The issue wasn’t just visual inconsistency. It was a lack of alignment around what the brand stood for and how it should show up. Without that clarity, it was difficult to maintain consistency across the organization.
My Approach
I started by bringing key stakeholders together to align on purpose and direction. Working with leadership across marketing and communications, I facilitated a brand alignment workshop to get everyone on the same page.From there, we clarified the core personality of the brand and translated that into updated visuals, messaging, and guidelines that teams could actually work from.At the same time, I addressed how the work was being used. I helped connect scattered tools and assets into more accessible libraries and began laying the groundwork for a more unified system, even within existing constraints.
Examples from the brand guidelines.
Outcome
The refreshed direction helped improve engagement, including a significant lift in social performance. More importantly, teams had clearer guidance and tools, which led to more consistent and confident execution across channels.The work also set the foundation for more scalable systems, including shared asset libraries and future DAM planning.
Takeaway
Brands don’t usually break all at once. They drift. Fixing that isn’t about starting over. It’s about helping people understand what the brand is and giving them the tools to use it consistently.
Let’s connect
Other Projects
Production at Scale • Creative Systems • Visual Style • User Interface & Experience
Art Direction
Introducing the app
Overview
I directed Grocery Outlet’s mobile app TV ad, translating a small budget and undefined audience into a clear, on-brand message. By moving from lifestyle footage to motion graphics, we created a flexible, value-focused spot that delivered clarity on a tight budget.The project became a model for future broadcast efforts and reinforced a key truth: clarity and resonance connect more deeply than any joke or punchline.
Stylized logo in a 8-bit gaming theme.
Background
I led creative direction for a TV ad introducing Grocery Outlet’s mobile app. The goal was to communicate the app’s benefits quickly while staying true to the brand’s playful tone.
The Challenge
We had a limited budget, no defined audience, and no existing TV guidelines. The deeper challenge was understanding what resonated with customers and presenting value clearly beyond simply saying “we save you money.”
My Approach
I reviewed previous TV ads, identified gaps, partnered with a production team, and directed the visual style. Motion graphics became the most budget-friendly and on-brand solution. Audience insights revealed that direct value messaging would be more effective than aspirational storytelling.
A 30-second storyboard.
Outcomes
The ad was clear, fun, and under budget. It became a reference point for future broadcast work.
Takeaway
Clarity beats cleverness. Customers want to know how their lives improve. Next time, I’d strengthen voiceover cues. This first broadcast project reshaped how I think about value-driven messaging.
Let’s connect
Other Projects
Branding • User Interface & Experience • Creative Systems • Visual Style
User interface & Experience
Improving the Digital Experience
Overview
The digital experience wasn’t working the way it should. It felt inconsistent, harder to use than it needed to be, and didn’t fully reflect the brand. I stepped in to help make it clearer, more usable, and easier for both customers and internal teams to build on.
Background
Across web and app, the experience lacked consistency and accessibility. Different parts of the product felt disconnected, and without clear documentation, teams were often guessing or rebuilding from scratch.
The Challenge
Search was missing, accessibility needed improvement, and there wasn’t a shared way of designing or building across teams. That made it harder for users to navigate and harder for teams to move efficiently.
My Approach
I worked directly in the product with the team, focusing on what would make the biggest difference right away while also making sure the improvements would last.I improved ADA compliance by refining contrast, typography, and interaction patterns, and documented those updates so developers could apply them consistently moving forward.At the same time, I helped shape and prototype a search feature alongside the Senior Digital Director. It was a clear gap in the experience, and adding it aligned naturally with how customers already think about browsing and discovering products.I also redesigned the Careers page as a way to show what a more modern, cohesive experience could look like. It became a simple, tangible example of how better UX and brand alignment could work together.
Adjustments for the mobile app.
Outcomes
After launch, engagement improved and the experience felt more intuitive and connected. Just as importantly, teams had clearer documentation and patterns to work from, which made future updates easier and more consistent.
Takeaway
Small, focused improvements can shift the entire experience. When something is easier to use and easier to build on, everything starts moving better.
Let’s connect
Other Projects
Brand Refresh • Production at Scale • Creative Systems • Visual Style
Systems & Scale
Creative Asset Systems
Overview
As the company grew, creative assets ended up everywhere. People weren’t sure where to find things, and I became the go-to person for tracking down logos, templates, and files. Instead of waiting for a formal solution, I pulled together what we had and made it usable.
Background
With over 500 stores and increasing campaign volume, the amount of creative work expanded quickly. Files were spread across multiple tools and folders with no clear structure or naming standards.
The Challenge
There was no single source of truth. No consistent way to organize or retrieve assets. Leadership understood the problem but hadn’t committed to a formal DAM, which left teams working around the issue day to day.
Pain points my team discovered throughout this process.
My Approach
I worked within the tools already in place and focused on making them more usable.I created a more predictable folder structure in Box so teams could find assets without relying on tribal knowledge. I worked with designers and marketers to establish naming conventions that made files easier to search and understand.I organized reusable elements in Adobe Libraries and Canva, making it easier to build new work without starting from scratch. I also created a simple intranet landing page to guide teams to the right tools and resources.It wasn’t a perfect system, but it connected the pieces in a way that made sense for how people actually worked.
With a DAM, all are routed into one system built to store, serve, and keep the brand clean.
Outcomes
Teams spent less time searching for files and less time recreating work that already existed. Campaign rollouts became more consistent, and access to assets improved across departments and stores.It also helped reinforce the need for a formal DAM by showing what even a lightweight system could unlock.
Takeaway
You don’t need perfect tools to improve how a team works. You need something clear enough that people can use it without thinking twice.
Let’s connect
Other Projects
Brand Refresh • Production at Scale • User Interface & Experience • Visual Style
Craft
Visual Style
Overview
This is where I spend most of my time when I’m just making things. Sketching, exploring, and following ideas until something starts to click. These pieces come from that process. Some are quick explorations, others turn into more developed work.
The Challenge
I’ve always wanted my work to feel like it has energy and personality, but also clarity. Something that can carry a feeling or a story without becoming overworked or overly polished.
Early sketches and drawings.
My Approach
I don’t start with a fixed system. I usually start with something small. A shape, a line, a color, or a loose idea, and build from there.Over time, a few things keep showing up in the way I work:• a focus on movement and rhythm
• expressive, imperfect linework
• color used to set tone and mood
• small narrative details that give the work a sense of lifeI let ideas evolve as I go, which keeps the work feeling natural and not over-controlled.
Sticker graphics I made one year for my relatives' Christmas stocking stuffers.
Process & Exploration
Looking back at my work, I can see patterns in how I build things. I tend to start loose and refine as I go, layering in structure once the idea feels right. A lot of the energy comes from that early stage, so I try not to overcorrect it too quickly.
Graphic posters exploring movement and color to bring my favorite soups to life.
Illustrated posters for my band's shows.
What I learned
Spending time making work like this has helped me understand what feels natural to me and how I can bring that into other areas like branding and storytelling.
Takeaway
I’m still figuring this out. But the more I make, the clearer it gets what feels like mine and how to use it.
Let’s connect
Other Projects
Branding • Production at Scale • User Interface & Experience • Creative Systems