Eighteen years, three disciplines, one sequence.
Art director, creative strategist and UX/UI designer, working across eCommerce, fintech, enterprise platforms and newer digital ecosystems.
I direct the visual work customers see, and I understand the experience around it well enough to know what that work has to do for them. Those two things are usually split between different people. Keeping them together is the whole point.
Most of my career has come down to two jobs at once. Get the craft right, and make it repeatable. Setting a standard is one job. Holding it steady when a lot of people are producing work across markets, formats and devices is a different job, and it is the one I have spent the most time on.
How I work
UX / UI
Start with the customer
I research, study how people behave, find where the real problem sits, and turn the answer into screens they can actually use.
Creative, business and marketing strategy
Know who we sell to and what the work has to return
Who they are, how they buy, and what comes back. Creative that does not pay for itself cannot be repeated, and what you cannot repeat you cannot build on. Marketing without a strategy behind it is just spend.
Art direction
Make it land
Something people want to look at and act on, across print campaigns and digital. That takes an understanding of the medium, the space the work lives in, and the psychology of the person on the other side of it.
Across all three
- Design systems
- Built and grown so quality holds when a lot of people are producing work at once, and so direction survives without me in the room.
- Evidence
- Production data, the errors that keep coming back, and how people actually behave. Fix the pattern, not the same problem twice.
- Tools and automation
- I work with product and engineering on the tooling behind creative, so an improvement holds instead of depending on people remembering it.
- Mentoring and training
- Direction designers, retouchers, editors and outside partners can act on. I mentor, run training, and work at getting reviewers to judge the same way. I take part in hiring and portfolio reviews.
- AI in creative production
- My current research is on AI and human interaction. It goes straight into how I set references, prompts, limits and standards for AI assisted work.
- Tools
- Photoshop, Illustrator, InDesign, Acrobat, Figma. Hands on every day, on Mac.
Experience
- 2022 — present
- Role, Company. One or two lines naming the art direction, brand, campaign and production work, and the scale you worked at.
- 2019 — 2022
- Role, Company. One or two lines.
- 2015 — 2019
- Role, Company. One or two lines.
- Earlier
- Roles and companies, condensed to a single line each.
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