I am a multidisciplinary designer with a focus on visual, UX, and brand.
My career started in architecture, now I focus on design for outdoor, automotive, and e-commerce brands. Architecture gave me a strong foundation in design thinking and problem-solving that has proven invaluable in helping brands navigate the world of design and storytelling.
scheel-mann
Complete e-comm design and rollout, including brand guidelines and a cheeky print ad campaign.
scheel-mann has a seemingly simple product—orthopedic automobile seats—with a surprisingly complex array of applications. Their primary challenge is directing customers to the correct product combination for their specific application without having to hold each customer’s hand over the phone.
Their previous website was outdated, generic, difficult to navigate, not optimized for mobile devices, and lacked the modern e-commerce features necessary to drive sales. In addition it did not reflect the brands overal design aesthetic or company values and commitement to quality.
The project commenced with a kickoff meeting to grasp the brand, objectives, and desired website features. We then began with a detailed brand guidelines document built on Peter Drucker's “Purpose of Organization” and “The Five Most Important Questions You Will Ever Ask About Your Organization,” outlining the visual and tonal aspects, including the color palette and font.
After refining the mockups and agreeing on a new CMS platform with scheel-mann, I developed a basic framework and user experience in Shopify. The visual design relied on large, high-resolution images and displayed fonts with a content-first approach. Significant focus was spent on site organization and information design. Once the basic framework and visual language were established, I rewrote all the copy for clarity and a unified brand voice.
hyntr
A premium apparel brand for the discerning outdoorsman.
Made in the USA - 100% Natural Fibers - Apparel That Lasts
Apparel Brand creation, product line design, prototyping, sourcing, and manufacturing.
Dissatisfied with the disposable synthetic fast fashion dominating the apparel industry, I founded HYNTR to craft attractive, well-designed pieces built to last and made in the USA.
I designed and curated a capsule collection, launching a bespoke DTC e-commerce site to bring it to market.
I assembled and led a small team, driving the end-to-end vision and design process, from concept brief to final product approval. Additionally, I developed the brand identity and messaging, and built the e-commerce platform.
We have a fully designed product line, sourced materials, partnered with an Oregon-based factory, and secured a 3PL warehousing and fulfillment partner
NOMADICA
Recognizing a gap in the market for overland and camping equipment designed specifically for vehicle-based exploration, I founded NOMADICA to deliver products that prioritize fast setup, easy stowage, and long-lasting durability. In leading NOMADICA I set the vision and built the entire business from scratch, including developing a cohesive brand identity, launching an e-commerce site, and establishing a dealer network. I was responsible for overseeing all operations, logistics, and marketing, with a strong focus on optimizing systems to ensure seamless product distribution through retail, e-commerce, and U.S. wholesale for KOVEA.
As President, I led the brand-building and storytelling efforts, ensuring consistent styling direction across all channels. I also managed a small team of contractors and external agencies to drive our marketing strategy, including social media, email campaigns, SEO optimization, and Google Ads. My responsibilities included handling product updates, site curation, and customer service while streamlining purchasing, forecasting, and fulfillment operations. These efforts resulted in a fully realized business, a growing dealer network, and a brand that resonates with adventure-seeking consumers.
SKYLAB
When I worked at Skylab their mission statement was Serious Play. It was a fun place to work with a group of really talented people where we got push the boundaries of design across an incredibly wide variety of projects types and sizes. We worked in small teams, my role was primarily in the early phase of projects focused on design and visualization. Leading concept studies through finalizing schematic design.
Firestone Destinations
Curated Brand experience for Firestone Tires.
Offroad tires are notoriously tricky and expensive for journalists to test effectively to provide earned media exposure for tire brands. Journalists may not own an appropriate vehicle, nor live in an area that provides adequate terrain, or they may not possess the skills and expertise to safely venture out on their own.
Through Diff Comms PR, Nick Jaynes and I put together a program for media to experience Firestone’s Destination line of off-road tires in their intended environment.
On these drives, we spent up to five days off-road in remote areas, driving in a variety of conditions for hundreds of miles. We picked locations that were scenic, provided epic campsites, and offered diverse terrain to experience the tires in.
We put together a complete soup-to-nuts drive program: We selected the location, scouted and pre-ran numerous routes and alternate routes, built and maintained a fleet of 10 vehicles for use by media, invited the appropriate media, organized all the logistics, hired Overland Cookery to provide three catered meals a day.
This is a program that we continue to run for Firestone 2-3 times a year in different locations, with new media each time.