I’m a designer and strategist currently leading creative at Rivers Agency, where I help shape marketing and brand experiences for clients in healthcare, retail, and consumer services. I specialize in bringing clarity to ambiguous challenges – whether it's a rebrand tangled in internal politics or a turning complex ideas into simple messages.
Lately, I’ve been advocating for a shift in how we talk about value in design. In an addiction culture obsessed with removing friction, I think we’ve lost sight of the fact that some friction is necessary. It builds trust, develops talent, and moves people from passive to engaged.
My goal, whether in client work or team leadership, is to help organizations figure out which friction is worth preserving, and which just gets in the way.
Let's talk about it.
Shaping the arc of how a brand shows up in the world. From identity systems to social creative to side projects like my own irreverent party game Minimum Wager, I know how to build brands that get people talking and keep them engaged.
Translating strategy into clear visual direction and campaign concepts. Skilled at guiding teams and managing up, ensuring ideas stay strong through stakeholder feedback and real-world constraints.
Helping organizations articulate who they are, who they’re for, and why it matters, then building systems that express it consistently across every touchpoint. As a former StoryBrand Certified Guide, I'm well-versed in positioning brands as trusted guides in their customers' hero's journeys.
Bridging the gap between design and language. I craft messaging frameworks and write sharp, human copy that aligns voice with vision, especially when clarity is the real differentiator.
I don’t always live in the weeds of components anymore, but I understand how systems scale. I advocate for design infrastructure that accelerates good decisions, not just consistent ones.
Comfortable leading complex conversations with stakeholders, especially in regulated, high-friction industries like healthcare. I translate creative intent into business value.
I lead by providing context, not just critiques. I aim to remove unnecessary blockers while preserving the right kind of friction—the kind that helps junior creatives sharpen their thinking.