About
I’m a creative strategist and brand designer with seven years working across 60+ brands in categories ranging from fashion and footwear to CPG and home goods. My background is in architecture, which is less of a career detour than it sounds. Spatial thinking, systems, the relationship between structure and feeling. It shows up in how I work.
For the past two years I’ve been leading creative strategy at CRUSH, a boutique Amazon agency. Before that, Amazowl. The throughline across both has been the same: figure out what the customer actually needs, then design toward that rather than the other way around.
I don’t start with aesthetics. I start with category research, customer review analysis, purchase driver mapping, and competitive benchmarking. The design comes after the diagnosis. That sequence is what makes the work hold up.
How I work, in four lines.
The research comes before the canvas.
Before any design decisions, I do a full creative audit of the competitive landscape: share of sales, key purchase drivers, customer pain points, review sentiment, ICP analysis, and visual benchmarking against top performers. The audit produces the brief. The brief produces the design.
The customer writes the brief.
Review mining is one of the most underused tools in brand design. Real buyers tell you exactly what they needed to hear before they converted, and exactly what almost stopped them. That language becomes the messaging hierarchy. That friction becomes the content strategy.
Every design decision has a reason.
I don't make aesthetic calls in a vacuum. Hierarchy, sequence, emphasis: each one traces back to something a customer said, a purchase driver the category research surfaced, or an assumption we're testing. If a design decision can't be explained, it probably shouldn't be there.
Brand fluency is a skill, not a byproduct.
After working across 60+ brands in wildly different categories, I've gotten fast at reading a brand's visual language and working inside it credibly, without losing what makes the work effective. Adapting to a brand's voice isn't a constraint. It's the job.