CONSUMER GOODS AND STYLE GUIDES
I have worked on large scale eCommerce sites (designing the stores themselves and the merch within them when a project demands it) and built brands used by large teams and groups of vendors. Style guides are essential to success with all these projects - they provide a senior creative’s touch that allows even small teams to create assets at scale while keeping the brand’s delight enact (the human touch, at scale). I will be adding new material to this case study throughout the day [9/30/25].
Crooked Coffee brand and style guide
Warner Bros. TNT and TBS networks shared a common app. I managed a team of designers that maintained and updated these products. Building consensus between product, marketing and leadership teams was crucial and aided by a robust Figma prototyping workflow.
Crooked Media and Vote Save America Style guides
Crooked.com, the Crooked Store, and Vote Save America all had unique CMS requirements. We developed solutions that streamlined the use of these products so that Crooked could launch entire initiatives the moment news broke.
Crooked store and product design
Merchandise provided Crooked Media with an additional revenue stream as well as another route of influence. A few viral moments, along with coordinated promotion via a dynamic Shopify email workflow and in-house ad reads helped drive Crooked’s audience to its store. I worked with the eComm team to make designs responsive to audience preferences and helped turn the Crooked store into a destination for its audience.
Character design and Design for gaming
While at working at GLOW I oversaw the development of mobile and web-based games. These light, branded game experiences have returned to fashion as companies look for new ways to reach a hyperstimulated audience. Games provide a positive brand association rather than an interruption and are increasingly turned to for engagement.
