In design leadership, I’ve helped shape big campaigns and built systems that power the ideas behind them. To me, a design system isn’t just a way to organize assets—it’s a strategic tool to solve brand problems and express messaging in clever, meaningful ways. The best systems aren’t rigid; they’re thoughtful, flexible, and built to scale without losing their soul. They give cross-functional teams something solid to build on while leaving space for creativity, emotion, and human connection. That’s the kind of work I love.
HAVAS NEW YORK - THE JELLY’S
”SIDE EYE ACTION”
Design Direction / Art Direction
As Head of Design & Art Direction for Havas New York, I get to create design systems for internal events. The Jelly’s is one of my favorites. It’s our post-Cannes Lions celebration, designed to get everyone excited about the work that won and just as eager to create their own. The event thrives on participation, inviting attendees to engage and interact with the experience. Visually, the concept leans into envy, with the classic side-eye and a green palette as a playful nod to jealousy. The bold, cheeky design system captures the lively, irreverent energy that makes The Jelly’s so much fun.
MATTRESS FIRM
”DAYBREAK GRADIENT”
Design Direction / Art Direction
Uninterrupted sleep is a rare kind of luxury, the kind that leaves the mind calm and the body at ease. Our gradients echo the quiet beauty of night giving way to sunrise, capturing that fleeting moment of stillness before the world begins again. Grounded in Mattress Firm’s palette, the result feels effortless, like it’s always been there.
BENJAMIN MOORE
”ICON”
Design Direction / Art Direction
Benjamin Moore set out to elevate their visual presence without losing the recognition they’ve built over decades. The solution began with their existing logomark, a familiar shape that became the foundation for a flexible, contemporary design system. By extracting and expanding on its core geometry, the identity evolves while staying grounded in the brand’s heritage. The result is a system that feels refreshed, not reinvented.
SHAKE SHACK
”LOVE YOU MORE HEARTBEAT”
Design Direction / Art Direction
A fresh take on a familiar mark, this system elevates the curly flourish from the Shake Shack icon, reimagining it as a graphic heartbeat — a subtle nod to the Love You More campaign. The design honors the brand’s core while introducing a modular structure built for flexibility and play. With mix-and-match components, the system opens up endless layout possibilities, offering consistency without compromising creativity. It’s a balance of heart, heritage, and modern expression.
STRAYER UNIVERSITY
”PILLARS OF EXCELLENCE”
Design Direction / Art Direction
We reimagined the pillar in the Strayer University logo as more than a structural motif. Rising upward, it became a symbol of ambition and resilience, a visual metaphor for the pursuit of excellence and the drive to go further.
HEAVEN HILL
”LIVE BY IT GRID”
Design Direction / Art Direction
When Heaven Hill set their sights on becoming the next great American brand, we knew this wasn’t a job for half-measures (or half-pours). Drawing inspiration from the very soul of their product—the label on the bottle—we crafted a bold, modular design system that pays homage to their heritage while paving the way forward. Anchored in a strong grid and brought to life with striking black and white photography, the system doesn’t just brand, it declares. The result is an iconic visual language that feels as timeless as a good bourbon and just as smooth.
WELLS FARGO
”OPTIMISTIC BLOOM”
Design Direction / Art Direction
The Wells Fargo square was reimagined as more than a structural motif; it became a symbol of growth, a space where ideas, ambitions, and opportunities can thrive. This concept guided the creation of a flexible design system that feels energetic, modern, and inviting, while remaining rooted in the brand’s legacy. Designed to evolve with the people it serves, the system brings a renewed sense of optimism and forward momentum.
