Information Architecture • Brand Systems • Operational Strategy
I bridge the gap between high-level operations and visual execution. My work focuses on building clarity in complex markets—turning technical data into sales tools and scaling brand identities for high-growth environments.
Core Strategic Competencies
Featured Case Studies
OSTS: Visualizing Residential Value
The Problem: Industry-standard tint guides focused on automotive data, making it impossible for homeowners to visualize privacy or heat-reduction benefits in a living space.
The Strategy: I built a residential visualizer from scratch. By adjusting digital opacity to match human perception (30% opacity representing 70% VLT), I created a realistic "before and after" that customers could finally trust.
Result: Reduced "Cave Fear" in the sales cycle, directly increasing residential conversion rates and lowering customer hesitation.
Project PVP: Responsive Identity
The Problem: Brands in the tactical and technical space often use complex marks that lose all meaning or legibility on small screens and micro-UI elements.
The Strategy: Engineered a "Reactive Identity." The primary mark utilizes negative space to hold a secondary symbol for high-impact views, which mathematically simplifies into a geometric icon for favicons and sticky headers.
Result: Maintained 100% brand equity across 4K displays and 16px favicons without sacrificing technical performance.
Systems Architecture & Menu Logic
Rebud: Scaling Cannabis SaaS
The Challenge: Managing 1,800+ SKUs across 15 locations created massive "Analysis Paralysis" for customers and inventory synchronization nightmares for staff.
The Strategy: As Director of Strategic Ops, I co-led the rollout of LogicKit. I moved the UI away from "List-Heavy" jargon toward a "Benefit-First" visual architecture that synced in real-time with METRC and Weedmaps data.
Result: Improved operational efficiency by 70% and scaled online ordering from 0 to over 90% of transactions prior to storefront launch.
DevExpress: Global Brand Activations
The Challenge: Standing out in high-noise global trade show environments while marketing abstract technical products.
The Strategy: I led the global marketing and tradeshow strategy, designing immersive environments that humanized developer tools through "Hero" narratives. This included managing the full lifecycle from 3D conceptual renders to live on-site execution.
Result: Boosted global engagement by 60% while reducing overall marketing spend by 50% through vendor optimization and strategic planning.
3D Conceptual Render: 20x20 Global Activation
Microsoft Tech-Ed: Multi-Channel Live Implementation
"Become a UI Superhero" Campaign: Award-Winning Execution
House of Blues: Large-Scale Global Brand Activation
Normal Mode
Sale Mode Active
FrugalDev: Visualizing Business States
The Challenge: Communicating temporary, high-value business states (site-wide sales) without degrading the premium aesthetic of a technical brand.
The Strategy: I directed a mascot-driven UI strategy. Rather than using intrusive banners, I engineered a "Context Mode" for the brand's mascot. The transition from "Stationary" to "Active Flight" served as a universal visual trigger for customers, indicating a change in pricing structure while maintaining brand integrity.
Result: Drove high-intent user behavior during sales cycles, contributing to **$400K gross revenue in Year One** and successful resale partnerships with Microsoft.