“Everything we hear is an opinion, not a fact.  Everything we see is a perspective, not the truth.” 

Marcus Aurelius

a design leader helping people see why a design is successful.

Some of the great clients, companies, and brands I have been privileged to work with.

design : profile

As a seasoned design director, my journey began at Middlesex University in England, driven by a passion for solving design challenges. I've collaborated with leading teams at FCB, Sony, TBWA Worldwide, IBM, and Lockheed Martin, embracing diverse perspectives to create impactful solutions. Known for innovative thinking and a strategic approach, I’ve delivered exceptional designs across mobile apps and backend systems using agile practices. My career reflects a commitment to collaboration, learning, and sharing knowledge with project teams. With a passion for excellence, I continue to apply my expertise to help organizations achieve their design goals.

design : what I love to do!

I believe that design is about making meaningful connections. Every project I take on is an opportunity to engage people in a way that resonates deeply. My work spans branding, digital design, and user experience, and I strive to stay current with trends while grounding my approach in timeless principles. What drives me is understanding my clients' visions and turning them into reality. By truly listening and building strong relationships, I aim to exceed expectations and deliver designs that make a difference. I am excited at the opportunities to bring my expertise to organizations and make a meaningful impact.

design : approach

As a designer, I strive to...
Understand users and their needs. Find ways users can do “great things” effortlessly and enjoyably. Design products that work well and delight the user. As a designer practice User Centered Design (UCD), Agile Rational Unified Process (RUP), and Rapid Simulation to create designs that are both functional and enjoyable. My process involves understanding different workflows, creating empathy maps, and crafting user journeys to ensure that every design meets real needs. I believe in involving users early and iterating often to create products they love.

design : methodology

Rational Unified Process (RUP) integrates Scrum to deliver projects with agility, structure, and collaboration, essential for scaling agile. User-Centered Design employs empathy maps and user journeys to address diverse workflows and meet user needs. Rapid Visualization uses a 6-step process to gather and validate requirements through interactive simulations and user scenarios. These scenarios guide stakeholders through processes, screens, and requirements. Collaborative workshops further refine and validate requirements iteratively. I have applied this approach successfully across projects of all sizes, ensuring effective alignment between business goals and user needs.

design : design thinking

Design Thinking workshops can replace user interviews when time or budget is limited, fostering early client buy-in through empathy maps and user stories. This approach establishes a clear, user-focused backlog. User interviews, expert reviews, and usability tests validate behaviors and design flows. Organized information architecture and validated taxonomies improve content discoverability. Wireframes, whether paper or digital, illustrate user flows and bridge the gap between design and development tools.

design : certifications

Middlesex University, London, England
BA (HONS) Information Design
Newham College of Technology, London, England
Associate Degree – Graphic Design