WORK

Explore my portfolio - crafting experiences that connect, evolve, and endure.

Featured Case Studies

Habitualize healthy habits through gamification

  • To drive incremental revenue for P&G’s Oral-B Powerbrush, my team partnered with Cigna to launch an IoT-enabled dental insurance program that rewarded healthy brushing habits. By linking daily brushing data to insurance incentives, we transformed oral hygiene into a gamified wellness journey—making dental care both engaging and measurable.

    Through a custom app, users received real-time feedback and earned rewards for consistent behavior. In just six months, 70% of users hit the 2+ minute brushing goal (up from 47%), users also purchased Oral-B products at twice the typical rate. and Cigna reported an 8% drop in dental claims costs.

    This experience product demonstrated how connected consumer tech can drive behavior change and create value across health and insurance ecosystems. It’s since been scaled by both Cigna and P&G.

End-to-end travel ecosystem

  • Delta Air Lines prides itself on customer service. To keep up with their growth, they wanted their digital ecosystem to take on a service-oriented approach.

    I spearheaded an incredibly talented team developing a series of industry-first, owned experiences and services (e.g., Live Baggage Tracking and Automatic Check-In) accompanying travelers from the initial moment of inspiration through to their arrival home through the Fly Delta app. Touchpoints also include: the new Delta.com gate displays, in-flight entertainment systems and WiFi portals, kiosks, wearables, AI systems and more.

    By reimagining the travel journey through a connected ecosystem and innovative experiences, my team and I helped reshape the business and what it means to frequent traveler, voted Fly Delta the best global airline app, and Fast Company named Delta one of the most innovative companies worldwide. To date, the Fly Delta app has been downloaded over 38 million times.

Heritage redefined for the Hardwood

  • The NBA & Hennessy partnership came to life as they share deep cultural equity in music, fashion, and urban culture. The collaboration also allows both brands to celebrate Black excellence, community impact, and cultural innovation—pillars central to their identities and future growth strategies.

    Hennessy releases annual, limited edition bottles celebrating the spirit and culture of the NBA. They reached out to my team to go in a different direction, one where product design and brand were synced.

    As the lead on the Hennessy x NBA limited edition redesign, I guided the brand and product design teams in crafting a visual identity that honors the deep cultural resonance between basketball and luxury. NBA culture lives both on and off the court. It’s found in the grit of the street game, the precision of championship play, and the creative energy that fuels fashion, music, and art. We immersed ourselves in that world, translating its texture, materiality, and rhythm into a bottle that feels both instantly iconic and richly layered.

    We drew from the graphic language of the game—jersey typography, court lines, and color schemes—to build a design system that felt authentically basketball while elevating it through the lens of luxury. These visual cues became the foundation for unique structural and packaging finishes, including embossed linework, custom bottle design, and premium materials that bridge heritage and modernity.

    The result is a collectible bottle that doesn’t just commemorate the partnership, it becomes a bold symbol of where culture, craft, and sport converge.

  • lululemon is the leading athleisure brand and yet their consumers had no knowledge of the advance fabric technology behind their yoga pants and leggings. My team was challenged to bring to life the science behind 20 years of lululemon fabric and product innovation. 

    We developed a product benefit system and visual language for both 2D and 3D expression, extended the system across all touchpoints, and managed and art directed a number of related campaigns and activations. 

    The resulting Science of Feel framework was more than a campaign, it’s a product development philosophy that educates lululemon’s customers on the innovative Hero Elements (fabrics, construction techniques, and technologies) that are unique to Lululemon.

Responsible for the strategy, execution, and delivery—leading teams to create user-first experiences that are engaging, effective, and drive measurable business impact.

Selected Works

Unifying a global brand that speaks every language

  • BBVA, a global financial institution in South America, Spain, and the Southern US, faced a critical challenge: its brand was fragmented across markets, leading to inconsistent customer experiences and diluted brand equity. As the bank embarked on a digital transformation, it recognized the need for a cohesive global identity. Our objective was to develop a unified brand system that could transcend cultural and geographic boundaries—one that would connect with diverse audiences while reinforcing BBVA’s ambition to evolve from a traditional bank into a modern, digital-first brand.

    Through a series of global research engagements, my team developed a set of core personas that captured the shared values and needs of BBVA’s customers. These insights informed the creation of a flexible visual language—crafting design principles with forward-thinking digital expression—to support a unified brand experience across all touchpoints, platforms, and regions.

    Our work helped reposition BBVA from a traditional financial institution to a modern brand focused on lifestyle and innovation.

    By designing and developing an ownable, scalable design system that stood apart from competitors, we enabled BBVA to break out of the “sea of sameness” and deliver a cohesive, human-centered experience that reflects its bold, future-focused vision.

Building the future

  • Holcim, a global leader in sustainable building materials created Amrize to unify it’s North American business units under a single brand. TO successfully launch this brand in a fragmented market, they required a cohesive digital platform and identity to match their scale and future ambitions.

    We successfully launched Amrize into the public sphere with an immersive online experience, the site combines compelling storytelling, thoughtful design, and technical precision to inspire trust, drive growth, and speak to every audience.

    Leading the account and responsible for delivery, my team created over 40 custom components, 300 pages of content written, designed, localized, and rigorously tested.

    The platform has exceeded industry benchmarks across speed, accessibility, SEO, and usability. Created to scale with the business, it serves a strategic tool for expansion.

Modernizing the brand for a younger generation

  • Culligan a leader in drinking water / water systems was at a crossroads. Over the last 70 years Culligan’s growth through M&A has brought incredible strength to the business, but also added extensive complexity. There was low awareness of the category and the Culligan brand; the only way to become a truly world-class business was through compelling products, quality service, and cohesive brand experiences.

    I led an experienced brand team to build a strategy that can move Culligan into the future:

    • Uniting the global portfolio

    • Commanding the marketplace

    • Increasing relevance & resonance

    • Deepening internal connection

    Shifting Culligan vision to, Anyone can get the water they love, anywhere on Earth.

    With the brand to guide us, I led the growth and execution of subsequent teams building on the brand success to:

    • Developed a robust GTM strategy & marketing playbook

    • a series of commercials and shoots

    • a new corporate site

    • a new eCommerce platform

    Culligan growth continues today.

Science of Feel