03 / Digital product & experience design
I design the moment an idea meets a person.
Sometimes that moment happens on a screen. Sometimes it happens in a document, on a product, or across a room full of people.
Brand experiences · Product systems · Client communications · Event experiences
The format changes.
The questions don’t.
- What should someone understand?
- What should they feel?
- What will make the experience feel intentional?
01 / Client work · Business experience + communication design
The Closing Collective
Making invisible expertise feel valuable.
Cindy already had the business. She knew the services she provided, how she worked and what she charged.
What she needed was a way to make someone else understand why that work mattered.
I took the raw facts of the business and shaped the positioning, messaging, visual direction and client-facing narrative into a business brief designed to do two jobs: live on the company website and serve as the primary document prospective clients receive when considering working with The Closing Collective.
The communication problem
How do you sell the value of work that is designed to happen quietly?
Transaction coordination, listing support and administrative operations are often most successful when the client barely notices them happening.
That creates an interesting communication problem: the work is essential, but much of its value is invisible.
The experience needed to make precision, calm and operational capability tangible without making the business feel transactional.
Information architecture / Reading journey
Build trust before asking for the sale.
The document follows the questions a prospective client needs answered, in the order trust is built.
- 01Who am I trusting?Founder story
- 02What can you take off my plate?Service overview
- 03What does that actually look like?Detailed service experience
- 04Why you?Differentiation
- 05What will it cost?Investment
- 06What happens next?Action
Visual direction
Quiet capability.
The visual language needed to feel premium without feeling precious, polished without becoming corporate, and personal without sacrificing authority.
A restrained palette, editorial typography, architectural imagery and deliberate use of space gave the business a visual language that reflected what it was selling: thoughtful support, precision and calm.
02 / Product experience · Packaging system
Your Best Crown
Turning a care philosophy into something you could hold.
Your Best Crown was built around a simple belief: textured hair shouldn’t have to conform to a single standard, routine or definition of beauty.
The brand centered education, individualized care and products designed to support people in understanding and embracing their own curls.
The design challenge was translating that philosophy into a physical product system.
- 01CleanseNourishing Herbal Shampoo
- 02Deep conditionDeep Conditioning Masque
- 03MoisturizeWhipped Leave-In Soufflé
- 04DefineJelly Curl Styler
- 05ProtectAyurvedic Growth Oil
Design idea
Five steps.
One recognizable family.
Each product needed to feel unmistakably part of the same family while still communicating a different purpose, formula and usage experience.
The system also had to move from full-size bottles to sample packaging without losing recognition.
The packaging was one expression of a larger idea: help people understand their hair instead of asking their hair to fit someone else’s routine.
03 / Employee experience · Virtual event design
Babies in Bloom
Making a virtual celebration feel a little less virtual.
A coworker’s baby shower was being celebrated across a broader department, which meant the experience had to work without everyone sharing the same physical room.
I created a visual world that could travel across the experience, starting with the invitation and extending into interactive moments designed to give people something to do together.
Invitation
One visual language established the celebration before anyone entered the call.
AI-assisted character generation · Custom Canva composition
Guess Who?
The design moved from passive collateral into a shared activity, giving a distributed group a reason to look, guess and laugh together.
Spring Mocktails
Five drinks. One shared table, even from different places.
One theme. Multiple touchpoints. A small virtual event system designed to create shared participation, not just announce a meeting.
04 / Curated visual collection
Small moments.
Full attention.
Not every experience needs a full system. Sometimes the job is understanding the moment, finding the right energy and giving people a reason to want to be there.
People Analytics Holiday Party
A little personality goes a long way.
Gelato Italiano / Staff Appreciation
Employee appreciation with a little more flavor.
Twinkle, Twinkle, Little Star
A familiar idea turned into a visual world.