I design for the distance between vision and execution.

Strategy-led design focused on behavior, clarity, and conversion.

featured projects

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Collage of fruit-flavored sparkling water cans with images of their corresponding fruits: pineapple, plum berry, citrus, and guava. The cans are decorated with simple illustrations of the fruits on colorful backgrounds.

Brand Design & Packaging

Bold identity. Real fruit energy. A brand built from flavor first

Brand Identity Packaging Design Social Creative

Open barista manual booklet on a wooden surface with roasted coffee beans and a cup of coffee in the background.

Instructional Design & Training Systems

Barista Training System & Operations Manual

Instructional Design Training Systems Hospitality L&D

UX Research & Strategy

A self-initiated UX audit that turned booking friction into a $51K revenue opportunity.

UX Audit Usability Testing Hospitality Revenue Strategy

Petite Eats branding and packaging, showcasing modern and vibrant food visuals

Brand Identity & Content Strategy

Irresistible flavor meets irresistible design.

Branding Social Media Content Strategy

A laptop screen displays a collage for a podcast called "Unsupervised with Syd & TP," with the subtitle "Welcome to the secret episode." The collage features images of women, colorful hearts, and doodles, along with text indicating new episodes every Thursday and a note about unofficial merch.

Digital Experience & Creative Strategy

Design that starts as a joke and ends as a strategy.

Merch Design Digital Landing Page Creative Marketing

A person holding a list of inventory items for a market or store, with a metal pitcher in the background.

Instructional Design & Operations

Restaurant Operations System & Execution Framework

Operations Design Systems Thinking Hospitality Strategy L&D

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