Creative Direction and Digital Experience Innovation

My career began in digital, not as an afterthought, but as the main event—at a time when the rules were being rewritten daily. From the front lines at Leo Burnett and its digital offshoots, I helped push creative boundaries as the industry shifted beneath our feet. Instead of following tradition, I helped shape the next wave—moving from digital to lead in branding, advertising, and beyond. This foundation shaped everything that followed. My work cuts across every channel—digital platforms, video, brand systems, product design. Starting as a copy-driven creative, expanding into content strategy and UX. I’ve always fused message and experience, evolving naturally into UX and product leadership. I lead with concept, craft, and a bias for what works. Great creativity isn’t about looking clever—it’s about making ideas sharp, experiences uniquely memorable, and products that actually work. I operate best at the intersection of creative ambition and structural rigor, where content, product, and design thinking meet. From Enlighten to Edelman to Rocket, my remit expanded: strategy, design, capability-building, and modernizing teams for the next wave. Today, as tech and AI upend everything, the real challenge is making it all coherent, human, and unmistakably original. The work below shows how I turn change into impact—leading ideas from spark to system, and pushing design to deliver real value.

Creative Direction and Digital Experience Innovation

My career began in digital, not as an afterthought, but as the main event—at a time when the rules were being rewritten daily. From the front lines at Leo Burnett and its digital offshoots, I helped push creative boundaries as the industry shifted beneath our feet. Instead of following tradition, I helped shape the next wave—moving from digital to lead in branding, advertising, and beyond. This foundation shaped everything that followed. My work cuts across every channel—digital platforms, video, brand systems, product design. Starting as a copy-driven creative, expanding into content strategy and UX. I’ve always fused message and experience, evolving naturally into UX and product leadership. I lead with concept, craft, and a bias for what works. Great creativity isn’t about looking clever—it’s about making ideas sharp, experiences uniquely memorable, and products that actually work. I operate best at the intersection of creative ambition and structural rigor, where content, product, and design thinking meet. From Enlighten to Edelman to Rocket, my remit expanded: strategy, design, capability-building, and modernizing teams for the next wave. Today, as tech and AI upend everything, the real challenge is making it all coherent, human, and unmistakably original. The work below shows how I turn change into impact—leading ideas from spark to system, and pushing design to deliver real value.

Enlighten / Perficient Digital Reel

This reel brings together selected work created across multiple client engagements. The projects span strategy, experience design, and execution, and are presented here to show range and approach rather than exhaustive documentation.

Rocket Redesign + Design System

Disparate Designs for Disparate Purposes. My teams shaped separate product strategies and engagement for Rocket into a cohesive platform designed to support long-term homeowner relationships.

Jimmy John’s Redesign and Ordering UX

This project explores what happens when a fast, brand-driven business treats digital ordering as a core operational system rather than a marketing layer. The work focused on reducing friction across devices, clarifying decision-making in high-velocity contexts, and aligning brand expression with real-world ordering behavior. More than a redesign, it reframed digital ordering as a scalable experience platform—one capable of supporting speed, accuracy, and brand consistency as customer expectations evolved.

The Henry Ford Product and Content Strategy and Design

Aligned content strategy, navigation, and experience systems across a multi-site cultural institution to support discovery across physical and digital touchpoints.

U of M Athletics Recruiting Content Strategy and Design

. Designed a recruiting experience that balances institutional scale with storytelling and audience-specific journeys for Michigan Athletics. A recruiting experience designed to immerse prospective student-athletes in the scale, culture, and emotion of Michigan.

AAA Life Express Term Product Strategy + Product Design

Led the integration of product strategy, experience design, and delivery systems to launch AAA Life’s first fully digital term life insurance platform.

thebar.com Product Strategy and Design, Voice UX

The bar.com was an early version of “voice” UX, pioneering interaction through typed questions and video responses drawn from thousands of separate video clips. This pioneering effort in narrative, interaction logic, and system design was built to turn digital constraints into competitive advantages.

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