Design Director & Product Designer
Design that drives
real outcomes.
20+ years building brands, products, and systems — from zero-to-one startups to platforms at $100M+ scale. I close the gap between vision and shipped product.
Companies & clients I've designed for
Selected Work
Products scaled.
Brands built.
From high-stakes government funnels to consumer health marketplaces — every project starts with the problem, not the pixels.
Scaling eTags from zero to $100M+
VP of Design for 10+ years at one of the US's leading DMV service platforms. Built the entire brand system, product UI, funnel architecture, design system, customer portals, and lifecycle creative — from founding day to 9-figure revenue.
- Full brand system built and scaled across 10+ years of growth
- State-specific funnel design validated with UX testing before dev
- Customer & internal support portal — designed and front-end built
- Cross-platform design system unifying web and mobile
Partzilla & Ridezilla
Built two brands as a coherent family for a 9-million-order OEM powersports platform. Full identity system, IA redesign, and front-end for a high-SKU catalogue that needed to serve precision buyers at scale.
Healthnook — Health Insurance Marketplace
Turned a genuinely complex product into something a non-expert could compare, evaluate, and act on. Full brand, marketplace UI, enrollment flow, and front-end — built and launched in a single year.
SKN Labs — DTC Skincare Brand
End-to-end brand ownership: identity, packaging design, supplier sourcing, campaign creative, CRM, and eCommerce. Scandinavian-positioned skincare built from concept to shelf-ready.
Real E-Cigarette — Premium Nicotine Brand
Design-led entry into a category dominated by cheap alternatives. Full brand, hardware packaging, campaign creative, and DTC eCommerce. Wound down in 2013 on legal advice — market timing, not commercial failure.
View archive — 15+ years of work across marine, tech, retail & lifestyle
What I Bring
The full stack —
strategy through code.
I bridge the gap most design leaders can't: I can define the vision, run the team, and ship the front-end myself.
Design Direction & Leadership
Building and running design teams, setting creative standards, driving product strategy from the design seat. Player-coach by default.
Brand & Identity Systems
Full brand development — identity, tone of voice, guidelines, and campaign direction built to scale across digital, print, and product.
UX & Product Design
End-to-end product design: research, IA, wireframes, prototyping, UX testing, and high-fidelity UI — fluent in the full design process.
Front-End Development
Production-ready HTML, CSS/SASS, and JavaScript. I write the code, not just the spec — which means faster iteration and cleaner handoffs.
Motion & Multimedia
Video production, motion graphics, and lifecycle campaign creative — from script to final cut, across all channels.
AI & Emerging Tools
Active practitioner with AI-integrated design and development workflows — staying ahead of how AI is reshaping the design process.
About
I've been doing this for 20 years. I still care about every pixel.
I started in ad agencies doing interactive work for Nokia and Motorola when Flash was cutting-edge. I've been through the shift to mobile-first, design systems, and now AI-integrated workflows. What hasn't changed: good design earns trust, and bad design costs it.
For the past decade I was VP of Design at eTags — building a product from a two-person startup to one of the leading DMV service platforms in the country. I've run the design, written the front-end, and sat in the room where the business strategy got made. That combination is rare.
I'm based in Fort Lauderdale, FL. Open to senior design leadership roles at product-led companies and AI-forward teams who want a design leader who can work at every altitude.
-
2014–2025
VP of DesigneTags.com — Fort Lauderdale, FL
-
2013–2014
Design DirectorAJT Media — Fort Lauderdale, FL
-
2010–2013
Co-FounderAvantGarde Marketing
-
2007–2010
Brand Director, UI/UXArgo Digital Solutions
-
2005–2007
Interactive ManagerXtremeMac — Weston, FL
-
2000–2005
Interactive ManagerStarmark — Nokia, Motorola, BOSCH, USMC
-
1998–2000
Designer, 3D ArtistFrankel & Co — McDonalds, Frito Lay, USPS, Walmart, United Airlines