Strategic Design for Brands on a Mission
I help small and medium businesses thrive with strategic branding that creates loyal customers and intuitive UX that makes buying easy.
A little more about me
For me, design has always been more than a job. It's my creative outlet—the place where I feel most capable, and the primary way I can make a meaningful contribution to the world.
That desire to contribute has always been focused on a single mission: helping the underserved. It's a thread that has run through my entire career, from creating accessible loan products and financial education in my early work, to the projects I tackle today.
This mission shapes my entire approach. My design philosophy is to make things easy—to create clear, accessible, and intuitive experiences that empower people. My personal art is where I allow myself to be expressive, telling the deeper stories of my journey, my culture, and my convictions.
Everything I do comes back to a core belief in equal chances and choices for everyone. It's a conviction born from my own journey. I see my work as a contribution to that fight, a tool for those who need it most. I am, and always will be, an underdog for the underdogs.When I'm not working, I enjoy hand lettering and crafting, which provide a break from screens and allow me to get my hands dirty. You can view my experiments here.
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In my role as a product designer, I work with business units, product managers, and researchers to develop a comprehensive vision for the product and gain executive buy-in. I use my design skills to help the team understand complex user research and business insights, and identify opportunities by sharing how to use mental models for better problem-framing. I create user journeys, process flows, and visual aids that help everyone understand what is happening and enable them to use their expertise more effectively.
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I believe that being able to work effectively with cross-functional teams is a critical skill for a product designer. I have experience working with different sizes and types of teams, and have had to take on a variety of roles. As a freelancer, I have worked with outsourced development and marketing teams. To ensure that everyone has access to the necessary information, I create comprehensive product wikis and design libraries.
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I graduated with a Bachelor's degree in Communication Design from RMIT in Melbourne and have experience working with a variety of mediums, including print and app design. I have a strong understanding of typography, color, layout, iconography, and aesthetic principles.
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I have experience facilitating group workshops and alignment sessions. As a facilitator, my main responsibilities include keeping everyone on topic and managing time effectively. I have facilitated workshops with a range of participant numbers, from one-on-one strategic sessions to Miro ideation and voting sessions with over 100 participants. These experiences have helped me understand what it means to be a design leader and how to bring cross-functional teams together.
Testimonials