Visual Designer
I design visual systems that connect brand expression and interaction—to shape user-centered experiences within complex product frameworks.
Branded Interaction
Design Process
Here’s a concise look at my design process—rooted in systems thinking and guided by creative precision; it adapts to evolving technologies and user behavior to shape distinctive brand identities, deliver on business priorities, and create cohesive, intuitive digital experiences that leave a lasting impression.
Phase 1
Research & Insights
Research, Content & Service Audit, Brand Architecture, Brand Strategy, Goals, Product Roadmap.
The Research & Insights phase establishes a foundation for meaningful design by aligning user needs with business and technical objectives. Through comprehensive research, service and content audits, and brand architecture analysis, I uncover insights that inform the project's direction. Working closely with cross-functional teams, I define user personas, map use case scenarios, and identify core goals. These findings are synthesized into strategic roadmaps that guide design decisions and help prioritize opportunities. Insights are clearly communicated through compelling decks and documentation to ensure alignment throughout the entire process.
Phase 2
Define & Ideate
Sitemaps & Content Maps, User Task Flows, User Journeys, Visual Concept, Behavioral Archetypes, Creative Brief.
The Define & Ideate phase builds on research insights to establish a clear design strategy and creative direction. It’s where structure, storytelling, and visual thinking come together to shape how people interact with the product and brand. I focus on developing visual concepts that express the brand’s personality, organizing information to support usability, tell a cohesive visual story, and enable intuitive navigation. Collaborating with cross-functional teams, I map user journeys, define behavioral archetypes, and outline key interaction patterns. These insights are translated into design principles and system foundations that inform decision-making and set the tone for a cohesive brand experience.
Phase 3
UI UX Design
Content & Functional Modules, UX Audit, UI Toolkits & Design System Templates, Documentation, Sitemaps.
The Interface Design phase bridges visual systems and interaction logic to deliver cohesive, user-centered experiences. Grounded in platform standards across iOS, Android, and web, I refine design systems and build consistent interfaces that align with both user expectations and business objectives. Working closely with product and engineering teams, I conduct UX audits, develop modular UI frameworks, and map out interaction flows to ensure clarity and functionality. This process reveals opportunities for improvement, addresses usability gaps, and supports the development of intuitive, scalable solutions that bring the full experience to life.
Phase 4
Brand Identity
Core Creative Concept, Brand Identity, Color, Iconography, Style Guides, Visual & Interaction Systems.
The Brand Identity phase defines how a brand is expressed across digital experiences through consistent, system-based design. Working at the intersection of visual design, storytelling, and user experience, I develop interactive guidelines and brand elements that bring identity to life within product environments. Through the integration of illustrations, patterns, imagery, color, typography, and layout systems, I create visual foundations that inform UI frameworks and shape the overall design direction. These assets not only establish a recognizable tone and style, but also serve as key reference points for teams, ensuring alignment and consistency from concept through implementation.
Phase 5
Development
Design System for Development, UX Frameworks, Enteractions Guidelines, Components & Patterns, UI Toolkits.
The Development phase ensures that design intent is carried through to implementation with precision and flexibility. By working closely with engineering teams, I support the translation of visual systems into scalable code through component libraries, UI toolkits, and adaptable frameworks. This collaborative process reduces technical debt, accelerates feature delivery, and maintains consistency across platforms. From developing Figma source files for customization to creating modular design assets for production, I provide the tools and structure needed to experiment, iterate, and build with clarity—bridging design and development through shared systems and workflows.
Work
Case Studies
Below is a selection of case studies spanning fintech, gaming, and enterprise systems. Each project demonstrates a tailored approach to product design, brand systems, and user experience—ranging from defining design languages to refining interaction patterns that drive usability and engagement.
Frameplay
B2B Platform
Designing for Scalable, Player-First In-Game Advertising.
Frameplay’s B2B platform enables integrated in-game advertising by embedding branded content within gaming environments—allowing publishers to generate revenue without disrupting gameplay or performance. In close collaboration with the engineering team, I developed tools and frameworks to support efficient experimentation and implementation, aligning design and development through shared systems. This included leading the creation of the platform’s first cohesive design system—establishing reusable components, clear guidelines, and scalable standards to ensure visual consistency and accessibility throughout the product.
Visa
Design Ecosystem
Digital Banking – Where Experience Meets Engagement.
Our team was responsible for building a comprehensive design ecosystem for Visa’s digital products, redefining mobile payment and wallet experiences with a strong focus on visual hierarchy and user-centered design. We developed a robust process and toolset that enabled smooth collaboration across design, marketing, and development teams. My role focused on the design of multi-tiered UI kits and web application artifacts, which significantly simplified the challenge of scaling. This approach streamlined rebranding and adaptation across large-scale platforms with diverse assets and brand requirements.
Capital One
Visual System
One Brand - Many Experiences.
The Capital One brand embodies the core idea of “One Brand – Many Experiences,” portraying the bank as innovative, caring, and reliable—committed to meeting and exceeding users’ expectations through advanced technology and forward-thinking solutions. Our visual system challenges created opportunities to iterate and discover better ways to serve users. My role focused on designing visual assets—refining micro-interactions, and crafting people-friendly digital experiences. These efforts worked together to differentiate the brand, tell its story, and connect emotionally with customers—securing a niche market and long-term loyalty.
Funzio / Gree
Product Creative
RPG Front-End – Concept to Launch.
Crime City redefined mobile RPGs on Facebook and iPhone with its immersive storytelling, strategic empire-building, and seamless social gameplay. Its polished UI and distinctive visual identity helped drive its massive success—culminating in a $210 million acquisition by Gree. As Art Director and UI Designer, I led the creative vision, crafted the visual language, and designed intuitive interfaces that shaped the game’s identity and user experience. From concept to launch, I built visual systems, asset libraries, and prototypes that delivered a cohesive and engaging experience for players.