Getting to the why behind the what


My formal training in industrial design taught me to ask not only what and how, but also why. Over the years, the curiosity to dig deeper has developed my strategic design, positioning, and branding skills.


At Nike I was further encouraged to explore branding and worked on new positing and branding for Jordan and Converse. I sharpened this skill further at frog where the ability to combine design thinking, brand positioning, and product design became a crucial offering for our studio. At Sound United I was able to fully implement new positioning from concept to implementation for the Polk, Definitive, and BOOM brands and a master brand for Sound United.