Design Strategy · Selected Work · 2026

Strategy stays an idea until someone frames it.

I'm a designer moving from craft into strategy. I work with founders and big-picture teams at the messy, early stage — when the work is still a hunch — and turn it into brand systems, operations, and services concrete enough to act on.

Featured Cases

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01 — Branding

VMC Aesthetics — a clinic rebuilt around one system

VMC became a thriving practice before it had a brand system or a documented way of working. I rebuilt both into one source of truth the team now runs without a designer on call.

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02 — Brand & Product Vision

Vitality — a second venture, designed deliberately

Having fixed a practice that grew without a system, the same founder is building the next venture the opposite way — brand, product, and operating model framed before launch, not after.

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03 — Service Design

Diné Safe Passage — when trust is the product

A service and brand for a sector where every design decision is also a safety decision. Built person-first and non-stigmatizing, with care for the people it serves.

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Point of View

Most teams treat design as the last mile of execution. I treat it as the place a strategy first meets reality — which is exactly where the leverage is.

01 / Frame the problem
The brief is rarely the real problem. I find the tension underneath it before anyone designs a screen.
02 / Make it concrete
Strategy stays an idea until it's a system someone can see, argue with, and actually build on.
03 / Make it shippable
I optimize for the handoff — documented, low-maintenance, built to hold its shape after I leave the room.

Six more — the enterprise work from the EPAM years — in the archive.

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