I’m a
Lead Designer
with 12 years of experience, who loves
the messy middle, the space where a vague idea needs to become a tangible, scalable reality.
I bridge the gap between product strategy, brand vision, systems thinking and high-fidelity craft. If you’re looking for a partner to
help scale a design culture, go from 0 to 1,
make the complex simple, or
turn lemons into lemonade,
let’s talk. Outside of design, I also make films and paintings.


Design Process
CV
Email
LinkedIn



ProjectClient
1Post ComposerNextdoor
2EventsNextdoor
3Content Moderation SystemNextdoor
43 Year Product VisionNextdoor
5Financial DashboardFlychain
6Brand Refresh & Website RedesignFlychain
7Store Experience and DesignTrove
8Cheddar CounterTrove

Store Experience and Design



Team


Design Lead 🙋🏻‍♀️
Head of Marketing
Interior Designer
Illustrator
Builders and Production Artists

As Design Lead at Trove, I led the creative direction and design of our first store, Drive-in. As this retail space was a new touchpoint in our brand ecosystem, I partnered with the Head of Marketing to create a brand strategy and positioning for the new space. The space was a place for our customers to drop off and collect their items, but also served as an important brand moment. I created a new color palette, photography style, typography style, graphic elements to evoke our brand values of Modern, Affordable, Trove Spirited. 















Exterior Mural

Our first store was located in a mixed industrial/residential area in a giant warehouse. As Creative Director, I wanted this piece to be bold to stand out and catch the attention of passerbys as the storefront was an important marketing touchpoint to drive brand awareness. As our first store, it also had to be distinctly Trove brand, unlike any branded experience out there. In addition, it had to be simple as the facade was corrugated metal (impossible to paint on) and huge (32 feet high). With these constraints in mind, I created moodboards and worked with Cyla Costa to design the mural.

Illustration: Cyla Costa
Production: Nev/NoEntryDesign, Derek/404era





Welcome Center

I wanted the store to be a physical manifestation of our brand, and the brand experience to reflect how Trove is distinctly different from the rest of the industry in not just the product and service, but also in experience and brand. As the space is a huge warehouse, we wanted to create a warm nook, the ‘Welcome Center’ where customers could take a moment to rest and breathe in the midst of their busy moving day. I deemed this aesthetic “modern quirky nostalgic“: modern furnishings to reflect the modern efficiency our product and service provides, quirky details to reflect the charm of our brand, nostalgic to reflect our desire to remember and celebrate the memories associated with our customers’ items.

Interior Design: Erin Hiemstra



Loading Bays


Once the customer checked-in at the welcome center, they proceeded to the loading bays to unload their belongings into their personal storage units. As this was where customers would spend the majority of their time with us, it was important to me to have every detail thought through and designed. Thus, I designed custom moving carts in our brand colors that evoked a sense of whimsy, fun and elegance in an otherwise stale piece of furniture. I also designed the iPad stands, using fun handpainted prints and custom lettering from Grant Lin. To complete the branded experience, I also designed our boxes with fun graphic elements.

Build: Dakota Wilder





Interior Mural


Walking into the space, you are greeted by a larger than life wall. I worked with Grant Lin to turn this wall into another branded moment, one with some wit and humour.

Design and Production: Grant Lin