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.”
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.
Services that I provide:
Brand Identity
Make your business look as good as it is. Strategic branding that builds trust and attracts your ideal customers.
UX Audit
Stop losing customers to bad design. Find and fix what's killing your conversions.
App Design
Apps that users actually want to use. From concept to prototype, designed for real people.
A little more about me
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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

