Design Systems
Establishing a design system from the ground up is equal parts strategy, creativity, and discipline—especially when you’re simultaneously rebranding and rolling it out across every entity within a complex organization. In fintech and cybersecurity, where trust, clarity, and precision are paramount, the system becomes more than a toolkit; it is the backbone of the brand’s digital experience.
I architect design systems that not only unify UX, UI, and visual identity but also embed accessibility and scalability at their core. Built on atomic principles, the library evolves as a living ecosystem of components, patterns, and guidelines that power every initiative—from product interfaces and enterprise platforms to marketing and customer communications. By standardizing the foundation, we unlock efficiency, accelerate development, and ensure consistency across teams and technologies.
The process is rigorous and collaborative: from the first concept through flows, insights, prototyping, testing, and visual refinement, the system informs every decision. What results is not just a cohesive brand expression, but a resilient, future-ready framework that adapts with the organization—driving alignment, reducing redundancy, and ultimately delivering a seamless experience to users across all digital touchpoints.
sallie mae
Leading a 3-year digital rebrand and design system transformation—driving consistency, innovation, and impact across every digital touchpoint.
Over the course of three years, I led a comprehensive rebrand and the creation of a unified design system, guiding teams through countless prototypes, testing cycles, and integrations. As Creative and Experience Design Director, I oversaw the collaboration and alignment needed to bring consistency, scalability, and innovation across every digital touchpoint.
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Sallie Mae underwent a year-long rebrand that evolved into a broader refresh of the company’s digital presence. My team played a pivotal role in establishing the foundational design standards—defining the use of color, typography, and spatial systems—to create a more cohesive, modern, and accessible brand experience across every touchpoint.
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In partnership with an external agency, we developed a comprehensive design system grounded in user testing and feedback to strengthen trust and usability. I guided the team through a transition from InDesign to Figma, enabling greater collaboration and scalability. From there, we refined and redesigned key components of the system and began implementing it seamlessly across multiple technology stacks.
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While the process had its challenges, the results spoke for themselves. The redesigned entry landing page delivered a 22% performance lift, translating to a $34M monthly revenue increase. Just one month after launching the new product pages, engagement rose by 7%, driving an additional $8M in revenue with a projected $12M annual impact.
rapid 7
From events to digital: leading Rapid7’s rebrand with a scalable design system and seamless cross-channel execution.
As the Creative Design Director, I led Rapid7’s rebrand implementation—building and guiding a team to bring the new brand voice and tone to life across events, digital platforms, campaigns, and print collateral. Along the way, we created a scalable design system, tested countless prototypes, and integrated solutions that drove global consistency, collaboration, and impact—all while navigating the curveball of a cybersecurity breach fire drill.
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Sallie Mae underwent a year-long rebrand that evolved into a broader refresh of the company’s digital presence. My team played a pivotal role in establishing the foundational design standards—defining the use of color, typography, and spatial systems—to create a more cohesive, modern, and accessible brand experience across every touchpoint.
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In partnership with an external agency, we developed a comprehensive design system grounded in user testing and feedback to strengthen trust and usability. I guided the team through a transition from InDesign to Figma, enabling greater collaboration and scalability. From there, we refined and redesigned key components of the system and began implementing it seamlessly across multiple technology stacks.
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While the process had its challenges, the results spoke for themselves. The redesigned entry landing page delivered a 22% performance lift, translating to a $34M monthly revenue increase. Just one month after launching the new product pages, engagement rose by 7%, driving an additional $8M in revenue with a projected $12M annual impact.