Creative direction
Full ownership of brand strategy, visual direction, and creative decisions across digital, physical, and on-chain.
BRAND, PRODUCT, AND CREATIVE DIRECTION
I make brands coherent
I work across the places where visual decisions need structure: brand identity, physical products and designer toys, product UI, design systems, and illustration.
Brand identity and art direction
Physical product development
Product UI and interaction patterns
Design systems and color strategy
Illustration and character IP
01
Case study
A brand left for dead
A four-year design systems effort across product UI, marketing, color architecture, documentation, adoption, and AI-enhanced workflows.
A year of creative direction across brand resurrection, Ordinals, physical product, e-commerce, and ongoing PFP collection.
Read the case studyDigital to physical
Ordinals collection curated and inscribed. Footwear packaging designed and delivered. Shopify storefront built and launching.
Built from nothing
No assets, no storefront, no infrastructure. Everything that exists now was built during this engagement.
02
Case study
A system built twice
A four-year design systems effort across product UI, marketing, color architecture, documentation, adoption, and AI-enhanced workflows.
The design system case study is the clearest view into my systems work: two major versions, OKLCH color architecture, dark mode, component direction, marketing alignment, and long-term product adoption.
Read the case studyProduct & marketing
Connected product UI, public-facing marketing, tokens, documentation, and implementation direction.
OKLCH color architecture
Rebuilt color for data density, semantic usage, accessibility, dark mode, and long-term maintainability.
Designed to be used
Focused on practical patterns, clear decisions, and a system teams could ship with.
02
Creative range
The Meloverse
Original characters developed from 2D illustrations into premium 3D printed collectibles, designer plush, and sofubi vinyl. This is the creative product deep dive: concept, character design, material translation, production, and show presence.
From pixels to objects
Pixel art, digital illustration, portrait work, and character design. This is the visual foundation behind the physical product work.
20 years of brand
Brand design, identity systems, art direction, and e-commerce work across fintech, SaaS, street culture, and consumer collectibles.
Systems work, when it counts
A compact archive of systems work across different organizations, scales, and constraints.
03
Role fit
Work I take on:
rebrands, design system builds, toy and physical product development, brand QA, site and ecommerce builds. Full ownership or close to it.
Strong matches
- Senior Product Designer
- Design Systems Lead
- Staff-level systems or UI roles
- Brand and product hybrid teams
- Creative direction for product-led brands
Industry fluency
- SaaS and infrastructure
- Fintech and data-heavy tools
- E-commerce and collector products
- Street culture and character brands
- Teams formalizing design systems
04
Contact
Available for project work and select full-time roles
Brand, product, physical, systems. I build it or fix it.