About
24 years in web design, freelancing since 2012
I started freelancing in 2012, building brands and websites for small businesses. Somewhere between the hundredth WordPress build and the fiftieth time I recreated the same button, I started thinking in systems instead of screens.
After 24 years in web design — spanning freelance, agency, and in-house roles — I'm now taking on select freelance clients alongside my senior design role. I specialize in design systems for B2C brands: the kind of infrastructure that scales without a dedicated team of twelve.
On the side, I'm building ZenUX (a design system generator), writing about what I'm learning, and figuring out what design systems look like when you don't have a Figma enterprise license.
The best solution is the one everyone understands. If your design needs a manual, it's not done yet.
Building one thing that works a hundred times beats building a hundred things that work once.
Users don't notice consistency. They notice when it's missing. That's the whole point.
If your team can't use what you built, you didn't build it well. The docs are part of the work.
I have a point of view and I'll defend it. But I'll change my mind when the evidence says I should.
I don't chase trends. I build frameworks, test them in the real world, and share what actually holds up.
Building a scalable WordPress/Elementor design system across dozens of B2C client brands. Leading UX execution, component-driven layouts, and team workflow improvements. Promoted to Senior in 2025.
Contract web design for startups and small businesses. WordPress builds, client management, and learning to ship fast without sacrificing quality.
Led creative direction for a small web agency and a nonprofit. First real leadership role — managing projects, mentoring, and learning that design direction matters more than design execution.
Freelancing since 2012 — independent web design, branding, and creative consulting. Now taking on select clients for static site builds, design system consulting, and brand strategy. Where I first learned to think in systems.
I'm currently taking on select freelance clients for web design, design system consulting, and brand strategy — especially B2C teams that need things to actually work.
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