Tasked with humanizing PhRMA’s commitment to medical innovation, my team at VML utilized a 24-hour design thinking intensive to move from empathy mapping to a high-fidelity prototype. We developed an NPR-style podcast series designed to bridge the gap between pharmaceutical research and real-life patient impact.
To ensure measurable reach, we engineered a strategic deployment plan via a POLITICO paid media partnership. This end-to-end solution—ideated and prototyped in a single day—was awarded first place for its narrative depth and technical feasibility.
I served as a key strategist and designer on this high-profile Pfizer initiative, delivering an integrated, data-driven experience from concept to deployment. I conducted deep-dive user research and usability testing to translate patient needs into a cohesive digital strategy.
My work involved executing the brand design, developing high-fidelity prototypes, and establishing an analytics framework to monitor performance. By prioritizing a user-centric design language, I helped the platform surpass all key benchmarks, including registration counts, blog traffic, and social media engagement. Link to Arthritis.com
This independent exercise stems from an interest in emerging technologies and the expansive possibilities of future mobility. For this concept, I explored a strategic evolution where Uber scales its platform to offer commercial airline services, utilizing my UX expertise to architect a high-fidelity prototype that elegantly demonstrates a seamless end-to-end user journey.
I took full advantage of the Apple watchOS ecosystem to introduce specialized complications designed for the modern traveler, including in-flight AirPlay entertainment control, real-time geopositioning, and critical arrival data such as ETA, provenance, and destination time. The experience further integrates contextual utilities like a meal service countdown and destination weather updates. To ensure the interface is as functional as it is considerate, I utilized a sophisticated dark color palette—a deliberate design choice intended to minimize light pollution and remain unobtrusive to fellow passengers within a low-light cabin environment.
This data-driven case study was informed by a series of strategic design thinking workshops conducted with Boehringer Ingelheim, complemented by extensive internal card-sorting sessions at VML .
Throughout this collaborative process, I served as the bridge between raw research and actionable strategy, visually translating complex data points into a digestible, high-fidelity representation of a healthcare practitioner’s daily journey. By mapping these behavioral insights, I enabled the team to pinpoint high-impact marketing opportunities and contextual touchpoints that previously remained hidden within the data.
These presentation and infographic print pieces were featured in a museum exhibition showcasing the landmark findings of the Genographic Project—a multi-year, global genetic anthropology study launched by the National Geographic and IBM.
This ambitious initiative utilized advanced DNA analysis to map the historical migratory paths of humanity, collecting over 1,000,000 DNA samples from across the globe. My role was to distill these vast, complex datasets into a visually compelling narrative. By synthesizing intricate ancestral mapping and population genetics into high-impact information design, I created a series of infographics that transformed abstract scientific findings into an accessible, immersive experience for museum visitors. This work bridged the gap between cutting-edge genetic research and public education, illustrating the shared heritage of the human story.
This web application was engineered to provide transparency and a comprehensive understanding of USAID’s global investment portfolio and its measurable impact across the world. The project centered on a high-density information design strategy, utilizing a heavy emphasis on custom infographics to distill complex financial and developmental data into clear, actionable insights.
The platform's architecture leverages a modular UX framework, allowing for a frictionless and highly adaptive user experience. By prioritizing a component-based design approach, I ensured that users could navigate through diverse geographic and sector-specific data sets with ease, effectively bridging the gap between high-level organizational results and granular project details. This modularity not only enhances immediate usability but also provides a scalable foundation for the evolving scope of USAID’s international initiatives. Link to USAID (wiki)
This sponsored-content platform provides a sophisticated exploration of chlorine’s essential role in global health, moving beyond common preconceptions to highlight its critical industrial and humanitarian applications. A central focus of the narrative is the chlorine industry’s pivotal contribution to the eradication of the 2014 Ebola epidemic in West Africa, where chlorine-based solutions served as the primary line of defense in infection control and sterilization.
To effectively communicate this, I utilized a data-driven storytelling approach that balanced technical efficacy with human impact. The project involved architecting a digital experience that guides users through the science of disinfection, utilizing clear information design to demonstrate how scalable chemical solutions are integrated into high-stakes global health crises. By framing the chemical industry through the lens of crisis response, the site transforms a functional commodity into a narrative of essential public safety and global resilience. Link to POLITICO
This project was commissioned by the American Society of Civil Engineers (ASCE) to serve as a critical advocacy and education platform regarding the current state of United States infrastructure. The primary objective was to translate the rigorous data from the ASCE Infrastructure Report Card into a compelling digital experience that not only informs the public but also mobilizes civic action.
My contributions to the project spanned the full strategic lifecycle—from deep-dive research into infrastructure policy to the execution of a comprehensive digital strategy and user interface design. I focused on distilling complex engineering assessments—covering sectors such as aviation, bridges, and clean water—into a series of high-impact, digestible narratives. By bridging the gap between technical data and public-facing advocacy, the project provides a clear roadmap for the investment required to modernize the nation’s foundational systems and ensure long-term economic resilience.
This digital experience for Willow Oaks Corporate Center reimagines the traditional commercial real estate platform by prioritizing a high-impact, "one-scroll" narrative. The architecture of the site was designed to streamline the user journey, allowing prospective tenants and investors to navigate the property’s full value proposition through a seamless, continuous flow.
To solve the common challenge of mobile navigation clutter, I introduced an innovative UI pattern featuring an anchored vertical mobile navigation. This deliberate design choice ensures that the primary menu remains accessible without obstructing the site’s visual content, maintaining a high-fidelity and immersive experience across all devices. By blending this distinctive navigational framework with a minimalist aesthetic, the project successfully elevates the property’s digital presence while ensuring that critical information remains the focal point of the interaction.
The XYZ Book Exchange logo is a typographical exercise centered on the synthesis of high visual impact and minimalist purity. At the core of the identity is a geometric convergence: the letters X, Y, and Z are structurally integrated to form the silhouette of an hourglass, serving as a metaphor for the profound investment of time required in the pursuit of knowledge.
Beyond the primary mark, the composition subtly suggests a figure-eight, paying a discreet tribute to the infinity symbol. This layer of symbolism reinforces the sustainable, repeated lifecycle of shared books and the enduring nature of literature. To ground the identity in a specific cultural heritage, the American Typewriter typeface was selected for its tactile, historical resonance—a deliberate celebration of the vast wealth and tradition of American literature. The result is a balanced visual system that bridges abstract concepts of time and infinity with the physical legacy of the written word.
