FIG. 01 AI-assisted creative
From shopper insight to an AI-assisted creative system
Apparel brand, via agency2026
Strategy, art direction and a repeatable AI workflow for 13 Fifty’s apparel content.
Creative strategy & direction
I turn messy creative problems into systems that perform
Creative strategy, UX, ecommerce, and optimization built around how people actually make decisions.
Product content systems
Work
From problem to practice
FIG. 02 Product content
Building consistency across a diverse tea assortment
My workflow
Strategy is the key to profitable execution
I connect what customers need, what the business needs, and what the team can deliver. Here’s how I move from the problem to the work.
Strategy
I find the real problem before deciding what to make.
Creative
I turn strategy into clear messaging and purposeful design.
UX
I organize information around the decisions people need to make.
Systems
I build patterns and tools the team can reuse.
Essays & notes
Writing
Ideas, observations, and occasional strong opinions about creative strategy, UX, ecommerce, systems, and the way I work.
Profile
I like complicated problems
I learned this work by building the things teams needed to move faster and communicate better. My career has mostly involved walking into situations where something is harder than it needs to be — an experience, workflow, listing, design system, or content operation — and figuring out how to make it clearer.
FIG. 07 Portrait
Contact
Get in touch
I’m interested in creative strategy, UX, ecommerce, and creative leadership roles — especially where the problem isn’t completely figured out yet.
