Small Forest is an experimental brand and interactive design system rooted in personal narrative and brought to life through experience.

Developed at IDEO, the project explores how insights from nature and care can translate into visual language. Drawing from earlier research in plant-care systems, I designed a custom typographic and image system built from digitized botanical elements—using pressed flowers from my own archive as source material. Inspired by x-ray imaging and botanical diagrams, the system expresses growth, fragility, and structure through a contemporary, modular aesthetic.

In collaboration with IDEO creative coder Todd Vanderlin, the visual system expanded into an interactive experience where user-drawn gestures dynamically generate botanical forms. Simple inputs produce expressive, organic outputs—inviting participation while reinforcing the core concept of care and cultivation.

The experience debuted at Future Fest, hosted by IDEO Cambridge and MIT Media Lab, where audiences engaged hands-on with the system to create their own compositions. Small Forest demonstrates how a personal point of view can be translated into a scalable visual language—and how experiential design can turn story, system, and interaction into a shared brand moment.

https://www.ideo.com/case-study/this-startup-revolutionized-an-industry-through-design

Brand Identity, Enterprise Platform & API Design

GOES Health is a digital-first outdoor health platform created by emergency medicine physicians to help people prepare for, assess, and respond to medical risks in outdoor and remote environments. The platform combines expert-backed medical guidance, risk assessment tools, and environmental data to support both everyday outdoor users and enterprise partners operating in high-risk conditions.

I led the brand identity, visual system, and creative direction for GOES, and translated that system into its Enterprise platform and API experience, ensuring clarity, trust, and scalability across consumer, enterprise, and technical audiences.

Role: Brand & Visual Design Lead / Art Director
Scope: Brand identity, visual system, art direction, enterprise UI, API website
Platforms: Brand, Enterprise SaaS, API documentation
Website Link: goes.health

Thrilled to see RISE Magazine brand, dedicated to women’s sports, out in the world! Back at ESPN The Magazine, I was inspired by how powerful action photography and bold design worked together to celebrate the human form and spirit.

For me, design is an exploration and a collaboration—helping clients uncover where they want to go. After exploring different directions, the chosen logo and identity came to life and is now published in the magazine...

Collaboration > Client/Agency: Hot Lava* Nik Traxler Phil Jungmann Kristi Buckham Neitzel

Lyle Gallery Logo Design

Lyle Gallery is a forward-thinking exhibition space and creative platform amplifying diverse voices across the arts. As a queer women-owned gallery, its mission is rooted in bold curation, cross-disciplinary collaboration, and fostering an inclusive environment for emerging artists, designers, and visionaries.

The logo design reflects Lyle’s commitment to alternative formats and unexpected intersections. Balancing a contemporary aesthetic with a sense of fluidity and openness, the identity captures the gallery’s dynamic and evolving nature. The visual language embraces versatility, ensuring it resonates across various applications—from exhibition materials to digital platforms—while maintaining a strong, cohesive presence.

“YOU” is Toy line brand that was exhibited in the show that shows all the toys that communicate social and political issues.

As people older, we learn to cover up our truer, emotional selves. Whether at the workplace or with family, people wear different guises. This line of toys conceptualizes the way people mask their feelings, hiding emotions in multiple layers.

This was great challenging and experiments making all the toy products and build the exhibit booth shelf with hand.

In previous years, I upgraded SimpliSafe Package Design by 1.5 Generations. I've been with SimpliSafe from the start, and it's a brand close to my heart.

The geometric patterns on each device's packaging were inspired by SimpliSafe's smart products. We used eco-friendly kraft material to enhance the unboxing experience. The design balances simplicity and elegance, truly reflecting the brand.

The campaign aims to highlight SimpliSafe's outdoor security camera solutions and reinforce the brand's commitment to providing comprehensive home security. The key message is to emphasize how SimpliSafe not only protects the inside of your home but also extends that security to the outside.

By implementing this campaign, SimpliSafe can effectively communicate its commitment to holistic home security solutions, providing customers with peace of mind and reliable protection both inside and outside their homes.

• Complete Protection: SimpliSafe's outdoor cameras offer 24/7 surveillance, ensuring comprehensive security for your entire property.

• Peace of Mind: By safeguarding both the interior and exterior of your home, SimpliSafe provides homeowners with peace of mind and a sense of control.

• Cutting-Edge Technology: Highlight the advanced features and technology behind SimpliSafe's outdoor camera systems.

• User-Friendly: Showcase the ease of installation and use, making security accessible to everyone.

• Reliability: Emphasize SimpliSafe's track record in home security and how customers can trust their solutions.

IDEO has joined the kyu collective, a group of diverse creative companies committed to addressing the most significant challenges facing business and society. The companies that make up kyu share a belief that creative collaboration will yield new solutions. Collaborating with Paul Bennett (Co-Chair AND Chief Creative Officer of IDEO), Forest Love (IDEO-Alum) were most meaningful as we built up the visual language.

To visualize the collective, I drew the first dot directly with the brush and then started to draw circles. Dots and lines, the basis of musical notation, helped me orchestrate the story visually. Rough strokes conveyed complexity and sometimes chaos, while the diffusion of ink into paper illustrated the calm conclusion of a journey. When the magazine reached a crescendo, the dots began to jump around wildly. The combination of ink and water unified sense and sense and the story of the newspaper came to its happy end.

Here’s the link of the blog posting at IDEO Octopus.
https://www.ideo.com/blog/design-like-you-can-hear-the-page

Created brand, illustration system, packaging and strategy of the nature fruit chew. It should feel like a plump, fresh fruit.Watercolor is a humble medium that reminds us of our childhood and, ironically, it requires great skill to use effectively. It makes people’s tongues tingle and their minds think of health.

- CRAFT PAIRINGS WITH CREATIVITY
- ALWAYS Put FRUIT FIRST
- BE NATURAL

Re-branding project for Max Pawn Retail, a client in the fashion industry. Created a compelling and innovative visual identity that captured the essence of their brand and resonated with their target audience. Through the use of strategic design elements, successfully elevated Max Pawn's brand presence and helped them stand out in a competitive market.

Design/Art Direction
Client: Distillery Project, Max Pawn

ESPN The Magazine is a bi-weely sports magazine published by the ESPN sports network. Every issue, the design team had opportunities to explore typography, graphic treatment collaborating with editors, photographers and teams in other department.

Communication Art Award
Back in Black (Left Top)
https://www.commarts.com/project/19722/espn-the-magazine-back-in-black

Managing medication can often feel more overwhelming than the illness itself—long pharmacy lines, confusing instructions, expiration dates, and complex dosing schedules quickly add friction to everyday life. PillPack, an online pharmacy, set out to remove that burden by reimagining how prescriptions are delivered, organized, and experienced at home.

PillPack joined IDEO Cambridge as a startup-in-residence, partnering closely with a cross-functional team of designers, researchers, and strategists to bring a more humane, intuitive approach to pharmacy services. The goal was simple but ambitious: make medication management effortless, reassuring, and seamlessly integrated into daily routines.

My Role

- End-to-end designer from research through execution
- Conducted patient interviews, field research, and usability testing
- Translated insights into service design, digital UX, and packaging
- Co-developed brand vision, strategy, and identity system
- Designed marketing website and private customer dashboard
- Prototyped and tested physical packaging systems (home + travel)
- Collaborated closely with founders, pharmacists, and cross-functional IDEO teams

Outcome

The result was a cohesive product and service ecosystem grounded in a deep understanding of customer needs and behaviors. PillPack remains the only independent pharmacy in the U.S. serving customers nationwide, and the work helped demonstrate how design-led thinking can meaningfully improve healthcare experiences at scale.

Website: <https://www.pillpack.com>

Awards

Core77 Runner Up 2014 (Service)
IDSA Gold 2014 (Service Design)

Press

TIME names PillPack as one of the 25 Best Inventions of 2014
The Pill Pusher – The Atlantic
Amazon Buys Online Pharmacy PillPack for $1 Billion – The Wall Street Journal

To launch Chris Paul's newest shoe, the CP3.V, the Jordan brand created the "Quick Controls Chaos" campaign, which tells the story of how Chris's quickness causes chaos both on and off the basketball court.

FWA Site of the Day - Feb 21

https://thefwa.com/cases/quick-controls-chaos?search=jordan

Client:
Wieden + Kennedy
Nike

ILLUMINATE was held at Moon Creative Lab's Tokyo studio. This pitch event invited seven select Idea Owners to share their new business idea to the Moon Committee in hopes to be selected for incubation. The event was live-streamed live for Mitsui employees all over the world.Creative direction, Art Direct, Design

The Distillery Project is an independent, creative and strategic agency dedicated giving our clients more of what they want, and less of what they don’t. They are small, but big is in our DNA. They experienced, big-agency professionals who left that world to find a better way.

Directed simple and modern brand direction filtering out the nonsense and the noise, the prima donnas and the jerks. They eliminate the bloat, bureaucracy and crazy overhead that gets in the way of doing great work. And so far, nobody seems to miss any of it.

Simple brand emphasizing the agency of clear, sharply-refined thinking grounded in insight and understanding, They create ideas that are simple, pure and potent enough to change the way people think, how they feel and even what they do.

SimpliSafe is a new, award-winning home security systems which is a home security company offering professional monitoring service and self-installed hardware.

We collaborated with SimpliSafe to create brand system that applies to packaging, product and screen of the device. Unveiled at CES 2018, visualizations were used for simplisafe.com and on product packaging.

Self-driving cars have come a long way, but they still struggle to deal with unexpected situations.
isee has a new approach to AI that will make self-driving cars better at dealing with unexpected situations.

SNAP is a digital app which helps to organize different events systematically among hotels and corporations.
Created visual storyline to communicate the SNAP brand will create a system to organize different calendar events together.

1) Shoe Puzzle Bill Board

Walking around the buildings and billboards, you’d get to experience a vast depth of individual pieces and unknown meaning. And then when you finally step back far enough and view the whole thing together, you see the shoe and are able to complete the puzzle.
> Quick / Explosive / Air

2) This is Flight

To play off the idea that this Escher-style world can completely change based on the perspective you view it from, we’d create a billboard that appears to be one cohesive image of the AJ2012 shoe floating in zero G, yet in reality is actually multiple layers of separate elements spanning across numerous building surfaces and planes. So when you view it from the perfect angle, it appears seamless, even though in reality it incorporates a vast depth of individual pieces.