I started with a pencil.

Drawing and animation were my first way of making sense of the world, frame by frame, detail by detail. Later, computers became the bigger canvas. I wasn’t just curious about what things looked like; I was obsessed with what they did to people, how a screen could calm you down, confuse you, or make you feel confident enough to click “continue.”

My work began in graphic design and branding, where I learned the discipline of craft: composition, restraint, and the quiet power of clarity. But over time, the questions changed. A logo wasn’t enough. A campaign wasn’t enough. I wanted to shape the whole experience, how someone discovers a product, trusts it, uses it, and comes back.

That’s how I moved from brand development to websites, digital marketing, and creative direction… and eventually into UI/UX design, product management, and business design. Not as a jump between titles, but as a single path with sharper focus each year: from making things look right, to making them work, to making them make sense for the people using them and the teams building them.

Along the way, I worked closely with startups and fast-moving teams, often building brands from the ground up. That environment taught me something that still guides my work; design isn’t decoration, it’s a decision. And every decision has a cost.
I bring the same habit to every project: keep it simple, show the work, and bring the team back to the objective when things get noisy.

When I’m not designing, you’ll find me sketching, solving puzzles, fixing something at home, watching tech keynotes, or rewatching a Disney classic.