I curate, coordinate, and craft experiences that feel right.
I'm happiest where design meets development—bringing ideas to life from 0 to 1. I obsess over the details, refine relentlessly, and love making things better than they were before.
// Work
Shelfgram
Acquired
Product Design
>
Shelfgram is a retail insights platform offers a look under the hood of in-store execution - allowing manufacturers to see the real, ground-truth data of what's happening across countless retail locations that they would otherwise not have visibility to. As employee #1, I've helped shape Shelfgram's vision: supercharging the store check by bringing consumer-level UX to enterprise software. Inspired by software suites like Google and Airtable, we've created a tool that feels more like a toy — simple, colorful, and fun. Think hotkeys for toggling visualizations, rounded UI, a palette of pastels and primary colours, and a playful interface in a space dominated by Excel spreadsheets.
During my time at Shelfgram, I've expanded and refind my coding capabilities. In addition to leading the company's design initiatives, I've contributed directly to product development — revamping our website, building our learning center from the ground up, and enhancing the app itself to improve the user experience.
SGS&CO
Product Management
Product Design
After 5Crowd's acquisition by SGS&CO — a global leader in brand development, design, packaging, and marketing — I joined a newly formed development team within the larger organization. Our mission was twofold: uncover opportunities within existing customer data and assets to develop new IP that drove retention and growth, and modernize and integrate internal systems.
A key project was to create a fully integrated Digital Asset Management (DAM) system, connecting all branches of the business. It enabled creative agencies to track where their work appeared across print campaigns, allowed 3D product renders to be accessed and leveraged for a broad range of use cases, and ensured brand guides and assets stayed up to date from a single source of truth — greatly improving collaboration and efficiency. As both team lead and product designer, I was in a unique position to shape the product in a way that considered both stakeholder requirements and development effort, while also enabling our team to move rapidly from concept to launch.
5Crowd
Acquired
Product Design
Design & Branding
5Crowd started as a service-based marketing agency, connecting top freelance talent with Fortune 500 companies. As the business evolved, we pivoted from offering services to building our own proprietary collaboration platform, transforming into a tech-driven company.
I joined 5Crowd in its first year as the sole in-house designer, initially focused on branding and marketing. As the business shifted towards product development, I transitioned into UX and product design, where I took on shaping the platform’s user experience. Beyond shaping its functionality, I infused our quirky and distinctive brand ethos into the platform — introducing animated login screens showcasing top freelancer cities and embedding playful easter eggs to surprise and delight users.
// Play
Spotlight
>
I've long been a collector of vinyl records because I appreciate the intention that they bring to listening to music. There's nothing passive about it - you have to commit to at least half of the album you've chosen, and because of that, you're not only experiencing the work as the artist intended but also doing so attentively.
I wanted a way to instill a bit more of an experience into digital listening. How could a shuffled playlist better convey the mood or atmosphere of an album when a song from it comes on? The designer in me wanted to explore this visually, and since there's also a lot of intention the album artwork, I figured leaning into that was a good place to start.
I wrote a simple python script to paint my smart bulbs with the palette of the album artwork. It tracks the currently playing song on Spotify, extracts a number of the most dominant colours from the cover, and sends the list of them at random to different lights - fading them in subtly as the next song comes on. Any highly distinctive colour (like a sliver of bright blue in the illustration, or a title in bright green against a monochrome background) gets sent to a dedicated 'highlight' bulb, so there's always an accent.
Halloween
>
Halloween has always been my favourite holiday. It's a time like no other where creativity shines in so many different ways. As I've gotten older, I've cared less and less about the costumes (though I still pull off some good ones from time to time) and more about the decor and atmosphere. Maybe I was a set designer in another life.
A local cafe has commissioned me for the last few years to create haunted pop-ups for their basement whenever the season rolls around. With a Raspberry Pi, blacklights and smartlights, some UV paint and a fog machine, we've definitely racked up a few scares. A simple flask server serves up a 'control panel' for staff to use on their devices, allowing them to choose from and trigger a number of different effect sequences with different lights and sounds from the Pi as unsuspecting patrons descend into the basement.
For something a little more ambient, I also created a sequencer for a vampire-themed party I hosted. It's also a Python script running off a Raspberry Pi, but this one passively plays videos off a projector and controls my home smartlights - so every so often, the silhoutte of bats will fly by as the sound of wings flapping pans across the room, or the crack of thunder will be heard as the lights flicker.
