Selected work
Archive
Fifteen years of brand systems, digital products, and design leadership — across marine, tech, retail, and lifestyle. Not everything made it to the case studies. Most of it is here.
Visual identity, design systems, guidelines, and campaign direction built to scale.
Interface design, user experience, and product UI designed for real users and real developers.
Leading creative teams, managing design-to-dev handoffs, and production-ready HTML/CSS.
Diesel outboards are a hard sell — expensive, misunderstood, and bought by people who research obsessively. The brand needed to project authority and calm the skeptic before a single word was spoken.
Regional marine dealerships live and die on trust. Central Florida Yamaha needed a brand strong enough to compete with national players while still feeling local, personal, and earned.
Everything from the name down. RepairCo serviced marine and powersports vehicles and needed a brand built fast, built to earn trust, and built to grow — starting from a blank page.
Full brand system for a Latin-inspired restaurant — name to napkin. Logo, menus, signage, and in-venue graphics designed to feel like they'd always belonged together.
Water jet propulsion is a niche within a niche. Jet-Tech needed branding that spoke directly to engineers and boat builders — technical enough to earn credibility, bold enough to own a room at a trade show.
A Canadian brand walking the line between refined lifestyle and genuine outdoor performance. The identity needed to feel at home on a boutique shelf and on a trail in the backcountry — without trying too hard at either.
Corporate rebrand and full digital build for a compliance-focused certification platform. The design had to make regulatory training feel approachable without losing the authority it needed to be taken seriously.
A Digital Out-of-Home media network connecting premium venue locations with advertisers. Built the brand and website to sell a media buy that most buyers didn't yet have a line item for.
XtremeMac invented the Apple accessories category — first iPod case, first Bluetooth speaker. As Interactive Manager, I ran the full digital operation: website, product photography, image editing, and file architecture across a catalogue that grew faster than anyone had planned for.
A $25.7M marine and powersports distribution business operating across multiple brands and markets. Built a unified visual identity flexible enough to fit each brand, consistent enough to scale the whole group.
One of the largest OEM watersports parts distributors in the US — millions of SKUs, a highly technical buyer, and a brand that hadn't kept pace with the business. Rebuilt the identity and redesigned the site from the ground up.
A full corporate pivot — RMS Networks became Argo Digital Solutions. New name, new positioning, new brand. Rebuilt everything: identity, website, and print collateral to match the company's ambitions in Digital Out-of-Home.
STEM built Bluetooth-connected hardware and companion iPhone apps before anyone had a template for how to sell that. The site had to make the unfamiliar feel intuitive — product, app, and ecosystem, all at once.
rVue built the demand-side infrastructure for Digital Out-of-Home advertising before the category had a name. The brand and site had to make a complex programmatic pitch land clearly with media buyers who'd never heard the concept.
A boutique travel agency specialising in cruises and curated vacation packages. The site needed to feel warm and personal — the kind of place you'd trust with your honeymoon, not just a booking transaction.
