Selected work / Founder to design director
Not design for the portfolio. Design used to launch, sell, onboard, raise, scale, and lead.
Each project began with a business bottleneck: not enough customers, weak activation, an unclear offer, a product pivot, or a team that needed to scale. The work designed the way forward.
Start with The Cove01 / The Cove
From a dated brochure site to a premium leasing experience.
Website + ongoing design partnership
The original site described a premium apartment development, but it did not feel premium. Its typography, hierarchy, and imagery made the property feel ordinary. Visitors had to work too hard to find the information that mattered.
Create aspiration
Lead with a beautiful interior and a location-led promise so prospective renters can picture the life, not just the building.
Answer buying intent
Surface available apartments and floor plans immediately because that is what high-intent visitors came to find.
Build the case
Sequence the property, amenities, neighborhood, and lifestyle so every scroll adds another reason to choose The Cove.
Remove friction
Simplify navigation, make the mobile experience deliberate, and repeat waitlist and contact actions at natural decision points.
One partnership, one standard
The website was only one part of the launch.
Design Acquire carried the same premium story across the customer journey without The Cove having to brief and manage a different specialist for every deliverable.
- Website and mobile experience
- Leasing brochure
- Outdoor signage
- Social campaign creative
- Facebook page imagery
All included in the ongoing monthly Design Department partnership.
02 / Evey Events
From a merchant problem to a software company that was acquired.
Co-founder + go-to-market lead
Evey began with a clear observation: Shopify merchants could sell products, but running an event still forced them into disconnected tools. In a two-person bootstrapped company, the work could not stop at the interface.
What I led
Product strategy, UX/UI, positioning, identity, website, Google Ads, conversion, campaigns, sales materials, onboarding, customer experience, launch video, and ongoing acquisition.
Business outcome
Grew from $0 ARR to a multi-seven-figure exit, processed more than $100M in ticket sales, and was acquired after bootstrapped growth.
Customer proof
Used by Shopify, DraftKings, the New England Patriots, Magnolia, major universities, notable events, and thousands of merchants.
03 / Trello
Making a mature product feel clear, useful, and newly relevant.
Across five years, the work ranged from onboarding and growth to a complete mobile redesign and Trello’s product pivot toward personal productivity.
Product pivot / Lead product + growth designer
A new Trello shaped around what people needed to do next.
Hundreds of hours of research and testing connected a new interaction model, Inbox, Planner, and Boards, to the product story, launch experience, animation, and narration.
Onboarding + activation
Let people experience the value instead of explaining it.
New users added real tasks and arrived in a workspace already shaped around their work. Millions moved through the experience, while supporting videos were viewed more than one million times.
iPhone + Android
A cross-platform redesign with foundations built to last.
Led product strategy and end-to-end UX/UI across mobile, including the core Cardback experience. Ratings and reviews improved after launch, and Trello continued to be featured by Apple.
04 / CoLab Software
Building the product experience and the design organization behind it.
Director of Design
I joined when design was a function of one and built a multidisciplinary team of six. The remit covered the core product, entirely new concepts, brand, website, systems, research, and a repeatable way for design and engineering to make progress together.
Organization
Built the design team from 1 to 6 across product, brand, research, and systems.
Product
Redesigned the core design-review workflow that remains foundational to the product.
Company
Created the identity, website, launch work, and product foundations ahead of later growth and an approximately $23M funding round.
05 / Paloma
Turning concept-stage ambiguity into a fundable product story.
Strategy workshops, positioning, a complete identity, website, product UX/UI, go-to-market messaging, marketing assets, and video created one connected foundation for an early-stage company. Paloma later secured $750K in seed funding.
- Product and customer strategy
- Positioning, identity, and website
- UX/UI and prototype direction
- Launch assets and video
The wider range
Growth does not always begin with a new screen.
Education, community, brand systems, conferences, launch narratives, and team practices can all change what a product is able to do next.
Shopify / Designer Advocate
Helped partners build better through workshops, webinars, articles, and practical resources.
Vox Media / SB Nation
Created a flexible identity foundation adopted across more than 300 sports publications.
Go Beyond Pixels / Founder
Personally financed and built a sold-out conference supported by Shopify, Microsoft, and Mailchimp.
Teaching + speaking
Turned product and design practice into useful frameworks for teams, founders, and communities.
The pattern across the work
The deliverable changes. The outcome does not: make the company easier to understand, choose, and grow.
That may become an onboarding flow, a product model, a brand, a launch, or a team system. The standard is whether it helps the business sell and the customer succeed.
One senior partner across the business
Add this level of design judgment to your company every month.
Design Acquire brings senior design leadership and execution across your website, campaigns, product, brand, and customer experience for $10,000 USD per month.
Apply to work together