Behind the Glowing Screen

Roots

Sports have always been a constant in my life, and I’ve found that a successful product launch has a lot in common with a competitive soccer season. Both are rooted in the same formula: structure, dedication, communication, and instinct. On the pitch, victory is rarely the work of a single star; it is the result of an entire team moving and thinking in sync. With leadership as the anchor and a shared mindset as the foundation, we celebrate our triumphs, learn from our setbacks, and, most importantly, never stop building.

This way of working started long before I ever stepped onto a pitch or into a studio. It’s a mindset built on balancing a solid plan with the mental clarity needed to see it through. Growing up in an Italian immigrant home, I was taught that staying connected to the land keeps you steady and that hard work is its own reward. I’ve found that introspection, expressing gratitude, and embracing solitude are restorative to both mind and body. I believe physical spaces define and refine our sense of beauty and order. I strive to be a servant leader and a good person, every day.

Portrait Illustration

What a privilege to be tired from the work you once begged the universe for. What a privilege to feel overwhelmed by growth you used to dream about.

– Unknown

Running Up that Hill

My career has been defined by versatility. I’ve worn the hat of the artist, the architect, and the entrepreneur.

  • In the SaaS Product Trenches: At Angus Systems, I transitioned from Marketing to the Product Team, working shoulder-to-shoulder with Directors, Developers, and the QA team. I learned the language of development and the importance of “technical empathy” – designing solutions that work in code, not just in concept.
  • The Entrepreneurial Hustle: As a solo entrepreneur, I learned the business of design. From managing retainers to white labelling for other agencies, I learned that a successful career as a creative is ultimately about solving business problems and managing relationships.
  • The In-House Lead: Currently, as Creative Design Officer at HCDSB, I am an integral part of a Strategic Communications team managing the brand for the board and its 60 individual schools. This role is a constant juggling act of navigating PR nuances and balancing stakeholder needs across dozens of departments. My work serves a massive, diverse audience from Senior Executives to over 36,000 students and their parents.

Heroes & Heels

It’s one thing to design beautiful things; it’s another to craft them so they speak. At my core, I am a communicator. I’m fascinated by the mechanics of storytelling. From the timeless archetypes of Greek Mythology to the character depth of Tony Soprano or June Osborne, and even the campy villainy of pro wrestling.

I see every user experience as an opportunity to evoke a specific feeling. My instinct as a storyteller is to look beyond the layout and focus on the atmosphere of the interaction. Whether the goal is to build trust, spark curiosity, or create a moment of joy, the design has to do more than just function – it has to resonate.

Sawdust & Syntax

I approach my work from the lesson I’ve learned as much from my garage wood shop as my design software, and that is “measure once, curse twice”. Or maybe better said, planning is key in the creative process. Whether I’m building a responsive UI or a farm table, I’m obsessed with the joinery. From the scent of freshly cut wood to snappy Flexbox grids, I love the process of building something structural that works and lasts.

If it’s not already apparent, I try not to take myself too seriously. Humour is in my nature; it’s the common ground that bonds people and diffuses stress. If we can’t find the irony in an hour-long committee meeting about whether a font has enough institutional gravitas for a 8th grade graduation program, we’re probably in the wrong business.

Toggling Out of Office

When I’m not designing, I’m busy being a dad to two amazing kids who teach me patience daily (and keep me humble). Otherwise, you’ll find me gardening in the backyard with my wife, roaming the aisles of Home Depot, curating my next playlist, or on the soccer pitch with the boys. I still play (semi)competitively, chasing that feeling of a perfect assist and the camaraderie of the team… even if the recovery time takes a little longer than it used to.

You don’t find out who the best teammates are when champagne is dripping off your ceiling. You find out who the best teammates are when the times are tough.

– Jack Edwards