Behind the Glowing Screen

Go Forth.
Stay Curious.

Curiosity is the part of design people tend to overlook. Good work must have a plan — but the plan is only as strong as the questions behind it. That’s where my process starts. What problem are we actually solving? Why does this work? Why doesn’t it? What happens if I pull this apart and put it back together differently? Questions are what shape the plan. Curiosity is what gives them somewhere to go — the room to explore, apply new thinking, trust data, lean on intuition, and build toward something that holds.

That instinct matters more now than it ever has. The tools move fast, the trends move faster, and anyone can ship something that looks finished. What separates good work is the willingness to keep asking — to understand a problem deeply enough that the solution feels inevitable instead of decorated. I’d rather sit with the why a little longer and build something that actually holds. Curiosity is what gets me there, and it’s what keeps me moving forward.

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

The Professional Journey

My career has been a steady progression through diverse creative landscapes.

  • The In-House Lead: As Creative Design Officer at HCDSB, I navigate the parent brand of 60 schools, 36,000 students, and 5,000 employees. Balancing PR nuance with digital needs across a massive, diverse community means every message has to land with clarity and consistency.
  • The SaaS Architect: At Angus Systems, I led UI/UX for a platform managing over 2 billion sq. ft. of commercial real estate. This is where Technical Empathy became real for me. Designing solutions at that scale means respecting the code as much as the user. You learn quickly that systems which don’t scale eventually break the experience they were built to support.
  • The Entrepreneur: Not-in-my-job-description was never part of my vocabulary. From administrative demands to full creative direction, this era forged something important: the understanding that design is a business need, not a decoration. It’s about solving real problems, building genuine trust, and creating the conditions where great work can actually happen.

The Foundation

At my core, I’m a communicator and a builder. Everything I do lives at that intersection. I try to lead by serving the people I work with, and to be a good person while doing it. That part matters most.

I’m an active listener and a student of storytelling. Narrative is how I align a brand’s personality with the needs of its audience. That clarity is what shifts perception into preference and preference into lasting loyalty.

I also approach design through an architectural lens. The most creative part of any project is the planning — deconstructing a complex challenge, understanding its load-bearing parts, then rebuilding it with integrity. The facade attracts while the structure sustains. But the build itself is where it all comes together. The thinking becomes something real, something you can stand inside. There’s a Zen-like calm to that part of the process that I’ve always loved — the deep focus, the steady rhythm of making, the kind of peace you feel when you’re fully consumed by the work.

Taking on a challenge is a lot like riding a horse, isn’t it? If you’re comfortable while you’re doing it, you’re probably doing it wrong.

– Ted Lasso