Hello there!

I studied design and graduated in 2014 from the York/Sheridan Design (YSDN) ➚ program—the first and largest program in Canada that offered the Bachelor of Design Specialized Honours degree.

Design, to me, is a form of visual communication that leverages text (words), imagery (shapes) and color to send an idea, emotions, and feelings from one person to another without being in the room. Very powerful when done correctly and with good intentions.

Throughout my career, especially when I was focused on website design and marketing/growth design, I always had a hand in coding. From hacking (and breaking) the PHP and CSS on WordPress sites, to email templates (no more tables, please!), and creating code snippets for front-end developers on the team.

PS: I hope that my lack of opportunities to exercise production-quality front-end HTML and CSS as a designer does not disqualify me—as I truly have a passion for it and have made many concerted efforts to bring it into my day-to-day work.

I understand how design and copywriting are synonymous and need to work together. There are two instances where I made concerted efforts to bridge the gap between design and content at CircleCI and Versapay by pushing for a brand-book; an internal tool to help document and guide design and content to work together (that are still in usage to this day).

CircleCI brand-book ➚ (2020)
Versapay brand-book ➚ (2019)

I also had the opportunity to write almost all of the product copy for a recent product: Seekr ➚

I note in my recent experiences at Rogers how I was able to bring a verbal idea into conception, and help co-lead the product direction by bridging the divide within the team, which led to a successful launch that is unheard of at this media conglomerate.

The B2B marketer in me knows how important the Customer Journeys is: from when a user first discovers your product (marketing), to buying it (sales enablement), to using it (product + support), then eventually, if done harmoniously, becoming lifelong customer who make concerted efforts to bring it with them to every one of their endeavors. As much as I want to believe that a great product can sell itself, by itself, there are additional components that are necessary—as the whole customer experience matters for the continuous and long-term success of a product.

Case study at Piano and Uberflip
Case study at Viafoura