design
leadership • insight • execution
Well over a decade of experience successfully leading product, brand, and business teams through thoughtful, multi-disciplinary design strategies & executions that drive innovation, creating both business value & consumer joy.
good design is more than looking good . . .
. . . good design does more with less
Virtue Athletic
2018-2021
Conceived, designed, developed, marketed, launched, and grew from the ground up a brand & product that proved functional fitness athletes can DO MORE WITH LESS, all in fewer than 2 years.
Raised over $70,000 in one month via crowdfunding & pre-orders, resulting in an instantaneous $2.5M valuation.
Transformed virtueathletic.com into a fully functional, D2C e-commerce website during the height of a global pandemic.
product
industrial design • product development • commercializtion
brand
icon & wordmark design • style guidelines • voice & copywriting • web design • visual asset styling & creation
marketing & business
grassroots marketing • paid advertising • crowdfunding • e-commerce • operations & logistics
good design is more than looking good . . .
. . . good design brings brands back to life
Munitio Pro30
2012 - Vapor Studio
Turned a 2-week contract project into a 3-year partnership between Munitio & Vapor Studio.
Our work culminated in the Pro30, a headphone designed to relaunch the Munitio brand.
Managed a cross-functional project & team through industrial design, early mechanical design, CMF, and client interaction.
The Pro30 raised nearly $500,000 in 1 month of crowdfunding & pre-orders.
good design is more than looking good . . .
. . . good design generates value that lasts
Giro Core 6
2018-2019 - Giro Sport Design
Completely reimagined the strategy & execution of Giro’s core road & mountain bike footwear offerings.
Modernized, streamlined, and unified under a common vision two product lines that were sorely out of touch with both consumers’ needs & Giro’s own design ethos.
Introduced 6 new models in a single season.
95% growth in annual revenue ($4.2M to $8.2M)
73% growth in annual volume (86k to 149k pairs)
Ushered in back-to-back years of record sales, profits, and margins for Giro footwear.
Case Study (coming soon…)
good design is more than looking good . . .
. . . good design is accessible to everyone
Giro Trixter
2019 - Giro Sport Design
Championed for years the need for radical simplicity in Giro’s mountain bike glove line.
Tapped into an entirely untouched market of riders that needed a no-frills glove, with flashy style, at an affordable price.
Unseated Giro’s top mountain bike glove to become our highest selling, most buzzed, and most profitable mountain bike glove in its very first year on the market.
good design is more than looking good . . .
. . . good design fits your life seamlessly
Iris Live
2014 Vapor Studio
Created a minimal, stylish personal video & display solution at a time when the only option was the (less than attractive) Google Glass.
Designed for adaptability, the Iris Live magnetically attaches to any existing pair of eyewear and features low-profile, bone-conductive audio.
good design is more than looking good . . .
. . . good design opens new doors
Scosche Branding
2012 - Vapor Studio
Unified all of Scosche’s audio, electronic, and mobile accessories categories under a single branding , packaging, and identity system.
Sucessfully sold Scosche into Walmart, a first in the company’s 30+ year history.
Directed & managed, a team of designers, photographers, and packaging engineers.
Created adaptable, transferable branding, packaging, typography, iconography, and photography guidelines for Scosche’s internal branding team.
Case Study (coming soon…)
good design is more than looking good . . .
. . . good design strives to be the best
Giro Flat Pedal
2019-2020 - Giro Sport Design
Completely rebuilt Giro’s Flat Pedal mountain bike shoe line & business, a category largely ignored by Giro consumers in previous years.
Led material research & innovation that resulted in Giro’s class-leading, patented TACK Rubber & MUTE Foam midsole/outsole system.
Introduced 4 new models in a single season.
325% growth in annual revenue ($0.8M to $2.6M)
295% growth in annual volume (19k to 56k pairs)Numerous Editor's Picks & Gear of the Year awards
Best Overall Men’s MTB Shoe - Gear Patrol
Best Flat Pedal Shoe 2023 - Bikerumor
Case Study (coming soon…)
good design is more than looking good . . .
. . . good design brings a fresh perspective
Oakley Halifax
2012 - Vapor Studio
Conceived, designed, and developed a full 7-piece bag & accessory collection for Oakley in under a year.
Expanded the range of possibilities for Oakley’s brand & product image to a more mature, refined aesthetic - breaking them out of their maximalist rut.
Provided a wide showcase for this new aesthetic, proving it was adaptable beyond a single product or category.
good design is more than looking good . . .
. . . good design creates joy
Swenyo
2014-2016 - Vapor Studio & Swenyo
Launched, grew, and managed Swenyo’s product assortment from 25 SKUs at launch to over 700 SKUs in less than 2 years.
Led all product initiatives, from seasonal style guidelines through design, development, production, marketing, and sell-through.
Managed a product line that included in-house design, contract design, OEM, drop-ship, and wholesale product.
Led a multi-disciplinary team of designers, developers, vendors, and strategic partners.
Directed international & domestic product sourcing & development.
product
product management • design direction & management • industrial design • product development • commercializtion
good design can be . . .
. . . so much more
so what’s my more?
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Multi-category mindset
I have consistently created both value & innovation by bringing past insight & discovery across categories, business models, and markets. No brand exists in a vacuum, and neither should design.
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Brand longevity through cusotmer joy
Nothing brings lasting value to a brand better than customer joy. Operating within a mindset that puts the customers’ needs above all else is a foundation for long-term success.
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Solutions to invisible problems
Design is not an object…or an image…or a slogan. Design is a process. It is a comprehensive, strategic approach with the ability to find solutions to problems you didn’t even know existed.