Decide the unit once.
Whether it is a product card, a catalog entry or a label, I fix the repeating unit first. Then a team can produce a hundred of them without a hundred decisions.
Leadership
How I lead.
What I have run.
I connect creative direction, ecommerce and practical technology to turn complex product and marketing work into experiences people can use and workflows teams can deliver.
Principles
Credit is part of the work.
Every piece I show says who did what. Partners, collaborators and employers are named, and my own part is stated plainly.
Build with the people who use it.
The label builder was shaped on the production floor. The school site grew with the programs. Tools last when the users are in the room.
Say what it did, not what it might.
No invented metrics. Where a number is someone's report rather than a record, it stays off the page or is labeled.
Functions I have run
Only what the work supports.
Creative direction
Campaigns, publications, films and identities where I set the direction and held it across every piece.
Evidence: Bionetics education campaign, IFEPLLC responsive service experience, WellnessPro distributor catalog, Celicore product catalog.
Brand and campaigns
Identity systems and campaign pieces built to be recognized before they are read.
Evidence: Bionetics education campaign, Voll Polarity education series, Pure Water communication piece, Star Tribe promotional film.
Commerce and growth
Storefronts, catalogs, photography and sales collateral that help a considered purchase happen.
Evidence: New Human commerce ecosystem, Human Potential website, WellnessPro distributor catalog, Celicore product catalog.
Technical delivery
Websites, templates and workflows I built or shipped, with the engineering choices stated.
Evidence: New Human commerce ecosystem, New Human label builder, IFEPLLC responsive service experience, Human Potential website.
Team and operational leadership
Work that shows how I run a process: briefs, collaborators, handoffs and credit.
Evidence: New Human label builder, IFEPLLC responsive service experience, Start Right business and delivery system, School of Naturopathy.
People and partners
Directed and made. Both, stated plainly.
On every case I separate what I made myself from what I directed. Partner designers, collaborators and agencies are credited by name. That is the standard I would hold a team to, so it is the standard I hold myself to here.