Visual designer & resercher in visual communication





Self-Reflections Through Amazon ShoppingDesign Research Article  –  2023
Abstract: Amazon is one of the largest online marketplaces in the world. Recently, they have been fined for collecting customers’ data without proper consent. This provoked me to request a copy of my data from Amazon. By looking at what data was collected I can apply design and surrealism to visualize my Digital Identity. This visualization becomes a reflection of my online persona and gives insight into understanding my Digital Identity.

Available in Repplikk nr 53: Digital

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Kevin McPhee: Lifelong Timeline
Visual & Interaction Design  –  2024

Kevin McPhee sought a website that embodies his creative vision and showcases his portfolio as a narrative timeline. This story unfolds as a progression of experiences, each layer contributing to the culmination of his extensive body of work. Signifigant moments include his tenure with the prestigious New York Times Magazine and his pioneering contributions to award-winning designs for B+N.

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Riverence ProvisionsVisual Designer & UX Designer   –  2024
Visual Design, UX Research, Wireframe & Mapping

Riverence Provisions needed to create a public-facing website that could work with their multifaceted company structure. This involved seamlessly incorporating acquired content, such as recipes and articles, expanding their product catalog, and embodying their environmentally responsible ethos. Additionally, we focused on effectively communicating product information tailored for B2B customers while laying the foundation for future website expansion. Our team meticulously organized all messaging and products into a logical website structure, harmoniously blending their product design with marketing materials and branding to create a cohesive and professional online presence

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B+NVisual & Interaction Design  –  2023
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Reassembling RealityDesign Research – Ongoing
If you have a Google profile you can view your assigned advertising terms through managing your Google Account and looking at your Ad Personalization. These advertising words are updated frequently and give a glimpse into a reflection of yourself through targeted advertising. The words attributed to a user’s Google behavior can seem unreal. In surrealism, the artist seeks the surreal by moving from the exterior and interior worlds. Reassembling Digital Reality is an iterative exercise that combines my Google Ad words with an exercise from Max Ernst in A Book of Surrealist Games called “Re-assembling Reality”.

The idea is to be able to make sense of the words chosen for me by Google and assemble them into visuals. Before starting this exploration I created a series of steps to try to minimize my influence. The steps also allow for this exercise to be shared with other people willing to see what critical reflection they can achieve themselves. Since the Google Ad words change frequently this iteration is an ongoing exercise. The purpose of creating the specific steps when starting the collage process was to minimize my interference into the reflection process. It would be easy to only select the words that seem the least insulting or misleading to work with. Though, the true purpose of this exploration is to view myself from my digital identity and not what I think my digital identity is. The result at first glance is hard to make sense of. It becomes a confusing and distorted self-portrait. The result is more surreal than real.
VonndaArt Direction & Visual Design – 2022
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Sodales: Malesuada
Nulla: Sapien
Proin: Dignissim

Clos PegaseArt Direction & Design  –  2019
Clos Pegase is a luxury estate winery located in Napa Valley, California, established in 1983. The estate was designed through the San Francisco Museum of Modern Art (SFMoMA) by Michael Graves. The vineyard includes a tasting room, wine caverns, private residence, vineyards, and views of Mount Saint Helena, located just outside of Calistoga. Their business revolves mostly around the tasting rooms and private tours of the wine-making facilities, but also online sales of specialty wines and reservations for tastings. They wanted to keep the main focus on visiting the estate, but also feature their hand-crafted wines to increase their online sales and promote the brand. The look and feel of the website needed to reflect the brand's history as a luxury wine destination, but also appeal to the younger visitors who have become a sought-after demographic in Napa Valley.​​​​​​​

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Lang AntiquesArt Direction & Visual Design  –  2020
Lang Antique and Estate Jewelry is a landmark jewelry company based in San Francisco California. They specialize in Victorian, Art Nouveau, Edwardian, Art Deco, Retro, and mid-C20th periods. The inventory is vast, constantly evolving, and needed to showcase the specialty of each item. The customers range from first-time buyers to experienced collectors. A series of user tests, heat maps, and analytical surveys were conducted on a variety of user groups that all reflected the current and future shoppers. This led the redesign to accommodate an addition of new landing pages along with a full reorganization of the product detail, product listings, and home page. The design was inspired by the newly acquired influencer attention Lang had begun receiving. A balance between lifestyle images and heavily detailed products is able to better showcase the unique products while also giving a personal feel to the catalog. 

Samuel Hubbard
Visual & Interaction Design  –  2019

Samuel Hubbard is a small shoe company based out of the San Francisco Bay Area. While brick-and-mortar stores are an important part of their marketing, online presence remains a major focus. My role was spread out over a period of a few to work as a visual designer on several specific aspects of their eCommerce website. Initially, Samuel Hubbard contacted me to create a B2B eCommerce website and create a custom theme for their CRM software interface. Soon after, however, they also asked me to optimize the mobile and merchandising aspects of their B2C eCommerce website. Shortly following this larger project was the mobile optimization for their B2C website. They had recently redesigned their home page, product listing, and add-to-cart sections of their website. Along the way existing and new features were tested and refined to optimize their purpose and increase conversion rates. 

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Institute for the FutureVisual & Interaction Design  –  2018
The original concept for the Institute for the Future came from a professor named Jerome Glen who developed the Futures Wheel in the 1970’s. A future wheel is a visualization and organization tool that helps organize thoughts about future development or trends. This concept was adapted into a game and expanded upon by Jane McDonnell as a series of TED Talks. The goal of the game is to encourage interaction and push ideas multiple steps beyond their original state. After a game is completed the institution will compile thoughts created in the game to propose future initiatives.​​​​​​​ The key goal for this project was to streamline the onboarding process and encourage interaction with careful consideration of the future growth of the product. My role in this project started as a facilitator of whiteboard sessions with the client and development team to build out the user experience.

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