Foundations of My Design Practice

Article
July 2025

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Foundations of My Design Practice
I didn’t just wake up one day and decide to become a graphic designer, or what some might call a design generalist or T-shaped designer. My path started much earlier as a kid who loved to draw and express ideas through color. That early curiosity eventually led me to study fine art, illustration, and user experience—five years of focused learning, exploration, and hands-on practice. Though these studies were instrumental in shaping how I work, I do not practice just one of these disciplines. Over time, they’ve blended into a focused approach that has taught me to observe closely, think conceptually, and design with sensitivity to the human experience.

It was from these foundational beginnings that I naturally flowed into practicing graphic design, but with a unique, visually driven, illustrative approach woven into my design work. Over time, this developed into my style and has helped me shape brands and build design materials grounded in thoughtfulness, meaning, clarity, and how people relate to and engage with them.

Not only have these foundations shaped my work, but they’ve also led to a set of guiding principles, approaches that continue to influence how I collaborate, problem-solve, and design with purpose.

These are the guiding principles I work by (in no particular order):

• Design Happens Together
• Approached with Thoughtfulness
• Design with Intention
• Acumen Equals Impact
• Crafted to Compel

  • This article expands on an later piece I wrote where I reflect on my process and why principles matter.

    → 5 Principles Behind the Process

  • The reel above is a mix of client collaborations and personal creative explorations I’ve pursued between projects. They express the breadth of my skills, my evolving style, and the passion I bring to every piece of work—whether driven by client goals or personal curiosity.

Luminous – Brand Identity

 

↑ Brand Development Deck
Deck slides are an overview of the process behind defining and executing the development of the Luminous identity.

 

↓ Abbreviated Brand Guidelines
The below guidelines outline the essential elements and standards for presenting the Luminous brand accurately.

Client Project

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Luminous – Brand Identity
Luminous engaged us to elevate its master brand and portfolio, guiding the development of a comprehensive visual identity that connects the parent brand with its sub-brands, reflects its mission, and positions it distinctively in the optical market. Luminous originated from Jonas Paul Eyewear and today, Luminous serves as the holding company for Jonas Paul and several other optical brands—dedicated to, “Shedding light into every corner of the optical space.”

Guided by research, collaboration, and informed insights provided by the team, my primary design goals were to establish a strong identity that connects the master brand with its sub-brands, stands out in a competitive market, and reflects boldness, innovation, and meaningful impact.

Despite early design challenges, our shared determination and open dialogue allowed us to refine concepts until one emerged that aligned seamlessly with the brand’s vision, core audience, and markets. Achieving this alignment demanded a rigorous process, carefully balancing innovation, design, and brand consistency.

The result is a distinctive and innovative identity that thoughtfully reflects their mission and current brand offerings. It embodies quiet sophistication—illuminating rather than overwhelming—and conveys intentional brilliance balanced with confident contrast, capturing the essence of the brand.

 

  • Luminous
    Portable Draft Beverage Systems

  • Brand Identity

  • + Brand Advisor
    + Concept Development
    + Creative Direction
    + Qualitative Research
    + Visual Identity

Corewell Health Wayfinding

↓ Process Detail: Phase III - Alternative Main Level & Parking Wayfinding

↑ Complete Three-Phase Process Development Map

↓ Process Detail: Phase II - Application & Concept Review

Client Project
May 2025

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Corewell Health Wayfinding
This project set out to design an intuitive, user-centered wayfinding map for Corewell Health’s 25 and 35 Michigan buildings, sparked by a critical insight: patients were frequently arriving late to their appointments due to confusion about their location within the parking structures. The first point of contact for patients typically begins with an email from Corewell Health, directing them to the appropriate parking area for their appointment. From that point on, our project began to take shape—expanding on the existing wayfinding system implemented by Corewell Health to reduce stress, improve punctuality, and enhance the overall experience of navigating their campus.

In response to this challenge, the project focused on enhancing the physical navigation experience through a structured, research-driven approach. Starting with onboarding and immersion, the team worked to under-stand user needs, identify key service traits, and align it with Corewell Health exsisting brand system. Through thorough research, benchmarking, observational studies, and concept development, the project established clear design directions that reflected the organization’s vision—while emphasizing that effectively guiding patients, visitors, and staff was essential.

From initial audits to refined prototypes, the final solution resulted in a simple, effective set of wayfinding signs that clearly communicated a person’s location within the parking structure while also identifying the surrounding buildings across Corewell Health’s campus. The result was a new, human-centered wayfinding components designed not only to guide people to their destinations, but just as importantly, to help them find their way back.


  • + Wayfinding System

  • + Lead Creative & UX Director
    + Qualitative Research
    + Graphic Design
    + Illustration

  • This project was a joint endeavor with The Corewell Health Consumer Experience Team, Augusto Digital via Christy Ennis-Kloote and David Schofield.

KitchenAid – Branded Environment Graphics

↑ Final Environment Design Concept

↓ Final Environmental Design Environment

↓ Video: KitchenAid Environment Walkthrough

↓ Details: KitchenAid Brand Illustrative & Product Narratives

Client Project

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KitchenAid – Branded Environment Graphics
For the second consecutive year, we partnered with KitchenAid, a leader in the consumer kitchen countertop appliance sector, to translate and design their updated brand story with supporting environmental visuals and products for their annual directors’ meeting.

At this year’s meeting, KitchenAid was showcased, and we developed visuals for their updated brand messaging into an illustrative, product-focused walkthrough leading into a beautifully designed kitchen environment, highlighting their most innovative products to investors.

After meetings and a review of their brand messaging and requirements, we deconstructed each brand pillar and translated them into five distinct narratives to bring the “Do It With Me” ethos to life. Each story highlighted households preparing meals, showcasing the interaction of illustrated people with KitchenAid’s countertop appliances, cookware, and utensils in action. These narratives were then seamlessly integrated into a sixth narrative, creating a cohesive story that illustrates how KitchenAid plays a central role in bringing people together, supporting families in food preparation, and fostering meaningful experiences in the kitchen.

The final installation was a seamless blend of clean, minimalist line illustrations paired with physical KitchenAid products, effectively demonstrating how the brand serves as an ‘aid’ in everyday cooking routines. The result was a visually captivating environment that embodied KitchenAid’s brand principles and brought their message to life. This project was a collaborative effort, with the KitchenAid product and CMF teams. Concept sketches where done by Jody Williams.

 

  • KitchenAid
    Consumer Countertop Appliances

  • Branded Environment Graphics

  • + Concept Development
    + Design/Art Direction
    + Illustration 
    + Narrative Storytelling
    + Print Management
    + Qualitative Research

Midwest UX – Conference Experience Design

Nonprofit Project

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Midwest UX – Conference Experience Design
As the Creative Lead and a creative team we partnered with Midwest UX to craft the creative vision for their three-day conference in Grand Rapids. Leading the creative team in the development and design of key visuals, environmental graphics, and digital touchpoints, we created a cohesive experience that reflected the theme of “Place” and highlighted the city’s culture and character.

Guided by the theme, I directed the overarching visual identity that shaped every aspect of the attendee experience. I oversaw the development of key visuals and their application across a comprehensive range of assets, including badges, wayfinding systems, environmental graphics, videos, website design, apparel, and social media content. By defining the conference’s visual language through clear assets and guidelines, I ensured the brand was applied consistently across all touchpoints, creating a cohesive, intuitive, and immersive experience for more than 500 participants for workshops, talks, and keynotes.

Beyond execution, we had the opportunity to showcase what Grand Rapids has to offer, integrating local culture, gastronomy, and context into the conference experience. I collaborated closely with the Midwest UX board, conference board, sponsors, and vendors to ensure alignment between design, logistics, and user experience, balancing creative vision with practical considerations. The resulting design system strengthened the conference brand, enhanced participant engagement, and left a lasting impression on both attendees and the broader UX community.

 

  • Midwest UX
    Conference & Event Services

  • Conference Experience Design

  • + Brand Advisor
    + Concept Development
    + Creative Direction
    + Creative Assets
    + Environmental Design
    + Qualitative Research
    + Wayfinding Design
    + Website Design