Think further, move faster.
I lead design for The Velo Group, a creative consultancy dedicated to building enduring and profitable growth. Together, we work as a team with our clients to put positive ideas to work.
Progyny Digital Channels
Progyny is a pioneer and leader in the fertility space, on a mission to enable people to pursue their dream of having a family.
To evolve a content and utility-rich legacy experience, we started by targeting messaging members, clients, and medical professionals. We then created a new language and developed a comprehensive system with dozens of use patterns. Fun was had, and screens were born.
Once in a long while, design gets simpl-er. When Puma approached us to create a campaign system for the launch of the new app, things sort of fell into place quickly. We knew we needed an expression that can layer on any type of brand communication across the Puma marketing ecosystem.
Short and to the point, Pumapp readily communicates the core value proposition: access to a host of features and benefits that make your shopping experience richer and faster. The value proposition was reinforced verbally and visually through photo and messaging guides, and guidelines for the app stores, e-commerce website, and digital and physical marketing.
Financial planning for the Sandwich Generation
As it turns out, I am a member of the Sandwich Generation, a cohort of families trapped between caring for their parents and raising children. Besides the time crunch, what connects us is urgency and improvisation in planning retirement while investing in education and fronting elder care. Helping us sandwichers requires guidance and tools on top of proper financial products.
The project called for close collaboration across disciplines, layering product and brand design, from ideation through brand and experience design, and the development of the design system to guide website, product, and content (tons of it!)
We wrote and edited, and wrote and edited some more until all we had left was essential to focusing the conversation on a family’s unique goals.
What can be more important than family’s dreams and wellbeing? We started with a name that elevates the conversation to what truly matters, and followed with a logo that does away with fuzz to keep the focus on what’s meaningful, right now.We used the same logic to select the core visual elements: color and graphics the guide and support the user in their journey.
Financial and planning are two words that, together, get everyone feeling anxious. To keep users engaged and focused on goals, we built the design system around bright, every day, and optimistic elements. The result is a language that handles the complexity of financial content while keeping upbeat and human.
Logo and Visual System
I am super proud of how our team's helped bring Firstly to life—that includes Odine Bonthrone, Martine Channon, Claudia Mauro, Walt McGraw, and Dalton Maag.
I'm also grateful for collaborating with Sal Tirabassi, Andy Beal, Tony Bucher and the Firstly team, Brandon Salindo, and Summer Fridays.
What is the creative to do when giving shape and voice to the herb?
The regulated cannabis category is now years old, and we’ve seen cannabis businesses evolve from dilettantes to enterprising startups to public corporations.While the category is still fluidly evolving, the pre-regulation phase is over, and direction seems set. Looking to get high or micro-dose? Smoke, edible, or tincture? Recreational, wellness, or medical?And then, there’s OLO—an innovative sublingual strip created to enhance active lifestyles. I worked with Velo to understand the market opportunity, ideate and develop the sublingual format, build the brand, and take it to market.