VISION
Defining what’s next and turning long-range possibility into direction organizations can use.
Explore vision work →Defining what’s next—and building the systems, environments, and creative conditions that make it real.
Most organizations don’t struggle with ideas. They struggle with making those ideas clear enough to align around—and real enough to act on. That’s the work.
global truck vision and holistic systems thinking
culture shift and cross-product systems
product design transformation and integration
storytelling, delight, and audience connection
innovation proof of concept and digital standards
creative direction, expression, and product language
CORE FOCUS
Vision, systems, scale, culture, and play.
I work at the intersection of vision, systems, environments, and storytelling—building the conditions that help teams understand where they are going, move together, and make ideas real at scale.
SYSTEMS
Building frameworks that reduce friction, align teams, and help good work scale.
Explore systems work →
CULTURE
Making values tangible so people can feel them, trust them, and build with them.
Explore culture work →
SELECTED WORK
Four stories that show how vision becomes real.
These are the stories I keep coming back to because they show how I tend to work: set direction, build the system, bring people together, make something tangible, and help the organization move.
A shared future for Ford’s most important business
Ford’s truck business generates over $80B annually. I was asked to define a 15-year future—well beyond the company’s traditional planning horizon—and make it usable across the organization.
I led the creation of a shared future platform through scenario-driven foresight, immersive environments, and full-scale prototypes—so teams across design, engineering, and leadership could align around what was next and build from it.
SCALE
Global truck portfolio
HORIZON
Expanded from 5 to 15 years
EXECUTION
Studios, prototypes, immersive experiences
Citrix Product Design Standards
Built shared product design standards that helped teams align around clearer principles, more consistent experiences, and a stronger foundation for scale.
See the systems work →The Server Room
An immersive proof point of culture that helped people understand what the organization really valued.
See the culture story →Scaling innovation across a global platform
Led design innovation, systems, and product development contributing to growth from $18B to $35B across global markets.
See how scale worked →
DESIGNING CULTURE THROUGH EXPERIENCE
Culture becomes real when people can step into it.
The strongest culture work is not a slogan. It is a set of experiences, environments, and signals that help people understand what the organization values and how they are expected to work together.
That idea shows up in everything from the Design Thinking Studio to the Touch Lab, the Key Wall, and the systems created to fuel creative energy across the team.
Explore Creative Culture WorkPLAY, STORYTELLING & PRODUCT
Designing for imagination, storytelling, and delight.
Alongside systems and strategy work, I have designed consumer products, licensed characters, and experiences in the children’s category—bringing story, form, and interaction together in ways people can immediately feel.
The goal is not decoration. It is to create a coherent emotional experience—one where form, story, and interaction all support the same idea.
View Play & Product WorkI’ve found that the most meaningful work happens somewhere between vision and reality. It starts with seeing what could be, then giving it form through experiences, systems, and environments people can actually engage with.