good sh!t this way

keep going…

good design is more than looking good . . .

. . . good design does more with less

Virtue Athletic

2018-2021 • Virtue Atheltic
Design Director • Product Director • Founder

  • Conceived, designed, developed, marketed, launched, and grew from the ground up a brand & product that proved functional fitness athletes can DO MORE WITH LESS, all in fewer than 2 years.

  • Raised over $70,000 in one month via crowdfunding & pre-orders, with all orders produced & fulfilled within 9 months post-funding.

  • Transformed virtueathletic.com into a fully functional, D2C e-commerce website during the height of a global pandemic.

product direction & management  •  upper design  •  midsole/outsole design  •  color design  •  line planning  •  product development & commercializtion

product

brand direction & management  •  creative direction  •  icon & wordmark design  •  brand voice & copywriting  •  web design  •  visual style guide  •  social media design, production, and management  •  advertising design, production, and management  •  photography & videography

brand

business planning, strategy, and mangement  •  got-to-market strategy  •  grassroots marketing & paid advertising  •  crowdfunding  •  operations & logistics  •   e-commerce  •   customer service & fulfillment  •  investment strategy  •  financials & budgeting

business

good design is more than looking good . . .

. . . good design brings brands back to life

Munitio Pro30

2012 • Vapor Studio
Industrial Design Lead & Manager

  • Turned a 2-week contract project into a 3-year partnership between Munitio & Vapor Studio.

  • Our work culminated in the Pro30, a headphone designed to relaunch the Munitio brand.

  • Managed a cross-functional project & team through industrial design, early mechanical design, CMF, and client interaction.

  • The Pro30 raised nearly $500,000 in 1 month of crowdfunding & pre-orders.

design direction & managment  •  industrial design  •  mechanical design

product

good design is more than looking good . . .

. . . good design generates value that lasts

Giro Core 6

2018-2019 • Giro Sport Design
Acting Design Director

  • Completely reimagined the strategy & execution of Giro’s core road & mountain bike footwear offerings.

  • Modernized & unified under a common vision two product lines that were sorely out of touch with both consumers’ needs & Giro’s own design ethos.

  • Introduced 6 new models in a single season.

  • 95% growth in annual revenue ($4.2M to $8.2M)
    73% growth in annual volume (86k to 149k pairs)

  • Ushered in back-to-back years of record sales, profits, and margins for Giro footwear.

design direction  •  upper design  •  outsole design  •  color design  •  line planning  •  product development & commercialization

• road product

design direction  •  upper design  •  color design  •  line planning  •  product development & commercialization

• mountain product

good design is more than looking good . . .

. . . good design is accessible to everyone

Giro Trixter

2019 • Giro Sport Design
Acting Design Director

  • Championed for years the need for radical simplicity in Giro’s mountain bike glove line.

  • Tapped into an entirely untouched market of riders that needed a no-frills glove, with flashy style, at an affordable price.

  • Unseated Giro’s top mountain bike glove to become our highest selling, most buzzed, and most profitable mountain bike glove in its very first year on the market.

design direction  •  glove design  •  color & graphic design  •  product development

product

good design is more than looking good . . .

. . . good design fits your life seamlessly

Iris Live

2014 • Vapor Studio
Industrial Design Lead & Manager

  • Created a minimal, stylish personal video & display solution at a time when the only option was the (less than attractive) Google Glass.

  • Designed for adaptability, the Iris Live magnetically attaches to any existing pair of eyewear and features low-profile, bone-conductive audio.

design direction  •  design management  •  industrial deisgn  •  CMF

product

good design is more than looking good . . .

. . . good design opens new doors

Scosche Branding

2012 • Vapor Studio
Brand Design Lead & Manager

  • Unified all of Scosche’s audio, electronic, and mobile accessories categories under a single branding , packaging, and identity system.

  • Sucessfully sold Scosche into Walmart, a first in the company’s 30+ year history.

  • Directed & managed, a team of designers, photographers, and packaging engineers.

  • Created adaptable, transferable branding, packaging, typography, iconography, and photography guidelines for Scosche’s internal branding team.

Case Study (coming soon…)

design direction  & management  •  brand & packaging design  •  packaging style guide  •  CMF

brand & packaging

good design is more than looking good . . .

. . . good design strives to be the best

Giro Flat Pedal

2019-2020 • Giro Sport Design
Acting Design Director

  • Completely rebuilt Giro’s Flat Pedal mountain bike shoe line & business, a category largely ignored by Giro consumers in previous years.

  • Led material research & innovation that resulted in Giro’s class-leading, patented TACK Rubber & MUTE Foam midsole/outsole system.

  • Introduced 4 new models in a single season.

  • 325% growth in annual revenue ($0.8M to $2.6M)
    295% growth in annual volume (19k to 56k pairs)

  • Numerous Editor's Picks & Gear of the Year awards
    Best Overall Men’s MTB Shoe - Gear Patrol
    Best Flat Pedal Shoe 2023 - Bikerumor

Case Study (coming soon…)

design direction  •  material innovation  •  upper design  •  midsole/outsole design  •  color design  •  product development & commercializtion

product

good design is more than looking good . . .

. . . good design brings a fresh perspective

Oakley Halifax

2012 • Vapor Studio
Industrial Design Lead & Manager

  • Conceived, designed, and developed a full 7-piece bag & accessory collection for Oakley in under a year.

  • Expanded the range of possibilities for Oakley’s brand & product image to a more mature, refined aesthetic - breaking them out of their maximalist rut.

  • Provided a wide showcase for this new aesthetic, proving it was adaptable beyond a single product or category.

design direction & management  •  bag design  •  apparel & accessory design  •  line planning

product

good design is more than looking good . . .

. . . good design creates joy

Swenyo

2013-2016 • Vapor Studio & Swenyo
Product Manager • Industrial Design Lead & Manager

  • Launched, grew, and managed Swenyo’s product assortment from 25 SKUs at launch to over 700 SKUs in less than 2 years.

  • Led all product initiatives, from seasonal style guidelines through design, development, production, marketing, and sell-through.

  • Managed a product line that included in-house design, contract design, OEM, drop-ship, and wholesale product.

  • Led a multi-disciplinary team of designers, developers, vendors, and strategic partners.

  • Directed international & domestic product sourcing & development.

product direction & management  •  product development & commercialization  •  design direction & management  •  furniture, lighting, textile, and apparel design  •  color & graphic design 

product

good design can be . . .

. . . so much more than pretty things

so what’s my more?

  • Cross-functional, multi-category experience

    My history of wide-ranging experience & collaboration across categories, business models, and job functions provides a unique vantage point from which innovation flourishes.

  • Brand value through joyous user experience

    Nothing brings lasting value to a brand better than a joyous user experience. Operating from a mindset that puts the users’ needs above all else has proven itself as a foundation for long-term success.

  • Invisible problems & opportunities

    Design is not an object…or an image…or a slogan. Design is a process. It is a comprehensive, strategic approach with the ability to find opportunity within problems you didn’t even know existed.