Creative direction that performs at scale, for brands that reach everyone.
Fourteen-plus years building brand systems for mass-market companies across aviation, retail, health tech, and hospitality, with a UX mindset underneath every decision, not just a visual one.
Design built for broad, real-world impact, not just the portfolio review.
I'm a multidisciplinary creative director with 14+ years of experience across agencies, in-house teams, and mass-market industries. My work is built for scale and performance: brand systems that hold up across a national retailer, a healthcare product, or a global trade show, not just a single polished piece.
At PartsBase, I lead creative direction across the full product ecosystem: the PartsBase.com marketplace, the PBExpo brand and event, and the products and campaigns that sit underneath them. I have strong project management instincts, genuinely enjoy mentoring other designers, and I'm currently expanding into marketing operations and AI-integrated design workflows alongside the creative work.
Creative direction for the world's largest free aviation & aerospace expo.
As Creative Director, I own the full creative vision for PBExpo, the world's largest free aviation and aerospace trade show, held each year at the Miami Beach Convention Center, from brand strategy through floor execution.
The role goes far beyond design. I create the content that promotes the show throughout the year, built the marketing calendar it runs on (now automated by our AI engineer), and work with the trade show director each month to plan the email and social campaigns. I also manage every customer asset and logo, hundreds of digital and print files, and work closely with vendors from concept through production.
At the show, I QA every booth, print piece, and sign to confirm it's built and placed correctly, and art direct the production company we hire to shoot event photography and video, including the customer testimonials, which I oversee solely.
Website & product design
Homepage & Marketplace Redesign
Art-directed the redesign of PartsBase.com, the entry point to a marketplace used by 21,000+ active aviation parts buyers and suppliers, in partnership with an outside agency, from discovery through launch. Took ownership after launch to resolve issues and lead the reskin of the site's inner pages, which sat outside the agency's original scope of the core pages.
Event Website System
PBExpo gets a full website redesign every cycle: new dates, new theme, new countdown. I lead that redesign end to end each year, across the entire site, not just the homepage, and manage and direct the designers who assist with the initiative. Click through to see the homepage, exhibitor, and sponsor pages.
Advertising Product Landing Page
Started as a content-complete but off-brand first draft; I art-directed it into a page that's unmistakably PartsBase: re-typeset to the brand system, all twelve ad units shown at their real sales-deck dimensions and split by job (brand awareness vs. demand capture), with every section funneling to one action, book a demo. Designed and coded with Claude, I set the on-brand direction, the UX, and the final content.
PartStore Seller Landing Page
Landing page for PartStore, PartsBase's transactional marketplace for sellers, designed to convert existing members into listing inventory for buy-it-now sales instead of the RFQ process. Designed and coded with Claude, I set the on-brand direction, the UX, and the final content.