I have a 20-year background in brand storytelling and visual strategy. A brand is much more than a set of colors or typefaces; it’s a set of organizing principles — an ethos — that applies just as much to user flows and wireframes as it does to photography and illustration choices. My goal as a UX designer is to ensure that a company’s experiences align with both the brand and business goals.

My transition to UX design felt natural because brand development and activation share a lot of underlying principles with UX design. When designing a brand system, not only are you creating an experience for customers, you’re also creating the frameworks for internal and external users—marketers, the sales team, agencies, and even call center operators. A successful brand system gives every user what they need to ensure the experiences they create reflect the company’s core values.

Here’s a sampling of the skills and contributions I can bring to your UX team:

• Quantitative user research

• Qualitative user research

• User interviews

• Research synthesis and analysis

• Affinity mapping

• Error synthesis via rainbow spreadsheets

• Competition and market analysis

• User stories

• User personas

• User journeys

• Information architecture

• Site maps

• Task analyses

• Card sorting

• Wireframing

• Prototyping

• UI and visual design

Here’s a sampling of the skills and contributions I can bring to your brand:

• Brand pillar and ethos development;

• Visual identity development, including digital media and WCAG compliance;

• Brand and visual identity activation, including digital media;

• Brand and visual identity training for internal and external stakeholders;

• Quantitative research, including A/B testing;

• Qualitative research, including stakeholder interviews, user interviews, and focus groups;

• Research synthesis and analysis;

• Partnerships with UX design and software development;

• Visual identity extensions and revisions to address unique UX and UI challenges

If you think I could help ensure your brand is infused throughout experiences for your users and customers, I’d love to get in touch. I’m seeking project-based engagements and full- or part-time consulting.