Products and brands are like people. Some are well-liked and contribute greatly to society. Others are not meeting their full potential. They have a variety of challenges to overcome—they might need to solve a problem, change a behavior, break into a new market, adapt to a new context, embody a brand, connect to a digital ecosystem, be more sustainable or find their inner beauty.

I help products and brands overcome their challenges and reach their higher purpose in life. I do this by creating aspirational narrative identities – sticky stories that drive meaning – for object archetypes. Is it just a printer? or could it be furniture that prints? Is it just a coffee maker? or could it be a barista in your kitchen? Is it just a clothes hanger? Or could it be a closet you can sit on? In 2022, I founded a design studio based on this approach, creating purposeful objects for people and market differentiation for clients.

Prior to starting my own practice, I led design teams over the past 15 years while working for some of the best companies in the industry. I began my career designing shoes for Clarks, bringing to market shoe lines for Clarks Originals and Banana Republic. I then made the transition to design consulting, working for Design Continuum in Boston and then for Smart Design in NYC and London where I designed products and experiences for companies like OXO, PepsiCo, Google and Ford and was a co-founder of Smart Design's Food Lab. I was then recruited by Steelcase to be the principal designer for their health category where I designed connected furniture for healthcare spaces. I then went on to work for HP in Barcelona as the Head of Industrial Design where I led the integration of printing technology into furniture archetypes. My designs have garnered over 40 awards and have been featured in publications such as Azure, Design Milk, Dezeen, Fast Company, Interior Design, New York Times and TASCHEN. I’m also the author of Touchy/Feely, a book about emotional ergonomics. I am a proud alumnus of the Industrial Design program at Rochester Institute of Technology.