Grant me the privilege
to change your mind
in order to change the world.
Toronto, Ontario, Canada
Hey there! I've never been one for the hard sell; instead, I believe in the power of genuine connection. Allow me to introduce myself.
I'm a Creative Director with over a decade of experience in advertising and digital marketing. My mission is to transform mundane lines into compelling copy and create interfaces that engage on a deeply human level. With a background in software engineering and certification in Artificial Intelligence, I bridge creativity and technology to craft innovative, impactful solutions.
My passion lies in discovering the heart of a brand and making it relatable. I’m a researcher, storyteller, and problem solver who’s driven to create work that reshapes perspectives and leaves a positive impact on the world.
About
As a Designer, I deeply appreciate the profound impact of meticulously art-directed campaigns and media. Design, as a visual language, not only communicates a brand's message but also forges a meaningful connection with its audience. It transcends mere communication, becoming a work of art that engages and captivates, going beyond the sole purpose of customer attraction.
As a Copywriter, my mission is to entice readers to immerse themselves in the product, service, and brand. I craft engaging narratives through copy, endeavouring to present them as timeless truths reborn in fresh, captivating forms. For me, writing is all about the art of rewriting, sculpting words into persuasive, alluring stories.
I blend creativity with technology to craft impactful digital experiences. From building dynamic web products to integrating Artificial Intelligence, I combine technical expertise with storytelling to create innovative, human-centered solutions that inspire and connect.
Design and Development
UX/UI Design
Design and Development
NextStream is a CRUD web application meticulously designed and developed by yours truly, featuring modern design principles like glassmorphism and neumorphism for a sleek and intuitive user experience. Built entirely from the ground up, I created all the branding and a comprehensive design system, while also developing both the frontend and backend. Leveraging APIs, the app enables users to seamlessly find where their favourite movies and shows are streamed globally, while offering personalized recommendations and advanced scheduling features. An AI-powered chatbot further enhances the experience by providing instant assistance and tailored suggestions. Watch the NextStream Overview Video, and check out the Live App, GitHub Repository, and Design System to learn more about this transformative platform.
Spectra, an award-winning PaaS solution, was created to automate MSRP compliance across authorized retailers, protecting brand perception and stabilizing market prices. As the project manager, creative director, and team lead, I guided a collaborative effort with engineers, UX designers, and data scientists to develop and deploy the fully finished product in just one week. I redesigned the UX from version 1.0 to 2.0 using Figma and soft UI principles, managed workflows through Jira, and led branding efforts, including naming and logo design, to elevate the solution's impact. Powered by React.js, Node.js, Python, and MySQL, Spectra featured real-time price monitoring, deviation detection, offender ranking, and a compliance dashboard. Its innovation and quality secured top honours at the 2024 BrainStation Industry Project Hackathon. Explore the Explainer Video, the GitHub Repository and the Design System for more details.
BarCamp Surrey is an upcoming community-driven "unconference" designed to inspire open discussions, collaboration, and knowledge sharing among tech enthusiasts, creatives, and innovators. Taking place at Godalming College, the event empowers attendees to shape the agenda in real-time, fostering a dynamic environment for exploring diverse ideas in technology and creativity. I designed and developed the official event website, blending modern design elements like animated gradients and glassmorphism to create an engaging and intuitive user experience. The site was built with React.js and SCSS, featuring responsive layouts and seamless navigation. I also led the branding effort, redesigning the logo and integrating interactive features to reflect the event's innovative spirit. The Promo Video showcases what to expect at BarCamp Surrey. The Live Website provides event details, while the GitHub Repository offers insight into the design process.
Design and Development
Solace's initiative was shortlisted as a finalist in the Best DevRel Initiative category at this year's DevRel Awards. This endeavour was not only creative and impactful but also spurred the design of a dedicated website, centred around the Easter Egg Hunt challenge.
The website provided developers with a seamless and enjoyable experience, enhancing community engagement and developer relations through an interactive and memorable platform.
Spearheaded the complete redesign of the virtual platform hosting EDA Summit 2023, the foremost event in the realm of event-driven architecture. This involved orchestrating a holistic visual and user experience overhaul to elevate the virtual conference's appeal and functionality. With 15,000 registrations, 230+ sessions, and a remarkable 38,000 on-demand views worldwide, the design was instrumental in creating an immersive and engaging digital environment for all attendees.
Revamped the demo's UI to align with Solace's brand colours, creating a coherent and consistent brand identity while showcasing bidirectional IoT communication, MQTT advanced filtering and routing, and integrated geo-filtering features.
The redesign not only enhanced visual appeal and user experience, but also reinforced brand recognition, making it more intuitive and engaging for our audience.
