Twenty years designing digital products, and the last two building the systems and tools that make them possible. Ecommerce for Harley-Davidson, Toyota, and Converse. A design system for BNP Paribas that still runs as the single source of truth across web and mobile.

I lead end-to-end, brand systems, UX strategy, interface, and the front-end to ship it. Currently Principal Product Designer at TBWA\Chiat\Day, running design direction on high-accountability U.S. government engagements.

How I work now
Two years ago I connected Figma to Claude via MCP to build the systems and tools behind the design work itself: tokens, variables, and full component variant sets that used to take a day by hand and now take about ten minutes. When a project calls for it, I build custom generative tools too, including an image generator a current client now runs on their own. It's part of how I work day to day, nothing I only bring out for a pitch.

Before the agency track
I started and sold an ecommerce company, Sublin: custom phone cases built in real time from a customer's own social photos. Shipped from concept to production in three days, on a three-thousand-dollar budget. Grew it through revenue-share partnerships with artists and influencers, then sold it to fund my move to the U.S.
I also co-founded a design studio, Wizyu, in Madrid. That chapter ended over a disagreement on direction with our main investor, but the studio carried on under the principles we set for another ten years. That's part of why I think past the brief now: I've run the business side of a product before, priced it, marketed it, and lived with what happened after it shipped.

Based in Asheville, North Carolina. Remote-first.