10+ years in design, art direction, and brand for a global health app trusted by 30M+ people. I set visual direction, build multidisciplinary teams, and design the systems — creative, operational, AI-enabled — that keep craft exceptional at scale.
CREATIVITY ISN'T THE ART OF MAKING THINGS BEAUTIFUL. IT'S THE ART OF MAKING MEANING CLEAR. AND MAKING MONEY.
Led an award-winning brand campaign end to end
Problem
AI health coaches all sound the same — polite, clinical, forgettable. [ But weight loss is emotional ] When motivation fades, a functional tone won't bring people back.
Say hello to Blinky —
your relentless motivator
Sassy, cute, and just the right amount of unhinged. He celebrates your wins and drags you back on track when you slip.
Idea
An emotional layer over the data: Blinky celebrates, worries, and cheers with you. A cold "Poor" rating becomes someone who cares — and users who feel cared for stay.
A bold geometric wordmark set in all caps — authoritative, innovative, built to last. A brand engineered for those who demand science, stature, and results.
CASE STUDY
The only app you need to lose weight.
Simple App Brand is a weight management app offering a personalized approach rooted in science and tailored to individual client needs.
A nutrition and fasting app designed for real life—grounded in everyday routines, realistic choices, and real moments.
Chapter 2
Problem
Subscription health apps live or die by retention. Users needed reasons to come back between milestones.
My role
Creative and art direction of the program; built the production workflow behind it.
Idea —
Making craft scale
An AI-driven content engine — art-directed once, produced as a system. Templates and AI-assisted workflows enabled consistent content production at scale.
+120 YoY
revenue growth
*After refunds
By strategic rethink of the in-app workbook experience — mobile-first structure, sharper readability
+15% LTV
increased
By art direction
of the AI-driven educational content program
Art-directed once, produced as a system: prompts, templates, and QA baked into the workflow.
1200+
unique creatives
Just for Instagram in one year
A small team shipping daily at brand quality — AI-assisted pipelines carry the volume, guidelines keep the craft.
+20 CTA
After shifted brand narrative & strategic redesign: from functional AI coach to gamified tone rooted in "simplify your weight loss journey".
I'm open to Creative Director / Head of Brand roles — remote or relocation.
