Product design · Brand · Go-to-market

Product, process, brand, or experience — I design the solution.

Sometimes the answer is software. Sometimes it is a proposal, a rebrand, a registration workflow, or an event that brings a whole town outside. I work out which one it actually is, learn whatever industry it lives in, and build it — with very little hand-holding required. Fifteen years, three industries entered cold, and a long list of things that now exist.

Hiring

Fifteen years across product design, brand, and marketing, with the numbers attached. Start with what I have shipped — my resume is one message away.

See experience and request my resume

Looking for help

I design brands, products, and launches for small businesses, non-profits, and early-stage companies — end to end, then I teach you to run it.

See how we would work together

Every project, filtered by discipline or sector →

The short version

19construction apps designed from discovery to developer-ready spec
400+people using that software across five job functions
$269Min contracts won from proposals I researched, wrote, and designed
75%proposal win rate across 24 submissions

Selected work

The six that show the most: products shipped, systems designed, brands built, contracts won. All 30 projects →

  • 19applications designed, discovery to developer-ready spec
    • Product Design & UX

    An Environment of Construction Apps Instead of a Suite

    A construction management company, California's Central Coast · 2024–2026

    Founding designer on a construction management software venture. I originated the product's core strategy — individually selectable, interoperable apps rather than a monolithic suite — and designed all 19 applications from discovery to developer-ready specification. It went into daily use by more than 400 people.

  • The platform on a desktop monitor, showing a branching network of suppliers and customers
    • Product Design & UX

    An Integrated Compliance Environment for Supply Chain

    A food safety and supply chain technology company · 2016–2019

    Asked to improve one product, I proposed replacing the whole model — integrating separate services into a single environment for supply chain compliance, and designing a proprietary evaluation tool called Compliance Activity Grids.

  • $269Mwon from 24 proposals, at a 75% rate
    • Proposals & Sales Support

    Winning $269M in Construction Contracts at a 75% Rate

    A construction management company, California's Central Coast · 2023–2024

    Hired to improve proposals with no background in construction, bidding, or proposal writing. Within one bid season I was researching, writing, and designing every submission alone: 24 proposals, 18 won, $269M in contracts from $337M pursued. None late, none disqualified.

  • Four phone screens showing the HELP app: a visit summary, a provider map with prices, a provider profile and the title screen
    • Product Design & UX

    HELP App — Healthcare Pricing Transparency Through Crowdsourcing

    Independent project · 2017

    A mobile product I invented and designed to answer a question no American can answer before treatment: what will this actually cost me? Patients record a visit, the app assembles what was billed, covered and owed, and the pooled results tell the next person what a procedure costs at each facility nearby.

  • Black baseball cap embroidered with the new three-letter lettermark and company name
    • Brand & Identity

    From DIY Logo to Corporate-Level Brand

    A construction management company, California's Central Coast · 2023

    Hired to improve proposals, I found the brand was the real problem. I designed a new identity from scratch for a three-decade-old family contractor, including a new logo, a signature corporate blue, and full guidelines — then ran a cost-effective transition across every client-facing touchpoint.

  • Four phone screens showing the redesigned site: a product page, an article, a contact form and a solutions page
    • Web Design

    Three Websites Into One — B2B SaaS Rebrand and Rebuild

    Confidential organization · 2020

    A master data management company with three separate product websites, Latin product names, and developer-written copy. The website redesign turned into a rebranding exercise, then into the foundation of an entire marketing stack.

What I am actually good at

Working out what the problem actually is, and designing the thing that solves it. That has looked like a mobile app, a nineteen-app software platform, a rebrand, a $60M proposal, and a small-town street festival. The through-line is the same: talk to the people living the problem, find where the existing options fail them, and design something better with the constraints out in the open.

The second thing, which matters just as much: making it convincing. A good solution that nobody buys is a hobby. I write and design the case for the work as carefully as the work itself.

She is exceptional to say the least… I believe she has made a significant impact on the path Azzule has taken over the past few years.

Robert F. Stovicek, Chairman, Primus Group
Browse the work More about me