I build design foundations that companies grow on.
From first principles to scaled systems
I lead product and brand design across live web3 platforms, global events, and on-chain yield ecosystems, taking work from first principles through to systems that scale in the real world.
How I work
Principles first
I work from first principles, treating design as infrastructure rather than surface. My focus is on building systems that reduce complexity, scale across teams and environments, and hold up under real constraints.
Principles first
I work from first principles, treating design as infrastructure rather than surface. My focus is on building systems that reduce complexity, scale across teams and environments, and hold up under real constraints.
Principles first
I work from first principles, treating design as infrastructure rather than surface. My focus is on building systems that reduce complexity, scale across teams and environments, and hold up under real constraints.
Foundational Responsibility
I operate comfortably in ambiguous spaces, often partnering directly with founders and engineers to define structure before form. Brand, product, and operations are treated as a single surface, not separate disciplines.
Foundational Responsibility
I operate comfortably in ambiguous spaces, often partnering directly with founders and engineers to define structure before form. Brand, product, and operations are treated as a single surface, not separate disciplines.
Foundational Responsibility
I operate comfortably in ambiguous spaces, often partnering directly with founders and engineers to define structure before form. Brand, product, and operations are treated as a single surface, not separate disciplines.
Quality over novelty
I optimise for longevity over novelty. The goal is not to ship quickly, but to build foundations that make future work easier, clearer, and more consistent.
Quality over novelty
I optimise for longevity over novelty. The goal is not to ship quickly, but to build foundations that make future work easier, clearer, and more consistent.
Quality over novelty
I optimise for longevity over novelty. The goal is not to ship quickly, but to build foundations that make future work easier, clearer, and more consistent.
Experience that proves design isn’t just about visuals, it’s about building brands that can scale from first principles.
Foundations
Product and brand foundations for scaling teams
Long-term structure
Positioning
Narrative and positioning in complex, high-trust domains
Clarity over persuasion
Systems
Design systems spanning digital, physical, and operational environments
Built to scale
Product
UX for data-dense and financial platforms
Accuracy & legitimacy
Operations
Design ops, tooling, and internal workflows
Reduced friction
Leadership
Founder-level problem framing and decision support
Current & ongoing
Scale
Maintaining coherence across growing products and teams
Without rework
Foundations
Long-term structure
Product and brand foundations for scaling teams
Positioning
Clarity over persuasion
Narrative and positioning in complex, high-trust domains
Systems
Built to scale
Design systems spanning digital, physical, and operational environments
Product
Accuracy & legitimacy
UX for data-dense and financial platforms
Operations
Reduced friction
Design ops, tooling, and internal workflows
Leadership
Current & ongoing
Founder-level problem framing and decision support
Scale
Without rework
Maintaining coherence across growing products and teams
$150M+
Deposited through platform flows
0.1%
Event production error rate
$150M+
Deposited through platform flows
0.1%
Event production error rate