Experience
Visual Designer
Old Navy, San Francisco, CA 2020 - Present
• Produce comprehensive style guides for global visual communication teams, ensuring alignment with brand guidelines and design consistency across all channels.
• Develop and maintain design systems as the central reference point for brand guidelines, best practices, and design direction.
• Provide tools and detailed guidance to teams on how to assemble in-store environments that deliver both emotional and profitable consumer experiences.
• Collaborate with cross-functional teams to implement design strategies that enhance brand presence and optimize customer engagement.
• Ensure consistent application of brand identity and visual language across all consumer touchpoints to drive brand recognition and customer loyalty.
• Support the continuous improvement of design processes and systems to streamline workflow and enhance the global impact of visual communication efforts.
Visual Designer
Rodan + Fields, San Francisco, CA 2019 - 2020
• Designed and executed visually engaging content, including digital assets and videos, to expand brand presence and customer loyalty within Spanish-speaking communities, contributing to increased revenue and engagement.
• Developed and pioneered Spanish-language marketing campaigns with a focus on visual design elements to support a diversity and inclusion strategy, driving brand awareness in Spanish-speaking markets.
• Conceptualized and created visually compelling digital content for communication channels and website, ensuring alignment with brand guidelines and effectively reaching Spanish-speaking audiences.
• Coordinated Spanish-language translation projects, working closely with the brand marketing team to ensure that visual elements were accurately adapted for cultural relevance and consistency across all marketing materials.
• Collaborated with cross-functional teams, including directors and marketers, to integrate Spanish-language content into broader visual marketing strategies and initiatives.
Visual Designer
Six Degrees Record Label, San Francisco, CA 2017 - 2020
• Produced and designed digital content for multiple communication channels across web, social media, email, print and packaging creating cohesive visual experiences that aligned with artist branding and label identity.
• Developed visually engaging website, social media, email banners, posters, album covers, and promotional print materials for record label artists.
• Created artwork for digital album covers and CD packaging, focusing on storytelling, brand alignment, and the physical user experience.
• Collaborated with the marketing team to develop campaign visuals that increase audience engagement and enhance artist visibility.
• Helped shape the label’s overall visual strategy, contributing to a consistent design system across diverse platforms and promotional channels.
Environmental Designer
Fine Arts Museums Of San Francisco, San Francisco, CA 2019
• Built and conceptualized immersive environment experiences for museum visitors, enhancing engagement and creating memorable interactions at the de Young Museum and the Legion of Honor.
• Collaborated with visual and marketing teams to design and implement innovative installations and exhibits, contributing to the overall visitor experience.
• Designed environments that increased foot traffic and engagement, helping to generate significant revenue for the museums.
• Developed visually compelling spaces that aligned with the museums' artistic and cultural missions, creating a seamless and impactful visitor journey.
• Worked across departments to ensure consistency in design and branding, supporting the museum's educational and marketing goals.
Graphic Designer
Meet Geraldine, Oakland, CA 2018
• Collaborated with cross-functional teams to design websites, logos, and digital assets that maintained visual consistency and elevated brand identity across all channels.
• Supported the Creative Director in crafting cohesive brand systems through brochures, web assets, and marketing materials, aligning visual storytelling with client goals.
• Contributed to website launches by applying visual design best practices, balancing creativity and functionality, a skillset that now informs my user-centered approach in UX and UI design.
Freelance Visual Designer
Freelance, San Francisco, CA 2015 - 2019
• Collaborated closely with clients to develop creative and visually compelling designs that aligned with their brand identity and business goals.
• Designed and created visual concepts for websites, digital campaigns, brochures, and other marketing collateral, ensuring designs were tailored to each client’s unique vision.
• Applied UI/UX principles to web design, creating responsive and user-friendly websites that resonated with target audiences.
• Maintained brand consistency across all design materials while incorporating innovative and modern design trends to keep designs fresh and relevant.
• Managed multiple projects simultaneously, consistently meeting deadlines and delivering high-quality work.
Environmental Designer
American Eagle Outfitters, San Francisco, CA 2012 - 2015
• Led visual communication teams to implement product strategies by translating global visual guidelines into impactful in-store experiences.
• Adapted brand standards to regional markets, balancing consistency with localized needs, an approach that now informs my user-centered design perspective in digital spaces.
• Collaborated with style guides and cross-functional partners to ensure cohesive visual storytelling, laying the foundation for my current work in UI design systems.
• Executed product placement strategies that prioritized both business goals and customer behavior, skills I’ve since applied to optimizing user flows and interactions.
• Maximized revenue through effective visual merchandising and strategic product positioning, experiences that now inform my approach to UX research and design thinking.
Environmental Designer
Gap Inc, San Francisco, CA 2008 - 2011
• Led visual communication teams in implementing product strategies by adapting global visual, brand, and floor plan guidelines to create engaging in-store experiences.
• Developed physical environments designed to influence consumer behavior, enhancing the overall customer journey and fostering brand loyalty, applying these skills to user experience design.
• Integrated intricate visual displays, lighting, and targeted marketing efforts to create immersive, impactful experiences, shaping my approach to creating intuitive user interfaces.
• Utilized principles of visual storytelling and design thinking to craft seamless experiences that align with business goals and customer needs.
EDUCATION
Creative Leadership and Design Thinking & innovation in Practice | Royal College of Art | London, England | 2023
Developed creative leadership skills, applying empathy, clarity, and creativity, while utilizing tools and frameworks to enhance ideation, research, and project delivery
Gained expertise in Design Thinking principles, utilizing user-centered strategies for improved decision-making and balancing creativity with strategic thinking in diverse industries
UX Design Certificate and UI Design Specialization | CareerFoundry | 2023
Completed an intensive UX Design training program, gaining hands-on experience in wireframing, prototyping, user research, and UI design principles to create intuitive, user-centered digital experiences
Applied UX Design principles to improve product design, enhance performance and refine features
Bachelor of Arts in Graphic Design | California State University - East Bay | 2018
Gained proficiency in design software including Adobe Creative Suite (Photoshop, Illustrator, InDesign) and other industry tools
Studied core graphic design principles, including composition, color theory, typography, and visual hierarchy, to create effective and aesthetically pleasing designs
Skills
UX DESIGN
Research & Strategy: Competitive Analysis • User Research • Affinity Mapping • Journey Mapping • Personas • Card Sorting
Information Architecture & Design: User Flows • Site Maps • Wireframing • Interaction Design • Prototyping • HTML
Usability & Testing: Usability Heuristic • Usability Testing
Design Methodologies: Design Thinking • User-Centered Design
UI DESIGN
Visual Design: Graphic Design • Style Guides • Responsive Design • UI Patterns
Design Systems & Frameworks: Design Systems • UI Components • Design Frameworks
Design Principles: UI Design Principles
SOFTWARE Figma • Sketch • Marvel App • Lookback • Miro • Airtable • Adobe Creative Suite
ASSOCIATIONS
Royal College of Art | 2023
AIGA | 2020 - present
AIGA Mentorship Program | 2020 - 2021