Before specializing in enterprise and SaaS design leadership, the foundation was built across 14 years of agency and startup work — brand identity, interactive web, e-learning, advertising, print, and early-stage product design across healthcare, security software, food & beverage, and consumer technology.
LAUNCH Design — agency principal & creative director (2006–2011)
LAUNCH was a full-service interactive design agency founded in 2006 in Greater Orlando. Services spanned brand strategy, web design and development, mobile, UX, SEO, social media, rich media, e-learning, advertising, editorial, and print. The agency's own brand — a bold orange/navy identity with a forward-slash logomark — was designed as a statement of momentum. Notable clients included Florida Biologix, Panda Security, Microsoft (via LearnitCorp), and the University of Florida.
Aluria Software — Paladin & Adobe Site of the Day (2004–2006)
Led product design for the Paladin security suite and its interactive web demo — winner of the Macromedia Site of the Day Award (later Adobe Site of the Day), one of the most coveted recognitions in interactive design at the time. The demo used animated, branching content to communicate the threat landscape and Paladin's layered protection model in language that non-technical consumers could understand. Add-on product adoption rates reached as high as 33%. Was one of three executives who grew Aluria from a 15-person startup to an EarthLink acquisition with 65+ employees.
"One of three executives that grew Aluria from a fifteen-person startup to an EarthLink-acquired company with a staff of over sixty-five employees."
Romanetics — real-time medical device dashboard
Designed the UX and visual interface for a Romanetics anesthesia monitoring system — one of the most technically demanding projects in the portfolio. The real-time dashboard displayed simultaneous physiological readings including bilateral hemisphere measurements, sedation depth indicators, histogram distributions of EEG data, and scatter plot trend analysis — all for operating room use. The constraint was extreme: information density had to be very high, but cognitive load on the anesthesiologist had to be minimal. Typography, color coding, and spatial hierarchy were the primary tools, and they had to work under OR lighting conditions with a glance-based interaction model. The final design replaced a legacy green-on-black clinical display with a modern, structured interface while preserving the data density the medical staff depended on.
LearnitCorp — Microsoft Tablet PC e-learning (1998–2002)
Led a design team of 15 at LearnitCorp in the development of Microsoft's e-learning products, including a full interactive training course for the Microsoft Tablet PC — one of the first major consumer tablet platforms. The course used a three-panel modular layout with a navigation sidebar, content area, and interactive practice environment. The visual identity used Microsoft's own Windows XP aesthetic system — bold blue, green, and orange color blocks — adapted into an engaging learning interface that covered Freedom (portability), Evolution (notebook technology), and Power (Windows XP Pro capabilities).
Panda Security — full website redesign
Designed a comprehensive website redesign for Panda Security, the Spanish antivirus and cybersecurity company. The redesign covered the full site architecture: homepage, product pages (Panda Global Protection 2010), competitor comparison pages, business solutions, technology overview, partner program, and a cloud demo page. The visual system used a clean silver/white industrial aesthetic with bold blue accents — a deliberate departure from the aggressive red/black aesthetic common in security software at the time — positioning Panda as approachable and modern.
UROBest — University of Florida brand system
Designed the complete brand identity and web experience for the University of Florida Department of Urology's UROBest program — a best-practice initiative celebrating 50 years of urology excellence at UF. The brand system used a modular naming convention (UROCare, UROLearn, UROPartner, UROQuest) with a typographic wordmark using a bold vertical bar as the system's signature element. The 50th anniversary campaign extended the identity into print collateral, a history-and-heritage microsite with archival photography, faculty profiles, and a commemorative publication. The web experience included a physician directory, news and events, and a research showcase.
Saveur Texas Hill Country Wine & Food Festival
Designed the complete brand, web, and print identity for the 19th annual Saveur Texas Hill Country Wine & Food Festival — 40 events, 50 wineries, 70 chefs. Deliverables included the festival website (with interactive map of 27 event locations, 2003 gallery, full schedule, registration, and sponsor pages), festival registration forms and sponsor sheets, printed festival maps, business cards for the festival director, and the primary print advertisement ("IT'S BIG.") which ran in Saveur magazine. The visual identity used a distressed, vintage Western aesthetic with leather-texture backgrounds, aged typography, and sepia-toned photography — giving the upscale food and wine event a distinctly Texan character.
