Over the last decade, I’ve led full brand and website redesigns for companies that had outgrown their messaging, their structure, or both. Not surface refreshes; fundamental resets that clarified positioning, reduced friction, and increased conversion.

I don’t start with visuals. I start with the business problem. What’s unclear? What’s inconsistent? Where are users hesitating, bouncing, or tuning out? Design is how those problems get solved—not how they get dressed up.

I’ve rebuilt brands to say less, but mean more. I’ve redesigned websites to guide decisions, not distract from them. The goal is always the same: clarity that converts.

Silverware Website Before