SharkLink is NSU’s central portal, designed to provide streamlined access to key services and resources for over 30,000 users annually. The project replaced an aging system and focused on enhancing user experience through a modern, customizable platform.

Led end-to-end product and brand strategy for a D2C wellness startup — from HCD discovery and validation through identity, packaging, eCommerce, and go-to-market. Sold-out first product run.

Polo Fest was a groundbreaking initiative aimed at transforming the perception of polo from an exclusive sport to an inclusive cultural event. Within just six months, we orchestrated the inaugural U.S. Polo Festival, a unique fusion of high-goal polo, vibrant music, and the laid-back atmosphere of summer in the Rockies. This ambitious project involved crafting a compelling brand identity, designing an unforgettable experience, and achieving a sold-out event, marking a significant milestone in making polo more accessible to a broader audience.

Led product design and UX strategy for a B2B marketplace in the CPG space, working alongside 15+ developers to deliver a POC — introducing design sprints, a scalable design system, and continuous user testing to keep design ahead of engineering.

Led service design and digital strategy for a Holocaust awareness nonprofit — a focused design sprint that produced a storytelling-driven experience generating $15,000 in donations its first weekend post-launch.

Led brand strategy, UX, and go-to-market for a B2B benefits startup taking on big tech incumbents — delivering a people-first positioning, custom Webflow site, and productized pricing model validated with real HR professionals.

Led the strategic pivot and product repositioning of an AI-powered SaaS platform — from note-taking app to business intelligence tool — through user research, UX strategy, MVP definition, and a full rebrand that secured the next funding round.