Creative leader evolving at the speed of culture. Strategy-first systems thinker with a deep affinity for identity and experience — equally at home in ideation, creative direction, production, and rollout, across campaign, brand, and beyond.
Work
Web Design
Onboarding Expereince Design
Stylie is an AI startup building a personal shopper and stylist you talk to over text — send a photo of your closet or ask what to wear on a date, and Stylie sends back real recommendations, no app download required. I was brought on to develop the brand identity and design the website, with the goal of establishing a visual identity that could carry the company from early product through to a fuller consumer launch.
The core creative challenge was reconciling two identities in one brand: fashion and AI. Early direction leaned feminine and fashion-forward, but audience research told a different story — Stylie's users skewed more male than the team had assumed, which meant the identity needed to widen its appeal without losing personality. We built the system around chrome and metallic surfaces, using reflective, futuristic materials to keep the AI foundation front and center rather than hiding it behind a fashion-brand veneer. To keep that chrome finish from feeling cold or corporate, we layered in hand-drawn illustration throughout — a counterweight that added warmth, humor, and a sense of a human still steering the machine.
This side of the identity shines even more in “Stylie’s First Impression,” a custom, branded analysis of users which is sent to them immediately after onboarding. This is where AI meets flexible design, meets code to deliver an unforgettable experience that makes users ask“how the heck did it do that.”
On the web side, the priority was onboarding. Since the survey is how new users establish their style profile and unlock personalized recommendations, it became the primary UX focus of the site — we went through several rounds of flow and interface exploration to get the balance of friction and personality right, testing how much personality the chrome-and-sketch identity could carry into a functional, conversion-critical flow without slowing users down. The result is a site that positions Stylie as both a style brand and a genuine AI product, built to move visitors from landing page to first text as quickly and enjoyably as possible.