The work,
and the numbers.

A rebrand that behaved like a relaunch.

I led the full rollout of a multi-channel brand system for Salvagnini America: a website overhaul, trade-show activations, print, and original video. I built internal brand standards and launched a product-demo series, then wired it all into content systems that actually compounded.

This wasn't just a rebrand. It was a relaunch, and the pipeline felt it.

Doubling traffic with a clarity reset.

For a nationally recognized healthcare revenue-cycle firm, I orchestrated a full UX/UI redesign and a creative-led content strategy across web, social, and video, aligned to the brand's 40th anniversary and its CDI and coding expertise.

Streamlined navigation, role-based content, and a consistent publishing cadence turned the site from a brochure into a strategic tool.

From test kits to touchdown.

I repositioned a fast-growing diagnostics company as a credible consumer healthcare brand while launching a direct-to-consumer PGx product and amplifying reach through high-impact campaigns.

Strategic healthcare storytelling with a little swagger, landing brand and video content in front of some of the region's biggest audiences.

Turning feature-dense into outcome-driven.

A concept reimagining Siemens' NX product site with clearer messaging and a user-first content structure. Dense, feature-heavy copy becomes outcome-driven storytelling. The hero gets a complete clarity lift, and navigation aligns to real user roles so engineers, managers, and execs each get their own path.

Not just a copy pass. A clarity reset.

Strength, told like a human.

A bold brand concept exploring how Gorilla Glue's strength and simplicity could be reimagined with more emotional storytelling and a human-centric voice, proving a household product can carry real narrative weight.