Brand strategy. Product design. Emerging AI.

The music industry relies on guesswork to predict audience demographics and commercial potential.

As Chief Design Officer, I designed platforms that replace guesswork with data. I led the UX architecture and brand strategy for Rocketship, an AI-driven platform that evaluates 80 audio, lyrical and contextual parameters to predict a song’s audience and commercial potential.

I translated complex LLM outputs and data sets into highly intuitive, user-friendly dashboards.

Ford needed a sustainable, authentic way to build brand affinity with entirely new, younger demographics without relying on traditional, interruptive automotive advertising. They needed a content engine that felt native to the culture.

Instead of forcing musicians into car commercials, we put Ford in the passenger seat of the artists’ lives. I built an evergreen music program that paired Ford with top-tier musicians to create bite-sized, highly shareable social content.

The strategy was to leverage the artists’ existing organic reach by telling their authentic stories—while subtly integrating the brand.

Over 9 years, I led the creative direction across all touchpoints, from digital hub UX to video production and live event integration, including Meet & Greets and livestream concerts.

The USMC needed to reach a highly specific, younger target demographic and their influencers. Traditional military recruitment advertising often feels institutional; the challenge was to create an emotional, authentic connection that could drive actual lead generation and engagement in a crowded digital space.

Authenticity cannot be faked. We identified and partnered with high-profile musicians who had genuine, existing familial ties to the Marines.

I directed a digital ecosystem that moved users from passive social consumption to active engagement. Instead of a hard sell, I designed a user journey where fans consumed the artists’ personal Marine Corps stories, which then funneled them into a lead-capture mechanism offering tickets to an exclusive livestream concert.

Global legacy brands like McDonald’s and Dr Pepper face a constant battle for cultural relevance among Gen Z and Millennials. The objective was to earn attention inside the music culture their audiences already loved, rather than interrupt it with ads.

I led the creative execution of high-velocity, culture-first campaigns that shifted the brands from “interrupting the content” to “being the content.” McDonald’s partnered with 15 artists, including GAYLE, Bryce Vine and BRELAND; Dr Pepper partnered with 8, including Russell Dickerson, Kane Brown and Maddie & Tae.

I oversaw the UX and digital design of promotional hubs that served as the engine for these campaigns. The design had to balance the strict, established brand guidelines of McDonald’s and Dr Pepper with the edgy, dynamic visual identities of the featured artists.

AARP required a highly nuanced approach to user experience and brand messaging. The challenge was modernizing the brand’s perception for a demographic that is rapidly becoming more digitally native.

I directed an AARP virtual concert series connecting music and brain health, pairing the brand with artists including Debbie Gibson, Rod Stewart and MC Lyte.

The UX architecture and creative direction were built around reducing friction and building trust, from campaign creative to a simple RSVP flow to the livestream itself.