Performed migration from a fractured, unmanageable React environment with technical debt, “abandoned” dependencies, poor accessibility and SEO, to a high-performance Webflow ecosystem.

Technical Engineering: Rebuilt the site architecture to prioritize internal autonomy, integrating Swiper.js and GSAP for sophisticated, architectural-inspired effects and motion while ensuring full WCAG Accessibility compliance across all interactive galleries.

UI/UX Refinement: Overhauled the site’s typography and information architecture to streamline navigation and reducing friction for high-net-worth clients.

Tactile Brand Integration: Engineered “material-inspired” visual details—including a bespoke frosted navigation effect—to mirror the firm’s physical architectural finishes, creating a seamless transition from the built environment to the digital screen.

The Result: Delivered a scalable digital presence that the client can now manage independently, eliminating reliance on external development teams for routine updates. Also reduced monthly hosting costs by 80%.

Design System for Instagram: The Firm also wanted to redo their Instagram account to act as a ‘first touch’ or secondary portfolio. Less concerned with engagement and more with brand identity.

As firm is aligned with artists and exploratory thinking, they wanted to break out of the stale conventions of social media.

Using the entire feed grid as a an editorial style layout, variations of groupings, white space, overlap, and narrative themes are explored to convey the aesthetic of the firm. I developed a modular grid system that allowed the use of photography in various aspect ratios, from wide landscape to tall verticals and nearly everything in between to properly showcase the work.

Feed grid is complemented with a strategy of reels and carousels to increase engagement and reinforce the branding and introduce new narratives.

https://instagram.com/guga_architecture

A timeline of artists, musicians, graphic designers and writers from the 20th Century that helped define the visual language of modernity.

A personal, non-commissioned project featuring a highly subjective curation of inspirational figures. I had an early career as an art critic and writer. Copy briefs are placeholder for now which I’ll be replacing with my own written summaries.

An ever-expanding project launching soon.

An experiment in UI, visual narrative, animation, and curation.

A playground to experiment with new technologies.

Creative direction, logo design, site design.

Ecommerce art gallery tailored to the Interior Design industry. Complete design/build to define brand style, navigational clarity, and dynamic filtering. Information architecture and organization of product categories for ease of use among general customers and Trade interior design clients. Optimized categories for SEO discovery.

Product interior photography uses a combination of photography and Midjourney/Photoshop.

Developed logo, brand identity, and website for ecommerce brand selling antique fine art prints and photography for interior designers and a general audience.

The existing site was difficult to navigate for the brand’s over 400 items and multiple categories.

The redesign was focused on developing a navigational structure to quickly allow users to find the prints they are looking for. By adding a clear megamenu in the nav, category call-outs on pages, and a detailed filtering menu, navigating the site became a breeze.

I also reworked product categories to optimize SEO and AEO as well as adding mini-faqs to category pages for LLM commerce recommendations.

Developed ‘contemporary vintage’ style  with a sense of whimsy. Plays off of heritage brand style while bringing a playful, contemporary aesthetic to the wide-ranging catalog.

Context: Architecture Firm wanted to redo their Instagram account to act as a ‘first touch’ or secondary portfolio. Less concerned with engagement and more with brand identity.

As firm is aligned with artists and exploratory thinking, they wanted to break out of the stale conventions of social media.

The problem: Architectural photography is usually best shown in landscape ratio, diametrically opposed to the vertical format of Instagram. Client wanted to be able to feature a range of photography to convey the firm’s work.

The solution: Use the entire feed grid as a an editorial style layout, with variations of groupings, white space, overlap, and narrative themes  explored to convey the aesthetic of the firm.

I developed a modular grid system (a 12 column grid over Instagram’s 3 column grid) that allowed the use of photography in various aspect ratios, from wide landscape to tall verticals and nearly everything in between to properly showcase the work.

Feed grid is complemented with a strategy of reels and carousels to increase engagement and reinforce the branding and introduce new narratives.

Ecommerce Photography brand focused on coastal and surf culture with a modern sensibility.

Brand design was developed from scratch including Logo and visual style that draws on surf culture, streetwear, and vintage magazine design.

Identity, web design, and marketing materials for online and brick and mortar dealer of collectible design.

Brief: Design should reference Modernist design but still feel contemporary and local to Palm Springs. The small but highly collectable catalog should be the focus over quantity-based ecommerce sites.

What: Art directed a revered independent music and culture magazine — a role that combined editorial design, music industry immersion, and deadline-driven production.

Editorial Design: Designed 70+ page bi-monthly issues in InDesign, developing grid systems, master pages, and typographic style guides for complex multi-page editorial layouts.

Creative Direction: Developed new logo and identity system and worked directly with editors, photographers, and illustrators to develop visual stories around music, culture, and arts, building the visual sensibility and style guide.

Who: Online music interview show produced by VICE and hosted by Ian Svenonius.

What: Created logo, identity system, and motion graphics for title sequence and interstitials for all 4 seasons.

Why: Each season had a different theme and was shot in a different location such as the Guggenheim Museum in New York, Los Angeles, and All Tomorrow’s Parties in the UK. Interviewees include Henry Rollins, Sonic Youth, Sonic Boom, Chan Marshall, Andrew WK, Genesis P-Orridge, Jennifer Herrema, Ad Rock, Mike Watt, Ian Mackaye, Dead Moon, Wil Oldham, and others.

The style of the graphics and show was inspired by 1960s and 1970s era talk shows.

Rebrand and website for NYC-based PR firm for luxury interior designers and architects.

Marketing and boutique ecommerce site for collectible design brand. The catalogue was small and the clientele exclusive so Webflow ecommerce was sufficient for this application. The site is mainly intended as a showroom for the design brand and a destination for clients to see new releases and generate PR.

Rebrand designs for Luxury AD100 Interior Designer based in New York City.

Creative direction proposal to replace deeply out-of-date existing website that does not reflect designer’s current scale of luxury projects in the U.S. and abroad.

Design is focused around the designer as personality and auteur commensurate with his role in large scale projects in hospitality and product design.

Branding and website design and build for small business oriented agency based on the California coast near Santa Barbara.

Digital advertising campaigns for entertainment clients such as ESPN, NBC, MGM, CBS and organizations such as NRDC and VISIT CALIFORNIA.

Designed and developed ecommerce and promotional site for Youtube personality, Astrologist, and teacher.

The client needed a site that would update her out-of-date branding with the goal of developing more of a lifestyle brand presence. Additionally, she wanted to position the site to be able to transition focus from Astrology to her work as a writer in the coming years.

The site uses dynamic conditional elements and interfaces with multiple external APIs for calender scheduling, course signups, mailing list workflows, and a private community on the Mighty Networks platform.

Proposed identity for the Rock Band series from Guitar Hero games.

Identity based on music graphic styles incorporating original photography and various textures and effects.

This is my client-facing web studio. Similar work, different design and presentation.

LP and CD design for Thrill Jockey’s Extra Golden and sublabel featuring Kenyan Benga music.