Craft. Curiosity. Passion.

Lightning Energy

Design Director blending AI, strategy, and storytelling to craft impactful digital experiences across product, e-commerce, and brand. I lead teams and guide creative from concept to launch.

Highlight

3 years. 29 awards. 12 launches.
One D2C evolution with YETI.

↓ Case Studies

Areas of Focus

Craft & Experience

Blending storytelling, usability, and craft to create impactful digital experiences that resonate and connect.

Design Direction
Experience Design
Inclusive Design
Craft Excellence

Leadership & Team

I lead by example, supporting teams with clear vision, thoughtful mentorship, and the space to explore and grow.

Design Leadership
Vision Setting
Creative Mentorship
Team Culture

Collaboration & Impact

Great work comes from close collaboration, aligning teams, clients, and ideas to create design that delivers.

Cross-Disciplinary Collaboration
Client Partnership
Insight-Driven Design
Strategic Storytelling

Select Brands

YETI · 5.11 · USTA · Microsoft · Captain Morgan · Volvo · MLB · Meta · Jeep · RAM · Alfa Romeo

Recognition

Recent Award Highlights

2025-2023

Fast Company—Innovation by Design
Communications Arts—Winner
ADC Awards—Merit Honor
Webby Awards—Winner

The Drum Awards—Gold
Shorty Awards—Winner, 2 Gold
w3 Awards—Gold, Silver
Indigo Awards—3 Gold, Silver

Case Studies

Driving YETI’s D2C Evolution

I led YETI’s D2C design evolution, delivering results across e-commerce, product, and brand. Over three years, we earned 29 industry awards and launched more than a dozen high-impact digital experiences.

E-commerce Product Strategy D2C
Brand Activation Personalized Content Marketing
Brand Storytelling Content Platform Editorial Design
E-Commerce CRM Product
Product Launch E-Commerce Brand Storytelling

While YETI represents the core of my portfolio, I’ve also led a range of projects across other brands, including new work for 5.11 Tactical and USTA, both launching soon.

E-commerce Strategic Rebrand D2C

Elevating 5.11’s D2C experience to reflect the precision, purpose, and grit of its users

Platform Design Membership Engagement Strategy

A digital home for coaches to evolve, connect, and grow the game

Artwork

My fine art background fuels an ongoing exploration of traditional techniques and new technologies. I breathe texture, shape, composition, and form, pushing toward a contemporary blend that feels genuine, fresh, and a little unexpected.