For Ferguson’s 2025 trade campaign, I created a design system that reached contractors wherever they were — on the job, online, or in the branch. From eye-catching in-store signage to digital ads and seasonal promotions, the campaign worked as a unified experience. The result was a bold presence that kept Ferguson top-of-mind while driving engagement across every touchpoint.

What if a rewards program looked as good as it worked? For Goodman Daikin’s Pro3 Rewards, I led the design of a bespoke contractor incentive campaign—complete with custom-branded tool bags, totes, gloves, and more. Every element, from the physical rewards to the digital experience, was crafted to feel premium, purposeful, and unmistakably Pro3.

Partnering with Hapo Credit Union, I created a series of campaigns that brought their community-driven spirit to life across motion, digital, and in-branch experiences. From playful seasonal animations to polished campaign visuals, each piece was designed to feel approachable while reinforcing trust. The result was a set of campaigns that balanced financial professionalism with personality.

As lead designer on StockUp Magazine, I shifted the publication from a dense catalog into a more inviting, editorial-style layout. The new approach gave contractors a smoother browsing experience while also providing brands with space to showcase their products in a more compelling way. The result was a magazine that felt less like a product list and more like a resource contractors wanted to engage with.

Flipping through specs shouldn’t feel like decoding. As the design lead, I transformed the HVAC catalog into a streamlined, visually rich experience that contractors actually want to use. Clean grids, smart typographic cues, and bold visuals gave the catalog structure, while elevated product features gave partner brands more space to shine. The result was a catalog that worked harder—making ordering easier for contractors and creating real value for vendors.

Ferguson wanted to deepen its connection with both families and future trade workers. I led the Trade Explorers project, designing a unique visual system of mascots and illustrations applied across activity books, stickers, apparel, and event materials. The goal: create an engaging, vintage look that builds brand warmth while supporting community outreach efforts.

Air-Tech needed a brand refresh that could stand up in both industrial settings and customer-facing moments. I led the creation of a visual system — from identity and signage to digital touchpoints — that highlights Air-Tech’s technical expertise while maintaining clarity and consistency across all applications.

GDI Parts needed more than a website—it needed a purpose-built digital storefront designed specifically for contractors and industrial buyers. I led the project from the ground up, developing the site architecture, UX flow, and design system to deliver a responsive e-commerce platform that is fast, intuitive, and brand-consistent across every touchpoint.