American Family Insurance
Product Design, Creative Direction, UX/UI Design, Story Telling
Our challenge was to make the invisible visible. To make American Family customers say, "Wow!" We identified opportunities that created maximum value through the Return on Experience.
American Family Insurance
Product Design, Creative Direction, UX/UI Design, Story Telling
Our challenge was to make the invisible visible. To make American Family customers say, "Wow!" We identified opportunities that created maximum value through the Return on Experience.
/ Design | Creative | Leader /
Design didn’t just happen to me; it’s been there since the beginning, finding its way into my life well before I knew what it meant to be a “designer.” As a kid, I spent more time sketching the logos on classmates' shoes than paying attention in math class—absorbing the fundamentals of branding without even realizing it. By high school, I found myself working at a small design studio and realizing that what had started as a way to pass the time could actually be my life’s work.
From there, I trained at ArtCenter College of Design, earning a BFA in Graphics and Packaging Design and learning that true design is about finding answers to real-world problems. Since then, I’ve spent 30 years working in everything from environmental graphics to digital and product design. For the last 15 years, I’ve had the privilege of leading teams—designers, art directors, human factors engineers, industrial designers, and more—across some of the most recognized brands. It’s been a journey of constant evolution, all sparked by a simple curiosity that found me long before I ever sought it out.