Selected work / 01—03
The thinking is
in the work.
Three very different businesses, each asking for a clear connection between what the owner sees and what the customer experiences.
01 / MotoTote
Helping riders choose with confidence.
A motorcycle carrier is a considered purchase. Riders need to know whether their bike and vehicle fit, how loading works, and which of several carrier designs makes sense for them. The site has to make technical detail useful without losing the promise of the trip ahead.
As Chief Brand Officer, I guide MotoTote’s brand, site, search, content, and marketing priorities. I’ve worked across product storytelling, carrier comparison, bike-specific paths, compatibility guidance, and educational pages so customers can move from a question to a confident choice.
Visit MotoTote
02 / WildFireX · Prelaunch
Some things can't be rebuilt.
WildFireX is building a connected wildfire defense system for homes. Its technology involves property-specific sprinklers, alerts, remote control, and optional backup water. The challenge is to explain all of that while staying close to what a home means to the people who live there.
I’m shaping the positioning, message, visual direction, and new website around that human truth. The site moves from the stakes of a wildfire to a clear explanation of how the system works, why it is designed around each property, and how protection can be better integrated and more attainable. The new site is preparing to launch; the work shown here is from that prelaunch direction.
New site preparing to launch
03 / Krovblit
An art world made easier to explore.
Dave Krovblit’s work is vivid, layered, and full of stories. The digital experience needs to give the art room to speak while helping people move between collections, learn about the process, find galleries, and choose a piece.
I work across the website, collection storytelling, editorial content, search, and campaigns. The direction connects the shop with the artist’s process and the moments that bring the work into the world, from new pieces to exhibitions and events.
Visit KrovblitThe next project