Senior Product Designer & Creative Leader.

20+ years at the intersection of brand strategy and product design, simplifying complex flows and building scalable systems.

Rocktrade

I joined Rocktrade in 2019 to lead their creative strategy and solve the company's core design and communication challenges.

My role went far beyond a visual refresh. I built a cohesive, scalable design system from the ground up. Over my seven years there, this foundation allowed the company to seamlessly launch, adapt, and evolve multiple investment products under one trusted brand.

By bridging the gap between complex product dashboards and our marketing campaigns, we created a unified engine that drove millions in digital sales.

2019-2026

Design Ops & Systems

Building a scalable foundation for speed and consistency.

As the ecosystem grew, we needed a solid structural foundation.

I built a centralized component library that acted as our single source of truth. It wasn't just about making things look cohesive, it was about operational speed.

By eliminating design debt, we gave the engineering team exactly what they needed to launch new products without friction.

Brand architecture

Systems & Guidelines

brand-primary
#3c3c3b

brand-secondary
#1a1a1a

action-accent
#ff5b00

surface-alt
#eeeeee

surface-low
#f5f5f5

neutral-drk
#3c3c3b

brand-primary
#ff5b00

brand-secondary
#9c3b21

action-accent
#00a3a6

surface-alt
#ffd2b2

surface-low
#fff2e8

neutral-drk
#3c3c3b

brand-primary
#ffc105

brand-secondary
#e6b522

action-accent
#0020b3

surface-alt
#ffde7f

surface-low
#fff0c6

neutral-drk
#3c3c3b

brand-primary
#60ba94

brand-secondary
#359d9e

action-accent
#235374

surface-alt
#8ac58d

surface-low
#d0e6ce

neutral-drk
#3c3c3b

brand-primary
#002f53

brand-secondary
#2d469d

action-accent
#eab308

surface-alt
#b2c3d2

surface-low
#e1e9f0

neutral-drk
#3c3c3b

brand-primary
#e83d53

brand-secondary
#691925

action-accent
#272b5b

surface-alt
#1d2040

surface-low
#5964ac

neutral-drk
#3c3c3b

brand-primary
#e71f74

brand-secondary
#9d144b

action-accent
#0a9d39

surface-alt
#f4a7c4

surface-low
#fce7ef

neutral-drk
#3c3c3b

brand-primary
#c71525

brand-secondary
#6b0e0b

action-accent
#002e4d

surface-alt
#e49b9b

surface-low
#f7e2e2

neutral-drk
#3c3c3b

Typography & Hierarchy

Display

Token: type-display-xl

Font-Family: Merriweather Sans

Weight: 800 (Extra Bold)

Line-Height: 1.1

Transforming complex data into strategic investment decisions.

Headings

Token: type-heading-lg

Font-Family: Merriweather Sans
Weight: 700 (Bold)
Line-Height: 1.2

Performance and Consistency in Financial Markets.

Body Text

Token: type-body-md

Font-Family: Merriweather Sans
Weight: 400 (Regular)
Line-Height: 1.5

Our strategies are built on advanced mathematical models and rigorous risk management, ensuring total transparency for the investor.

Utility Caption

Token: type-caption-sm

Font-Family: Merriweather Sans
Weight: 300 (Light)
Line-Height: 1.4

*Past performance is not a guarantee of future results.

Product Evolution

Turning complex financial data into intuitive experiences.

The platform's interface had to match our business goals.

Over the years, I led major website redesigns, moving us away from a clunky legacy framework into a much cleaner, trustworthy aesthetic.

Every design decision was made to simplify complex data, making the user journey straightforward and directly supporting our customer acquisition targets.

First website redesign

2020

New website

2024

Marketing & Growth

Expanding design principles into the sales funnel.

True design leadership doesn't stop at the product dashboard.

I expanded our visual narrative right into the marketing engine. By bringing the same level of care to our sales letters, newsletters, and acquisition campaigns, we built a consistent experience that lowered acquisition costs and helped scale sales into the millions.