Creative Direction

As Associate Creative Director, led visual and product design across Brightspeed.com while establishing the Figma infrastructure supporting the broader digital ecosystem. The work spanned core website layouts, reusable component libraries, and scalable UI patterns designed to maintain brand consistency across a large, continuously evolving web presence.

Creative direction extended beyond individual screens to the structure of the design practice itself — organizing files and libraries, establishing shared standards, and guiding designers across interconnected products. Close collaboration with UX, product, development, and client stakeholders translated complex requirements into accessible, cohesive experiences aligned with Brightspeed's brand and platform needs. The full component library and design system architecture supporting this work is covered in the Design Ecosystem project.

Impact

• Led design across Brightspeed's core web experience, delivering scalable UI across a complex, multi-team digital ecosystem.
  
  

• Architected and managed Figma libraries and design systems to improve consistency, accessibility, and cross-team collaboration.
  
  

• Built scalable components, patterns, and file structures that streamlined production workflows and supported efficient development handoff.
  
  

• Directed designers and cross-functional teams through shared standards, ongoing reviews, and creative direction to maintain quality across the experience.

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