Index — Selected Work

Work

Content that shines — eighteen projects across museums, media, and technology where research, storytelling, and game design grew real audiences.

Identity & brand Website & UX Interaction & games Social Campaigns Content & research Writing Consulting

Writing Samples ↗ Selected Press ↗ Research Portfolio ↗

01 / Identity · Brand System

Playably 2026 Rebrand

Goal

A full identity for a gamified-rebate company, tested as live pages before sign-off.

Result

30 wordmarks, 13 colourways, 4 homepages. One system.

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02 / Branding · Stewardship

Playably Brand System

Goal

One brand that hosts thirty others without losing itself.

Result

A flexible system 30+ brands plug into without losing their own identity.

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03 / Website · UX

Website Relaunch

Goal

Rebuild the museum site around what visitors came to do.

Result

Views up 200% within a year; users reported higher usability and appeal.

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The Sak Find Your Los Feliz quiz, result screen

04 / Interaction · Game Design

Style Quiz Game Engine

Goal

A product quiz you play with your hands. One engine, one file per brand.

Result

5x quiz conversion for The Sak. Playable today.

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05 / Social

TikTok Launch Strategy

Goal

Launch a brand presence on TikTok to grow awareness with new audiences.

Result

12M viewers in a year and 645K likes, with press and wide word of mouth.

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06 / Game Design

Overtime Win-Back

Goal

If the big game goes to overtime, the order is on us.

Result

18.25X Meta ROAS and +57% store sales for BlackBoxMyCar.

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07 / Campaign · Sports

BC Lions: OVERTIME

Goal

Win in overtime and the order comes back. No discount, ever.

Result

51% of online orders enrolled at full price. CA$0 discounted.

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08 / Campaign

Multimodal Centennial

Goal

Tell a centennial through education people chose to engage with.

Result

A branded vehicle, original game, and free publication that reached every ZIP code in the county, with broad press.

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09 / Comms · Award

Safety Communication

Goal

Keep visitors safe and the museum calm.

Result

Visual Communications Silver Award, Ohio Museums Association, 2020.

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10 / Game Design

Advent Calendar Game

Goal

Turn December shopping into a daily habit.

Result

+41% December revenue across partner stores.

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11 / Content · Audience

artlust

Goal

Art history as the way into the arguments people are already having.

Result

1M+ followers. 80.7M YouTube views in six months.

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12 / Earlier Work · Content · Strategy

Chatbot Content Strategy

Goal

Frame accessible, engaging content for a tour-based museum chatbot.

Result

Launch announced in the New York Times; visitors praised the accessible tone.

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13 / Earlier Work · Research · Personas

Functional Energy Brand: From One-Time Buyers to Subscribers

Goal

Find out who would subscribe, and what the site had to become for them to do it.

Result

26,369 customers segmented, two personas, a tiered subscription strategy. Anonymised.

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14 / Earlier Work · Game Design · Social

Social Media Heritage Game

Goal

Send people to real heritage sites through a game in their feeds.

Result

Hundreds of dedicated players and a +11% lift in post engagement.

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15 / Earlier Work · Game Design · AR

Creativity-Based AR Game

Goal

Let anyone collaborate with an artist through augmented reality.

Result

Thousands of users; Webby-nominated.

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Covers of Change at Work and Objective Lessons

16 / Earlier Work · Writing

Books for Museum People

Goal

Give museum workers a way through change and a way to look after themselves.

Result

Two self-published titles, 2017 and 2018, written and illustrated.

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One museum label written in five registers

17 / Earlier Work · Consulting

Museum Consulting

Goal

Settle a museum’s voice before writing its labels; listen to a community before advising it.

Result

A five-register label voice system for Bihar; a focus-group report that shaped Massillon’s building project.

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Gallery One, ArtLens, Collection Wall award list

18 / Earlier Work · Interactive

Cleveland Museum of Art: Gallery One and ArtLens

Goal

Content strategy and research for a decade of interactive galleries and apps.

Result

A D&AD Yellow Pencil, SEGD, MUSE, Edison and GLAMi awards.

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Selected Games

See them live →

Play-and-win mini-games I art-direct at Playably — each built around a brand’s voice, its product, and a genuine reason for a shopper to play. A selection:

The Sak Find Your Los Feliz quiz — **The Sak — Style-Finder Quiz**A guided product quiz: shoppers tap through finish preferences — leather, suede, crochet — and the game reveals the bag that matches, ending on an offer. Browsing, turned into a personal recommendation.

Skout Organic snack race — **Skout Organic — Snack Dash**A timed collector race: players dash to grab their favorite — bars or cookies, never both — and unlock a discount. A fast, on-brand nudge toward a first purchase.

Replacements match-3 game — **Replacements, Ltd. — Pattern Match**A match-3 built from the retailer’s real china and tableware patterns: connect three or more to clear the board and earn a prize. A heritage catalog, reframed as a tactile reward game.

Bellzi arcade game — **Bellzi — Animal Fusion**An endless arcade tap for the plush-toy brand: time each drop to land your character and chase a high score. A cuddly, one-thumb game built for repeat play.

Friends Central Perk trivia game — **Central Perk — Coffee Break Trivia**A licensed pop-culture quiz for the *Friends* coffee brand: three questions in fifteen seconds to earn a Coffee Break. Nostalgia and urgency, packaged as a quick win.

Schuller design-under-budget game — **Schüller — Design Under Budget**A skill challenge for the kitchen brand: read the brief, then design the best kitchen you can under budget to max your score. A high-consideration purchase, turned into an interactive showcase.

Figure skating rhythm game — **Figure Skating — Rhythm Tap**A rhythm-and-timing game: tap in sync as the skater lands each element, with accuracy driving the score. Easy to pick up, satisfying to master.

Research Practice

Client engagements, anonymized

UX Research · CRO · Personas

Six studies, one method

What. Interviews, personas, and tested redesigns for a baby brand, a fitness studio, a wellness hardware brand, a fashion label, an energy brand, and a sports-cap retailer.

Why it matters. Research settles the argument before the redesign, so the recommendations are specific enough to build from.

6engagements · one page

Read the studies →

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