For more than 20 years, I’ve worked across UX, visual design, and front-end development. That range lets me consider an experience from several angles at once, from the clarity of its structure to the smallest detail of its movement.
Humminbird
Senior UX Designer
2018
I collaborated as part of a creative team to concept and execute this digital ad campaign for Humminbird’s APEX system, focused on showcasing its high-performance display and advanced sonar capabilities. The goal was to create a bold, attention-grabbing visual that immediately speaks to serious anglers who demand precision and control on the water.
We leaned into a strong, product-centric composition—letting the expansive screen and detailed interface take center stage. The “Are You Type APEX?” headline introduces a confident, slightly provocative tone, designed to spark curiosity while reinforcing the product’s premium positioning. Motion and framing were used to guide the viewer through the interface, highlighting clarity, responsiveness, and real-time data in action.
