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
2020
I collaborated as part of a creative team to develop this digital ad campaign for Humminbird’s CoastMaster Charts, translating complex marine technology into a clear, compelling visual story. The objective was to highlight the product’s precision and reliability while appealing to both nearshore and offshore anglers.
We focused on a clean, product-forward composition paired with dynamic ocean imagery to create a sense of real-world performance. The contrast between the detailed chart interface and the open water helps communicate accuracy at a glance, while the bold typography reinforces confidence in the technology. With both static and video executions, the concept extends into motion—using subtle transitions and pacing to guide attention and emphasize key features without overwhelming the viewer.
