Branding Design
Define & present your brand's personality so the right humans find you in a sea of the uninspired.
Principal Product Designer · 15 yrs
Dead serious about design.
I turn dream concepts into crystal-clear, pixel-perfect products: brand identity, design systems, and interface design that people actually want to use.
The person behind the pixels
Ever-fascinated by human behavior, I’m on a mission to understand how people think, act, and navigate the digital world, then design solutions that make their daily lives noticeably better.
Across 15 years I've built brand identities from a blank page, architected design systems that hold hundreds of screens together as teams grow, and shipped products used by millions of people every year. My work lives where accessibility, usability and genuine desirability meet. I lead design decisions grounded in user research, usability testing and analytics rather than taste, validate ideas before they get expensive, and turn what the evidence shows into interfaces that feel obvious to use and worth coming back to.
15 yrs — Building design systems, guiding strategy, and crafting intuitive products used by millions.
- Discipline: Brand · UX · UI
- Tooling: Figma-first
- Focus: Systems
- Based: Montréal
What the role actually involves
I'm the senior-most designer on the product. I do the hands-on design work myself and set the standards everyone else designs to. Most of my time goes into building and running the design system; the rest goes into shaping strategy and coaching the team.
Design systems & platform quality
One product, not five Sets a single visual language and one set of UX standards across the platform, so it stops looking like separate teams built it. Owns the foundational layouts, page architecture and the harder interactive prototypes.
A safe place to experiment Runs a sandbox copy of the design system where teams can build and test realistic ideas quickly, without putting the live product or the shared codebase at risk.
Components that scale Builds and maintains the reusable components and design tokens every team works from, so a design becomes working code quickly and accurately.
Making sure it ships right Sets clear handoff standards and runs design QA — checking what actually shipped against what was designed, and fixing the gap.
Strategy & team
Tying design to the business Connects design decisions to what the business actually measures: revenue, customers staying, how fast we can ship. Prototypes and tests brand-new ideas early, so we find out what works before committing to build it.
Keeping the experience whole Keeps product and marketing pulling in the same direction, balancing what users need, what's technically possible, and what the business is trying to achieve.
Growing the team Coaches designers across product and marketing, runs design critiques, and unblocks work that's stuck. Helps with hiring, onboarding and training, and plans what design tools and skills the team will need next.
A wall of things I do well
Logo Design
Memorable marks that capture your essence, from concept to completion, built to be recognized.
Design Systems
Cohesive token-driven frameworks that keep every screen consistent and every dev fast.
UX Design
Deeply understand users, needs & context so products are easy to navigate and hard to leave.
UX Research
Interviews, usability testing, analytics & journeys. Evidence over opinion.
Design Thinking
Empathize, define, ideate, prototype, test. A repeatable engine for hard problems.
Mobile Design
Human-centred iOS & Android apps: usable, accessible, and quietly delightful.
Web Design
Aesthetic, strategic sites & stores optimized for engagement and conversion.
Concept → creation
See a sketch become a system
Selected work
Case studies are being written.
I'm currently packaging up 15 years of brand systems, research insights and product design into proper case studies. If you'd like to see relevant work before then, I'm happy to walk you through it directly.