AMDAHL DESIGN and LOCALiSD Design to Enrich Daily Life.We create engaging brand identity systems for people, product and places. Specializing in retail, hospitality, and destination brand development. Customer-centric. People-focused. Design-obsessed.LOCALiSD - a contract brand studio. Redesigning the status quo. Hyperlocal + Global design strategy and brand Image management. Design for the people and the places we live.Minority Owned. Multi-Racial LGBTQ+

Inspired the government agency to connect and engage differently “with the people of CA” Proving the development of San Diego Bay as a brand destination by providing innovative, strategic and disciplined direction - Data-informed, People-focused, Human-centered, HyperLocal and Global.

Owner of enterprise-wide design strategy and advanced concepts – retail partnership design collaboration, future store design, innovative visual merchandising, photo styling, creative agencies, research , strategy and product development - to bring the future vision for Sony to life by leading conceptual ideation, demonstrating customer experience potential and delivering on style insights, operational efficiencies, and design innovation.

As Director of Creative Retail Brand Experience and Media, I was responsible for shaping the creative direction of the SONY at retail and company-wide. I developed and led a skilled team of creative professionals and internal business stakeholders to deliver innovative, visually striking, and effective design solutions. My strategic vision, creativity, and leadership skills were crucial in advancing the SONY brand, exceeding business expectations, and driving the retail network ahead. Developed, Directed and Managed the First Brand Design Experience / Creative Department - Inspired, Directed, Managed a team of 20+ marketing managers, designers, writers, photographers and producers in the creation of all Corporate, Sales, CRM, and Retail in-store marketing elements. Directed across the business: imagination, inspiration and inclusion for customer experience while successfully balancing creative strategy, quality, feasibility, scale, complexity, and budget for a retail fleet of SONY stores and retail partners.Directed, Developed, maintained, and optimized the visual design strategy for entire consumer product brand architecture. Integrated omni-creative service for all marketing and merchandising communications across 16 distinct business units at every channel and touchpoint. Head of Global Photography, Retail Merchandising, Display, Package Design, CRM, Tradeshow, Retail Partners.

Oversaw company brand design and production for creative and web dept's. Team of 10.

Managed product trend, R&D, design and sales of amenity programs of 4/5 star resort spas.

Contracted to Lead re-design for Matrix brand during acquisition. Built in-house design team. Omni-channel design for worlds largest professional haircare product line.