Design Systems for Global Business
To ensure consistency across platforms and teams, my strategy was to develop not just a global production style guide but a scalable storytelling visual system that provided creative freedom and brand integrity, giving developers, vendors, and partners a clear set of design guidelines and visual standards. The result: stronger brand integrity, faster collaboration, and streamlined asset delivery for award-winning, high-impact campaigns.
Modular systems were developed to manage thousands of assets—each adaptable through a unified style guide. This enabled teams to build within a seamless brand framework of color, format, storytelling, and visual impact across every touchpoint.
Great Systems Empower Design to Scale
Delivering exceptional design and scalable processes is essential to high-performance campaigns—especially when collaborating across global teams in 33+ markets and in 5 languages. It may not be as glamorous as designing a billboard or product, but without it, success doesn’t scale. I champion pipeline efficiency, brand consistency, and design systems that elevate creative production at every stage.
Selected examples from the full system
Unified vision. Operational Excellence.
The MileagePlus Global Brand Production System was built to unify creative vision with operational excellence—aligning design guidelines, production processes, and AI-driven personalization to deliver consistent, emotionally resonant content across global markets. These foundations empower the program to inspire millions—showing customers the most rewarding ways to earn and use miles, with the widest range of award destinations of any U.S. airline loyalty program. Whether it’s a dream getaway or something closer to home, MileagePlus helps travelers turn everyday moments into extraordinary journeys.
Scale Up Business
Research showed members struggled to understand their benefits, causing frustration and disengagement. By simplifying the experience and clarifying value, we unlocked growth—empowering users to see possibilities across touchpoints and driving deeper engagement with United’s products and partners.
Empower Users
By understanding users’ needs and pain points, we design experiences that feel personal. Content visualization became effortless and purposeful. From booking a flight to making a quick purchase, intuitive design empowers clients to reach their goals instantly. Simplicity, personalization, and relevance are the keys to creating truly meaningful journeys.
Brand Expansion
The Chase United card unlocks the Luxury Hotel & Resort Collection—connecting members to premier destinations with exclusive perks like breakfast for two, Wi-Fi, and unique property benefits. From room upgrades to late check-out, these experiences elevate loyalty and expand the brand through memorable travel moments.
