Find the pattern
Identify repeated decisions, content types, exceptions, and dependencies across the work rather than treating every request as new.
02 · Design systems & templates
Create structure that makes consistency easier.
Reusable systems turn repeated design decisions into clear tools. Those tools give teams enough control to protect a brand and enough flexibility to do useful work.
At a glance
Capability proof
20,000+Financial advisors supported
Print to socialCoordinated asset families
Rules + rangeControlled variation
Working approach
The principle
A useful system reduces decisions without reducing possibility.
I look for the relationships that repeat: typography, spacing, image behavior, content patterns, approval requirements, and output rules. Then I turn them into structures people can understand and maintain.
Define the rules
Build components, templates, styles, and guidance that make the intended behavior visible and repeatable.
Design for change
Allow useful variation while protecting hierarchy, accessibility, brand integrity, and production requirements.
Selected evidence
From principle to output
See this capability at work.
Primary case studyEnvironmental portfolio mockup · interface shown for context
Edward Jones Marketing Hub
A scalable template and asset-family system supporting more than 20,000 financial advisors.
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Image systemRepresentative portfolio visualization · not Edward Jones source photography
Edward Jones image readiness
A crop-family and metadata structure made thousands of photographs usable across repeatable templates.
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Campaign systemIndependent interview exercise · environmental mockup
CuraLinc Oneinfive
One visual and editorial language expanded across a booklet, flyers, and social communication.
View work ↗Next · 03