Five years at adidas as a Design System Ambassador meant living inside one of the world's biggest brand machines — and learning how to make things work at scale without losing the creative edge. The campaigns here came out of that: digital-first, globally distributed, and built to perform across every screen and channel.

Alongside the brand work, there's Squadly — a football app I designed from the ground up. Different problem, same approach: start with what people actually need, then make it look like it couldn't be anything else.

Digital design, for me, is where systems thinking and craft have to coexist. Here's where that shows up.