That pushed me into the middle part of my career. I started taking on my own clients and working on in-house design teams across consumer product, construction, foodservice equipment, and logistics industries. I was industry agnostic because I was hungry to learn. Every role taught me something different.

After some time I started thinking about the future. I realized what I loved most about those early billboard days wasn't the billboards themselves, it was the reach. That's when UX design clicked for me. A single product redesign can make millions of people's days easier. I think about Target's website letting me find gym clothes at my local store and check inventory without getting lost or confused. That's the kind of moment I want to create for people. I want to be the one behind experiences where technology feels effortless, where your next step is always clear, and where people's days just... work better.