CASE STUDY: Hastings Email Campaigns

Trade Show Email Series • Pre-Show Marketing • Brand-Aligned Design

My Role:
As the lead designer, I created and executed every element of these email campaigns at Hastings. From initial concept and layout to asset design and final deployment, the entire series was my work, and I’m proud of how well it supported our brand.

Goals:
- Build awareness and anticipation before national trade shows

- Promote product features and company presence to draw attendees to the booth

- Keep messaging consistent and visually appealing under the Hastings brand

Results
- The email campaigns delivered increased engagement before events

- They contributed to stronger booth traffic and more qualified leads

- Visually cohesive, they reinforced brand identity with clean layouts, thoughtful visuals, and purposeful messaging

- I take pride in having sole responsibility for the cohesive aesthetic and impact of this project

Teams I Collaborated With:
- Sales & Product Management Teams to align promotional messaging with event objectives

- Marketing Director for campaign vision and approval

- Trade Show Coordinator to ensure messaging synced with onsite branding and schedules

Software & Tools Used:
- Adobe Illustrator for layout design and bespoke graphics
- Adobe Photoshop for editing product photography and visuals
- Constant Contact for formatting and deploying responsive email campaigns

CableMaster + Generac Trade Show Email Campaign
These multi-digital marketing campaigns are a collaboration with Generac to promote key products featured at a national trade show. The co-branded email blasts using Generacs visual identity standards and CableMasters identity bring together their partnership. The co-branded visuals showcase both brands with visual impact.

CableMaster Part 2
These multi-digital marketing campaigns shown on iPads and phones show several different email messages.

All the email examples shown here on the digital template are DIRECT TO CUSTOMERS, with messages about how to save money, stock up now, and other product-specific messaging. I put creative thought into designing something dynamic to get attention and include a creative message, for example, "ALUMINUM IS THE NEW GREEN," in conjunction with Saint Patrick's Day.

ACS Group | Weekly Product Promotion Email Campaigns
I led the design and execution of ongoing digital campaigns to promote and feature products for the Aftermarket Parts Division. Campaigns included weekly email blasts, social media graphics, and digital advertisements placed in national trade magazines to drive customer engagement and reinforce brand awareness.
One crucial campaign I would like to highlight is the "ACS Group PARTS HOLIDAY BlLITZ." Please look at the Before email that went out the year before. Compare it to the after email I designed. See the stark contrast from the simple black-and-white version, the eye-popping layout using the branded colors, and a play on the use of the "Sale Tags."

Wells Vehicle Electronics Product Promotion Email Campaigns
In this set of emails, I highlight aftermarket engine parts, pre-trade show messaging, and, most importantly, the "Wells Tech Team."

Within the Wells Tech Team email, you will see a few of the icons/logos that I created specifically for an automotive group. This project showcases my ability to create and incorporate custom illustrations seamlessly into the design.

Hastings Air Energy Control -
Transformation Tuesday:
I created and led the “Transformation Tuesday” campaign, a weekly social media series that showcased real-world product installations. Along with designing all visuals, I also developed the “Transformation Tuesday” logo to give the campaign a distinctive, branded identity. These posts consistently highlighted customer success stories, helping to build credibility and drive engagement.

In addition to the weekly series, I designed social media graphics for all Hastings trade shows and events, ensuring brand consistency across every touchpoint. This multi-channel approach significantly increased our follower count, generated customer inquiries, and strengthened brand awareness ultimately delivering a strong return on investment.

Hastings Air Energy Control -
Filtration Friday Social Campaign
To build momentum and awareness around Hastings' filtration solutions, I created a recurring “Filtration Friday” campaign for their social media platforms. Each post spotlighted a featured product, offering a quick educational moment to engage followers while reinforcing the brand’s expertise in clean air systems. I designed each layout to be visually bold and on-brand, using photography, product illustrations, and callouts to make technical information accessible and scroll-stopping. The consistent weekly cadence helped grow their audience and positioned Hastings as a go-to resource in the industrial filtration space.

Product Launch & Trade Show Marketing
In addition to social media campaigns, I created marketing assets to support new product launches and trade show initiatives, helping translate technical products into clear, customer-facing visuals.

For product development, I designed launch graphics and email marketing content used across digital channels to introduce new products, highlight key benefits, and support sales efforts.

For trade shows, I designed email invitations, pre-show promotions, booth graphics, signage, and post-event follow-up visuals, ensuring a consistent brand presence before, during, and after each event.

These efforts helped strengthen brand recognition, drive engagement, and support lead generation across multiple touchpoints.

Wells Vehicle Electronic Social media posts:
These posts promoted wells tech team's training videos as product promotions. The training videos were a “DYI” focusing on helping the customer with all kinds of vehicle repairs they could do on their own. These social metal video posts helped a great deal in growing Wells aftermarket product sales by making the customer aware that Wells V.E. not only sold vehicle repair products, but it also provided hands on customer support. I not only posted the serious side of Mike and Tech Tip Tuesday. But I took the post to a light side bu showing Mike on a more personal level, such as one where he was at the blood center giving blood.

Some of the other posts were meant to keep Wells in the social media spotlight. I created posts related to special event days such as National Cheese Day, and National Beer Can Day. All these efforts are in keeping with brand awareness and being relevant.

CASE STUDY: Community Cat Winter Care Awareness Campaign
A multi-channel awareness campaign designed to educate and encourage community support for feral and community cats during winter months through compassionate, accessible visual storytelling.

My Role:
As the lead designer, I concepted and executed a multi-channel awareness campaign focused on improving winter safety for community and feral cats. I led the creative strategy, visual direction, and design execution across print and digital formats, ensuring a cohesive campaign system that could educate, engage, and encourage local community involvement.

This self-initiated campaign was developed to reflect real-world nonprofit needs and demonstrate campaign-level thinking across multiple platforms.

Goals:
Raise awareness about the challenges community cats face during cold weather.

Educate the public on simple, effective solutions such as insulated shelters using plastic totes and dry straw.

Encourage community participation and shared responsibility in supporting local cat colonies.

Create a cohesive visual system adaptable across poster, digital ad, social, and motion formats.

Results:
Developed a complete awareness campaign including a poster, digital ad, and social media carousel, all unified by a consistent visual and messaging strategy.

Created emotionally resonant visuals paired with calm, respectful copy to encourage action without guilt-driven messaging.

Designed flexible campaign assets suitable for community bulletin boards, digital placements, and social platforms.

The campaign demonstrates strategic thinking, message hierarchy, and adaptability across multiple channels while maintaining a clear, human-centered narrative.

Teams & Community Collaboration:
Collaborated with local community cat caregivers and colony volunteers in the Santa Rosa County area.

Consulted with representatives connected to Santa Rosa County animal welfare efforts and the Humane Society of Santa Rosa County to ensure accuracy and sensitivity in messaging.

Incorporated real-world caregiving insights to ground the campaign in practical, actionable solutions.

Software & Tools Used:
Adobe Photoshop (image editing, photo compositing, tonal adjustments)

Adobe Illustrator (campaign graphics, iconography, layout elements)

Adobe InDesign (poster layout and print-ready assets)

Canva (social media carousel layouts and mockup presentation)

Community Cat Winter Care | Motion Concept
This short-form motion video is part of a conceptual social awareness campaign focused on improving winter safety for community and feral cats.

Many community cats live outdoors and rely on the quiet efforts of local caregivers and neighbors for food, warmth, and protection. This motion piece extends the campaign’s visual system into video, using subtle transitions, restrained pacing, and sound to reinforce the message with care and dignity.

Designed as a loopable social asset, the video demonstrates how static campaign elements can be adapted into motion for platforms such as Instagram and LinkedIn, supporting a cohesive, multi-channel campaign approach.

Tools Used: Adobe Photoshop, Illustrator, Premiere Pro
Music: Royalty-free audio

CASE STUDY: Airflow Clean Air Solutions – Brand Strategy & Visual Identity

Brand Refresh | Email Campaigns | Social & Trade Show Design

My Role:
As the lead designer, I was responsible for the comprehensive rebrand of Airflow Clean Air Solutions (a division of ACS Group). I developed a custom visual identity system, including a new logo for their internal “FLOW” newsletter, refreshed color palette, and coordinated collateral across digital and print mediums.

Goals:
- Modernize the look and feel of a 40-year-old legacy clean air brand.

- Strengthen trust in Airflow’s technical reliability while adding higher-end aesthetic appeal.

- Establish a cohesive visual language usable across brochures, emails, social media, and trade show displays.

Results
- Delivered a polished visual identity that elevated Airflow’s market presence and helped it stand out in a competitive field.

- Designed a full suite of branded assets, including product brochures, social graphics, weekly email blasts, and trade show banners each aligned with the updated brand system.

- The high-end, professional style immediately gave the brand a fresh, elevated look, improving visual consistency across all platforms

Teams I Collaborated With
- Internal marketing and product teams to align messaging and visual direction

- Engineering and manufacturing stakeholders for technical accuracy in materials

- Trade and print vendors to ensure proper production of large-format graphics

Software & Tools Used
- Adobe Illustrator & InDesign (logo, brochures, identity elements)
- Photoshop (image and texture editing)
- Canva (social media asset templates)
- Email platform (Constant Contact) for weekly newsletter design

Cavatóri – Menu and logo Redesign
This project was a complete reimagining of the menu for Cavatóri, a beloved Italian restaurant with deep family roots and a strong love for Texas. Originally founded in a converted barn by a family who immigrated from Italy, the restaurant wanted their updated menu to reflect both their heritage and their bold Texan spirit.

As the lead designer, I set out to capture this unique blend by:
- Creating a modern, clean layout for easy readability and an elevated dining experience
- Incorporating textures and tones reminiscent of copper and metal to evoke Texas grit and authenticity
- Blending classic Italian elegance with contemporary flair, striking the perfect balance between tradition and trend

The result is a menu design that feels warm, modern, and unmistakably “Cavatóri”a visual extension of their story, values, and Texas pride.

Cablemaster – Brand Strategy & Identity
This project showcases a multi-channel branding and communication strategy developed for Cablemaster, a custom cable manufacturing company. My goal was to create a cohesive visual identity across various touchpoints—from email campaigns to social media to internal communication banners.

Working as the lead designer, I developed:

- Targeted product emails focused on seasonal messaging, order deadlines, and inventory updates
- Social media posts that supported email messaging for brand consistency
- Email signature banners and “Did You Know” tips to reinforce brand presence and build trust with ongoing product education

This campaign not only helped reinforce Cablemaster’s position as an industry leader, but also created a clear and consistent brand voice across platforms. I handled everything from concept development to execution, ensuring that every piece reflected the company's commitment to quality, value, and customer service.

Spot-Lock-Go: Destination Booking Site, Illustration & Responsive Design. Software: Figma
This project showcases my ability to combine custom illustration, branding, and responsive design using Figma. I designed Spot-Lock-Go, a destination booking platform concept developed as one of my ideas for a client. The first layout represents the desktop version, while the second set illustrates how the design adapts for iPhone screens. From wireframe to user flow, the project demonstrates a cohesive, platform-ready experience that’s visually engaging and maintains brand consistency across devices.

Wireframes for News App
These wireframe layouts show my ability to adapt to the digital side of design by jumping into the U.I. world. I understand to have effective mobile apps and websites, it starts with well-planned wireframes before the site becomes developed.

Spendo Mobile App + Web UI Design
Software: Sketch, InVision
I designed the user interface for Spendo’s mobile app, web dashboard, and supporting landing page—crafting a clean, modern system focused on clarity and usability. The visual approach combined vibrant color, functional layouts, and thoughtful simplicity to improve user engagement and accessibility.

This application was developed to help employees easily track spending and manage budgets. I created high-fidelity screens and detailed user flows, collaborating closely with the product team to ensure a seamless experience across platforms.
Key contributions:
• Built and maintained a cohesive design system
• Designed responsive screens for mobile and desktop
• Developed user flows that simplified complex tasks
• Worked cross-functionally to align UX goals with business needs

Landing page for Healthy Foods:
This project highlights my ability to seamlessly transition into digital design. I created a clean, user-focused layout that aligns with the brand while supporting clarity and conversion goals. It’s a great example of my versatility as a designer, bringing thoughtful User Interface, strategic messaging, and visual consistency to the web experience. Tools used include Sketch and InVision.

Icon & User Experience Illustrations:
This section highlights how I incorporate custom illustrations into user experience and interface design. These graphics are created to enhance clarity, guide users, and bring visual personality to any platform, whether web, mobile, or print.

CASE STUDY:
CableMaster Corp – Brand Refresh & Website Art Direction

Rebranding | Website UI Comps | Marketing Collateral

My Role:
As the Senior Designer and Communications Manager, I led the visual rebranding of CableMaster Corp, including a collaborative redesign of the website. I developed homepage and interior page design comps and worked closely with the web development team at Greenleaf Media to ensure the final execution reflected the updated brand direction. I also created supporting marketing materials and internal communications assets.

Goals:
- Refresh the brand to reflect CableMaster’s quality and capabilities better

- Improve online user experience with a clear, product-focused site

- Ensure brand consistency across print and digital platforms

- Support internal and external growth through a more professional brand identity

Results:
- Created brand-forward design concepts that guided the development of the new website

- Strengthened CableMaster’s market perception through consistent, professionally designed collateral

- Improved sales support materials and digital presence, contributing to an 8% growth in sales in 2020

- Elevated trade show presentation with bold, branded visuals and illustrated messaging

Teams I Collaborated With:
- Partnered with Greenleaf Media (Madison, WI) to bring website vision to life

- Worked alongside internal leadership, sales, and marketing staff to align brand direction

- Led communication between external developers and internal stakeholders to keep messaging consistent

Software & Tools Used:
- Adobe Illustrator & InDesign (logo and collateral design)
- Photoshop (image retouching and layout mockups)
- WordPress (oversaw website content and structure)
- Collaboration with Greenleaf Media for site development

CableMaster Email Blast Rebrand
The CableMaster rebrand was a highlight of my time with the company. I developed a new color scheme based on the existing logo and expanded it into a full brand palette. This refreshed visual system was applied across marketing materials to highlight product offerings and drive attention where needed. The “Aluminum is the New Green" email campaign is a strong example showcasing how creative messaging and the brand palette worked together to elevate engagement and visual impact.

Wells Vehicle Electronics – Aftermarket Catalog
Format: Print & Digital | Tools: InDesign, Photoshop, Illustrator
Wells V.E.'s small brochure showcases its aftermarket product line by positioning the brand with a modern, professional look I developed as part of its refresh. The catalog combines product overviews and service offerings into a clean, cohesive layout designed for sales and customer engagement and given out at large trade shows.

Wells Vehicle Electronics – GoTech Smart Diagnostic Tool Campaign
This branded campaign was developed to promote the GoTech Smart Diagnostic Tool and included a full suite of marketing assets. Deliverables ranged from full-page print and digital ads to large-format trade show banners, product instruction sheets, packaging design, and promotional flyers. I also designed the product box itself, ensuring a cohesive, eye-catching presentation from shelf to screen.

Wells V.E. – Original Equipment Division
The Original Equipment (O.E.) Division at Wells needed stronger visibility and brand distinction. I developed a high-end visual style to reflect the premium quality of these non-aftermarket products. This included a steel-textured background, layered transparent elements, and sharp angular shapes to convey precision and engineering excellence. A bold red accent was used throughout to highlight key messaging and unify the look across materials.

Hastings Air Energy | Brochure Redesign
To replace an outdated folder containing over 20 individual flyers, I created a modern, streamlined brochure that consolidates all of Hastings’ core product and service information into one cohesive piece. This redesign not only elevated the brand’s visual identity but also improved usability and professionalism in both print and digital formats.

The new layout features clear sectioning, updated graphics, and a clean design that aligns with current marketing standards—making it easier for customers to understand offerings at a glance. This updated brochure became a central sales tool, accessible online and at trade shows, and significantly improved the company’s marketing presentation and internal efficiency.

CASE STUDY
Sterlco Steam Division – ACS Group

My Role:
As the Senior Graphic Designer, I led the creative strategy and execution for Sterlco’s trade show materials. From large-format booth graphics to supporting collateral, I ensured every visual touchpoint reflected the division’s engineering expertise while standing out on the floor.

Goals:
- Develop a bold and cohesive trade show presence to attract leads and spark conversation.

- Translate complex engineering concepts into clear, visually engaging booth graphics.

- Support the sales team with branded brochures, data sheets, and presentation materials to enhance their effectiveness and efficiency.

- Ensure consistency with the broader Sterlco rebrand across all show assets.

Results:
- Designed a visually unified booth experience that enhanced visibility and audience engagement.

- Delivered supporting materials (brochures, product literature, video loops) tailored to the event audience.

- Collaborated with engineering and sales teams to highlight product benefits clearly and accurately.

- Contributed to a 30% increase in qualified leads during key trade events.

Collaborated With:
- Engineering and sales departments for technical accuracy and messaging.

- Marketing Manager to align design with campaign goals.

- External print vendors and booth fabricators to manage final production specs.

Software & Tools:
- Adobe Illustrator & InDesign for layout and large-format print design.
- Photoshop for imagery and product visuals.
- Premiere Pro for looping booth video content.
- PowerPoint for presentation materials used during the event.
- Teams for team coordination and asset review.

Hastings Air Energy Control,
This series of trade show banner were developing with Hastings branded color pallet and messaging to bring focus to the products and services Hastings provides. The bright colors and layout along with messaging stands out among other competing brands at trade shows and other events. The design is clean with a polished look that represent the high end products Hastings manufactures.
These banners were used in large trade shows including; Fabtech, Powder Bulk and Solids, and many more national shows.

CableMaster/Generac Virtual Confernce
During the Covid lockdowns, this trade show was created for a national virtual show. Using CableMaster's banded colors, I highlighted product promotions and specific products to drive customers to our website or contact them directly to purchase cable products.

Wells V.E. Trade Show Booth Assets & Marketing Giveaways
I led the concept and design execution for this branded trade show package, which included large banner displays, T-shirt designs featuring product-specific messaging, and two full-color digital and print ads. The visual direction centered around a grey steel texture to reflect the brand’s industrial focus and create a bold, cohesive presence. Every element, from wearables to large-format displays, was designed to stand out, engage attendees, and reinforce brand identity on and off the trade show floor.

Duralast - Branded National Ads (Wells Private Label)
Software: InDesign, Photoshop, Illustrator
For Wells Vehicle Electronics, I created full-page national ads for Duralast, one of their private-label brands. These ads were developed for both print and digital platforms and designed to offer two distinct visual directions each bold, attention-grabbing, and tailored to appeal to a wide audience. The goal was to give leadership flexible, creative options. The final ads ran in national publications over several months.

Hastings Air Energy Control — Full-Page Ad Spread
For Hastings Air Energy Control, I designed a full-page print ad spread focused on clearly communicating complex product information in a clean, professional format. The goal was to present technical details in a way that felt accessible and visually engaging while reinforcing Hastings’ brand credibility.

I developed the layout, typography, and visual hierarchy to guide the reader through key product benefits and specifications, balancing imagery with structured content for clarity. The final ad was prepared for print with close attention to alignment, spacing, and color accuracy to ensure a polished, production-ready result.

Industrial Machinery Digest — Full-Page Print Advertisements (Freelance)As a freelance designer for Industrial Machinery Digest, I created full-page print advertisements for B2B manufacturers in the industrial and infrastructure space. These ads were designed for placement within the magazine and needed to balance detailed product information with clear visual hierarchy and strong brand presence.

Working within established brand guidelines, I developed layouts that highlighted key product features, specifications, and value propositions while keeping the designs clean, organized, and easy to navigate. Each ad was prepared for print with careful attention to typography, imagery, spacing, and production accuracy to ensure a polished final result suitable for a technical, professional audience.

ACS Group - Steam Division
Full-page digital ad created for a trade show magazine, spotlighting the “K-Pump” from the Sterlco Steam Division. Designed to align with the division’s branding, this ad was featured in conjunction with upcoming trade show events to boost visibility and product awareness.

Designing with Purpose – Infographic Series

This project is all about process and style. I created two completely different infographic versions each one telling the same story in a unique voice. Why? Because every client has their own personality, and good design should flex to match.

One version leans clean, structured, and modern ideal for a corporate or tech-savvy brand. The other brings in a hand-drawn, expressive feel that’s more personal and artistic. They both walk through the same design journey, but the vibe is totally different. That’s intentional.

It’s a visual way of showing that I don’t just have one style, that I adapt. Whether the goal is sleek and polished or creative and bold, I meet the tone, the brand, and the message with the right design language.

How to Get a Scholarship

college scholarship. The visual approach combines bold icons, playful illustrations, and a clear step-by-step layout to simplify what can often feel like an overwhelming process.

Designed to be both educational and approachable, this piece demonstrates my ability to turn complex information into digestible and engaging visual content — ideal for younger audiences or educational institutions. From layout to iconography, every design choice supports clarity, motivation, and accessibility.

Hastings Product Line Identity System
A cohesive badge system developed for multiple Hastings product initiatives and marketing series. Each design maintains brand consistency while differentiating individual campaigns through color, typography, and graphic variation. These assets were used across digital marketing, social campaigns, and promotional materials to reinforce brand recognition and unify messaging.

Logo collection that include digital and illustrations
These logos were designed with distinct visual identities with a personal, expressive touch. The Cavatore logo in particular reflects the warmth and heritage of the family-owned Italian restaurant, with a rustic-yet-polished illustration style that captures its Texas charm and culinary roots.

Each logo in this series was custom-designed to suit the personality and tone of the brand it represents whether whimsical, traditional, or modern. From initial sketches to the final vector artwork, I handled the entire creative process to ensure every design feels authentic and memorable.

Illustration Collection - two pages shown:
I created these series of illustrations for Bright Ideas Magazine in sets to download to paying customers. These Illustrations were created for a variety of different events and occasions often celebrated in our culture. I have also shown how some of these illustrations were used in combination with other layouts to create final printed and digital pieces.

Cover Designs with created logos
These cover were created for use LPi’s collection designed for the churches to use nation wide. These covers incorporate my logos specifically designed for each individual church giving them their own identity.

The Queen of Mary logo was created to capture a sense of grace, strength, and spiritual symbolism. Designed with clean vector lines and a balanced composition, the mark features a crown and heart to evoke themes of divine love, royalty, and feminine power.

This design reflects my approach to creating brand identities that are meaningful, polished, and aligned with the client’s vision all while maintaining clarity and scalability across uses.

Colored Pencil
A detailed colored pencil composition exploring texture, layering, and tonal depth. This piece reflects my attention to surface detail and balance — skills that inform my visual storytelling and brand design work.

Graphite Realism
Hand-rendered studies focused on proportion, shadow, and texture. These foundational drawing exercises strengthen my understanding of form and visual structure, which directly translates into composition and layout in my design projects.

Character Illustration for Event Invitation
A custom illustrated animal series created for a baby shower invitation. This piece highlights expressive character work, warmth, and personality-driven storytelling through hand-drawn illustration.

Illustrated Publication Assets:
I created this series of custom illustrations for Bright Ideas Magazine as themed sets available for download to paying customers. Each collection was designed around culturally celebrated events and occasions. In addition to illustrating the assets, I incorporated them into full publication layouts, demonstrating how the artwork functions within both printed and digital editorial formats.

Discover the Ocean Illustration:
This is a book cover I created for and educational series. I wanted something bright and eye catching that would draw the students into a more in-depth look at the contents inside.

NGK Spark Plug, a Division of Wells V.E.
Software: Illustrator, indesign, Photoshop

I developed a fresh design series for NGK’s ignition coil product line, focusing on high-impact visuals and modern layouts. Shown here are multiple layout concepts presented to the team, each offering a distinct creative direction. Once a design was selected, I finalized the assets and prepared them for production, ensuring consistency and brand alignment across all materials.

Wells Vehicle Electronics – GoTech Smart Diagnostic Tool Packaging
I designed the GoTech product packaging to align seamlessly with the campaign’s bold, high-tech look. The box design balances visual impact with a clear, informative layout, making the product stand out both on the shelf and in promotional materials. The concept and final design reflect the product’s innovation and reinforce the brand identity.

This curated collection represents my work purely for the love of design, driven by curiosity, storytelling, culture, and color. Each piece reflects a deeper creative intention, from education and illustration to cultural recognition and visual exploration.

Here's a closer look

Vietnamese-Style Calendar: A fusion of cultural patterns and calendar design, celebrating monthly themes through hand-rendered elements.

Poster “Golf” Layout): Bold typographic and illustrative work for promo posters, showing off how I approach layout, color, and topic exploration.

Infographics & Information Posters: Data-driven layouts that tell a story with clarity and flair—blending illustration and typography to make complex ideas accessible.

Church Announcement: Posters and invite visuals were created for community announcements, balancing aesthetic appeal with festive messaging.

Bulletin Board: With invites created for community announcements, balancing aesthetic appeal with festive messaging.

Creative Illustration Explorations: Free-form brush, digital experiments, and colored pencil designs that push my style in new and unexpected directions.