Hello, I’m Desi
I’m a creative leader crafting immersive brand experiences through strategic storytelling, thoughtful design, and team-driven innovation.
Recent Roles:
Freelance Creative Director - GroundWork (2025-Present)
Associate Art Director, Concept – Cricut (2021-2024)
Design Manager – Cricut (2016-2021)
Impact Highlight:
Groundwork - Brand Identity: Led the development of GroundWork Renewables’ brand identity, including color palette, typography, and photography style, set to launch in summer 2025.
Cricut - Product & Campaign Art Direction: Led creative strategy for Cricut Joy Xtra and seasonal campaigns across design, photography, video, retail, web, and social.
Cricut – Content & Team Leadership: Led a team of 4 designers + 10 freelancers, creating 3,000+ DIY templates that established the foundation of Cricut’s inspiration library and top revenue-generating subscription service. Personally contributed 900+ templates while optimizing workflows for efficiency.
Cricut - Photo Studio Strategy: Created a fast, interchangeable set system tailored to 10+ personas, boosting photography efficiency.
Cricut - Brand Transformation: Designed event installations that helped reposition Cricut from a scrapbook brand to a DIY "Make Anything" company.
Expertise:
Creative Leadership: Creative Direction, Art Direction, Brand Identity, Experience Design
Strategic Storytelling: Persona-Driven Campaigns, Visual Narratives, Photo & Set Strategy
Content & Team Management: Leading Multidisciplinary Teams, Scalable Content Creation, Workflow Optimization
Brand experience and Activation: Immersive Event Design, Trade Show Booths, Experiential Marketing
Photography and Visual Direction: Photo Art Direction, Lifestyle & Product Photography, Post-Production
Innovation and Problem-Solving: Creative Systems Development, Cross-Functional Collaboration, Agile Execution
Tools:
Adobe Creative Cloud, Figma, Miro, Airtable, Notion, Fusion 360, AI (ChatGPT, Copilot)
Awards and Recognition:
Really Good Emails (3x) – Featured campaign I art-directed
World Brand Design Society – Team contribution
Awwwards (3x), including Site of the Day (SOTD) – Team contribution
CSS Design Awards (4x) – Team contribution
Glamour Magazine – Featured for creative work