As Senior Art Director and UX Designer for the Craftsman brand, I led a full website refresh and drove several digital initiatives across platforms. My work included the design and UX direction for Craftsman Industrial’s app, seasonal homepage takeovers, and targeted ad campaigns. Beyond digital, I also developed branded merch and led creative for print collateral tied to key sponsorship events—extending the brand across both physical and digital touchpoints with consistency and edge.

Website redesign • UX + app design • Digital campaign creative • Branded merch development • Event-based print design