Manifesto

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These principles keep my work focused and consistent. With clarity, care, and long-term value in mind, they guide how I think, collaborate, and deliver.

Mindset

Every decision is grounded in purpose, audience, and intended outcome.

I question assumptions, test ideas, and approach each project with fresh perspective.

Limitations create focus. Focus leads to better, more deliberate work.

I design what’s useful, lasting, and aligned with the problem.

Process

The best outcomes come from listening, challenging ideas, and staying open to better answers.

The best work comes from shared ownership, not one-sided execution.

Structure should elevate the message, not compete with it.

Alignment and transparency are essential to delivering quality outcomes.

Delivery

Good design removes confusion. Every element has a reason to be there.

Accessibility is a standard, not an add-on. Inclusive design benefits all users.

Work should evolve with the needs of the business and the people it serves.

I ensure the work is as buildable as it is beautiful — from idea to implementation.

Building for scale

DesignTO is Canada’s largest design festival, bringing together over 100 events across Toronto each year. As the festival expanded, its digital platform was struggling to keep up with both the scale of the public experience and the operational demands of the internal team. My role was to rebuild the platform to handle growth gracefully, ensuring it supported both visitors and organizers alike.

Client

DesignTO

Services

Design System, Content Management, Event Management

The challenge

Visitors needed a seamless way to navigate a growing schedule of events, but the existing system offered limited pathways for discovery. On the backend, staff relied on manual submission processes that often slowed down programming. Routine updates required developer intervention, leaving the team without the independence needed to operate efficiently during the busiest weeks of the year.

Designing for discovery

To enhance the visitor experience, I developed a flexible design system with reusable templates and multiple ways to explore the festival. Event listings could be viewed as a map, grid, or list, each supported by filters and sorting tools. This gave attendees freedom in how they engaged with the festival, improving accessibility and discovery.

Streamlining operations

For organizers, the submission workflow was redesigned into a structured, guided form with built-in previews. The CMS was customized to reflect daily needs, with role-specific controls and real-time feedback. This shift reduced errors, increased speed, and gave the team confidence and autonomy when handling time-sensitive updates.

The results

Launched ahead of the 2020 festival, the new platform has continued to scale with DesignTO’s growth:

  • Attendance grew by 25% (from 160K to over 200K)
  • Tourist visits nearly tripled (19K in 2023 → 53K in 2025)
  • 100+ events now managed annually through a centralized editorial system

The system now plays a key role behind the scenes, giving the team the flexibility to scale and focus on delivering a richer festival experience.