Hi, I'm Liz — a Brand & Experience Designer who thinks in systems, not one-offs.
I'm a senior designer with over 10 years building and stewarding brand systems in-house — the kind of work that has to survive contact with real timelines, real approval chains, and real people using it after I've moved on. I care about the grid, the crop, the type hierarchy — but I care just as much about whether the system I hand off actually holds up when someone else picks it up.
How I Think About Craft
Good brand work isn't a single beautiful artifact — it's a point of view, held consistently, across hundreds of decisions other people will eventually make without me in the room. My job is to make that point of view legible enough that it scales: in a design system, a set of guidelines, a piece of critique.
That's meant building illustration systems from scratch, running brand refreshes end to end, and increasingly, figuring out where AI tools genuinely earn a place in that process — and where they don't.
How I Work
I've spent a lot of my career as the person other designers bring work to before it goes out the door — mentoring, giving specific and defendable feedback, and helping teams hit a bar consistently, not just when I'm the one holding the pen.
I’m most effective when I’m embedded within a team and collaborating closely with writers, marketers, product partners, and stakeholders. I value early alignment, clear creative direction, and thoughtful iteration over last-minute polish.
In practice, that usually looks like:
Translating business and audience needs into clear creative direction
Designing systems that hold up across formats, teams, and timelines
Exploring multiple visual routes before narrowing with intent
Welcoming feedback as part of the process, not a disruption to it
I've built illustration systems from scratch and increasingly use AI tools like Midjourney in early concepting — but I'm particular about where that speeds things up versus where it flattens the thing that made the idea good in the first place.
If you’re looking for a designer who blends strong craft with practical thinking, who values clarity and kindness, and who understands how to create work that scales — I’d love to connect!