Founded as a place to explore my analog design side by creating and selling my own pieces, lu. has since grown into an all-encompassing design shop where I can work with clients across a broad spectrum of projects. Feel free to swing by here for some of my latest objects.

lu.

2020-present

Joined Visa Garage, a new team focused on identifying and incubating innovative ideas beyond Visa’s core product offerings, with the goal of developing them into a billion-dollar business.

  • Spearheaded education on the importance of design and establishing relationships with other internal design teams.

  • Defined and integrated the foundational design process for Visa Garage.

  • Developed brand strategy guidelines on how a new business initiative would come to life and align with Visa’s existing brand.

  • Led development of a new flexible design system for Visa Garage.

    Healthcare initiative:

  • Tasked with understanding, dissecting, and discovering opportunities for Visa in the healthcare payment industry, while partnering closely with product, consumer insights, engineers, and business/corporate strategy.

  • Integral part of the team in developing business concepts and seeing them through eventual development and launch.

  • Developed and deployed an internal ecosystem map to help team members and stakeholders easily understand the players, opportunities and money & data movement within the healthcare landscape.

  • Led a team of UX and visual designers to create research stimuli, prototypes, UX flows, wireframes and final designs delivered to development.

  • Led brand design for the new healthcare business, working closely with Visa’s internal brand leads.

* Due to the confidentiality of this work, images are created for illustrative purposes.

Visa Garage

2022-2024

Instrumental creative leader for Dolby Soho, an experiential pop-up in NY, showcasing the Dolby experience across 30,000sqft and 11 installations. The pop-up was open for 18 months, cycled 15 activations, and hosted over 500k consumers and 7k industry partners.

  • Co-created with some of Dolby’s biggest partners to activate the location via experiential and environmental design, bringing their IP to life in Dolby.

  • Led a team of designers simultaneously across multiple design phases for different activations, from creative pitch decks to final concepting, execution and build.

  • Served as design’s point of contact for content, production, tech, event and external creative teams.

Example activations included:

  • Netflix: Our Planet

  • Contenders: 2019 & 2020 Academy Award nominees

  • Showtime: Wu-tang documentary series

  • Amazon: FireTV & Echo Studio

  • Paramount: Rocketman

  • Disney: The Lion King, Star Wars the Rise of Skywalker

  • Universal Music Group: Music Reborn in Dolby

  • Island Records: 60th Anniversary

  • Alicia Keys: Single debut of Show Me Love

Dolby Soho

2018-2020

Core team member responsible for concepting, developing and bringing to life Dolby’s first consumer product.

  • Collaborated closely with product and marketing defining the initial product strategy.

  • Developed, proposed and aligned on the overall user experience and human interface with product management.

  • Led a team of internal and external designers through industrial design concepting, design development, ergonomic evaluation and design, CMF strategy and implementation.

  • Led packaging design and experience while overseeing manufacturing in China.

  • Directed design production and cosmetic spec development alongside engineering and manufacturing teams in China.

  • Led companion app UX design.

Dolby Dimension

2018

Led the creative strategy for Dolby’s vision of their future physical footprint. The spaces were designed to host and be utilized by all their audiences—creators, consumers, partners, and employees. This initiative aimed to supercharge creativity and unlock countless opportunities.

  • Collaborated closely with the People & Places team and creative production to build and validate the strategy.

  • Conducted and synthesized key stakeholder interviews.

  • Defined the initial creative strategy, components, features, and experiences.

  • Developed the product definition and pitches for buy-in.

Dolby Space Strategy

2020-2022

Led creative direction for Dolby’s pilot live-streamed concert in Dolby Vision and Atmos. Partnered with the Free Nationals to co-create a unique live experience, streamed live to the Dolby XP app. Oversaw the creation of the run-of-show, set design, and the interactive experience/UX design on the Dolby XP app. Worked closely with content, event productions, producers, and talent.

Live in Dolby Pilot

2021

Over the years, became a key member in bringing to life the Dolby experience through multiple activations, targeting a variety of our audiences.

Highlighted programs below.

  • Dolby Atmos Music @ NPR Tiny Desk

  • Dolby X Halo Championship Series

  • Reimagining of the future Dolby demo showroom

  • Welcome room @ Museum of Ice Cream Austin

  • Dolby demo areas @ Dolby HQ

Dolby Experiential

2018-2022

Led product, creative, and UX design for the Dolby XP app, Dolby’s newest sales and demo tool. The app was geared towards delivering the Dolby experience on consumer devices to Dolby’s partners, creators, and top tier talent during the pandemic. Dolby XP highlighted the Dolby difference through demos, A/B comparisons, educational experiences, and testimonials - all curated for the specific audience. The app has since grown to become a foundational piece in the tool kit for bringing on new creators and partners.

Dolby XP

2021

While at frog design, Dolby approached us to help them enter the communications world.  Was a lead designer on a team comprised of design, research and strategy.

Project responsibilities covered

  • initial product strategy

  • user research

  • user experience definition

  • ID concepting

  • design development and refinement

  • CMF strategy

  • cosmetic spec

Dolby Conference Phone

2014

While at Frog, I honed my design skills working on a variety of programs from conceptual thought starters to shipping products. Some programs below.

  • Lead designer for 49ers new ticket scanners at Levi Stadium. Taking part in initial user research, concept development and early stages of final production.

  • Was an integral part of a team creating nine personal audio products for Sound United’s three brands (Polk, Definitive Technology, & BOOM). Taking them from initial product strategy to concept to production launch.

  • Designed and partnered with in-house engineering to deliver over a dozen products for Cisco telecommunication solutions.

frog design

2009-2014