Building Systems, Shaping Stories
Cross-platform system strategy and content that connects
At Alaska Airlines, I led the creation of the Auro Design System, shaped by the company’s renewed brand identity and built to perform across digital platforms. That foundation became critical as the airline navigated COVID, rapid growth, and key integrations. It gave teams a shared language to move fast while staying grounded in the brand.
I’ve worked hands-on and led teams across both systems and content design. I’ve written UI copy, shaped naming conventions, and partnered with brand to craft headlines and campaigns that feel timely, human, and culturally relevant. I’ve restructured transactional flows to bring empathy and clarity to moments where timing and tone matter most.
At Disney, I lead teams responsible for building tools and systems used by on-set crews, legal and marketing teams, and studio executives. We also support experiences for fans and audiences, where cohesion and functionality have to hold up at scale. Balancing those needs means building systems that are not only efficient, but speak with a clear and trusted voice.
01 Alaska Airlines Design System
The Opportunity
Alaska Airlines was gaining national momentum following its acquisition of Virgin America and a refreshed brand identity. While the marketing team had carved out a strong, modern presence, the digital experience was inconsistent, fragmented, and disconnected from the evolving brand. Design efforts were siloed, and the absence of a cohesive system made scaling difficult. With expansion on the horizon and major product updates underway, the company needed a centralized source of truth to align all digital touchpoints.
The extended digital color palette was a critical first step in bringing cohesion to our ecosystem. Inspired by high-impact brand moments like billboards, social posts, TV spots, and flight attendant uniforms, it infused personality and consistency into our website, apps, kiosks, and airport screens. This foundational move built trust with brand and marketing, secured executive buy-in, and set the stage for a scalable design system that carried our tone and identity across every screen.
Process / Governance Model
Process / Component Audit
Components / Input Fields
Foundations / Type Ramp
Component Overview
Foundations / Accent Colors + New Flows
Foundations / Spacing
Documentation / Buttion Motion
Patterns / Merch Modal
My Role
As part of a small tiger team, I helped lead the creation of Auro, Alaska’s first unified design system. I served as both systems architect and cross-functional connector, translating strategy into tangible frameworks while building trust and alignment across product, engineering, and marketing. In just four weeks, we laid the foundation for a system that captured Alaska’s brand personality and adapted seamlessly across platforms.
Following the initial launch, I provided principal leadership and oversight of the system as it evolved. I led the systems team in scaling Auro into newly modernized, high-priority flows including flight search, booking, kiosk check-in, and self-serve support. This work included designing with flexibility for ongoing tech stack migration and ensuring the system remained usable and efficient as the product ecosystem matured.
Key Contributions
Co-created Auro’s foundational token structure, component library, and usage guidelines
Helped define the system’s design philosophy to reflect Alaska’s brand voice and warmth
Led alignment efforts across design, engineering, and marketing to drive early adoption
Supported engineering in establishing governance, documentation, and QA integration
Defined onboarding and support structures to maintain system quality and growth
Provided principal leadership of the system post-launch, guiding the team in evolving components across key flows like booking, kiosk, and self-serve
Ensured adaptability during a tech stack migration while maintaining design consistency and velocity
Impact
Created a cohesive design language that improved consistency and cross-team efficiency
Enabled rapid, brand-aligned responses to COVID and shifting travel behaviors
Supported oneworld alliance integration with scalable, system-driven UI changes
Set the groundwork for future expansion and internal tooling through reusable design logic
Accelerated modernization of booking and self-service flows through reusable components
Reduced reliance on custom design work during tech stack migration
Increased internal trust and adoption by aligning system with both brand and product strategy
Homepage Before
Homepage After
Flight Search Before
Flight Search After
Kiosk Before
Kiosk After
02 Content That Guides, Inspires, and Resonates
Overview
Content design has been a throughline in my product work, shaping not just what we say, but how users feel and what they do next. It's helped me evolve from a creative consultant to a trusted strategic partner across product, marketing, and brand. I use content to drive clarity, build trust, unlock adoption, and strengthen brand affinity. At Alaska Airlines, I developed a 3-tier tone framework to align our voice with guest needs, from transactional flows to brand storytelling, creating more confident and consistent user experiences across the journey.
03 Disney Studios Design System
The Opportunity
Alaska Airlines was gaining national momentum following its acquisition of Virgin America and a refreshed brand identity. While the marketing team had carved out a strong, modern presence, the digital experience was inconsistent, fragmented, and disconnected from the evolving brand. Design efforts were siloed, and the absence of a cohesive system made scaling difficult. With expansion on the horizon and major product updates underway, the company needed a centralized source of truth to align all digital touchpoints.
04 Building Engaged + High Preforming Teams
The Opportunity
Alaska Airlines was gaining national momentum following its acquisition of Virgin America and a refreshed brand identity. While the marketing team had carved out a strong, modern presence, the digital experience was inconsistent, fragmented, and disconnected from the evolving brand. Design efforts were siloed, and the absence of a cohesive system made scaling difficult. With expansion on the horizon and major product updates underway, the company needed a centralized source of truth to align all digital touchpoints.
MEET THE REAL REASON I GET UP (EARLY)
If you've made it this far, thank you. At this point, it's only fair you meet the real creative director behind it all: Sky, my 3-year-old Chihuahua-Pekingese mix and full-time boss.
