I shape brand identities, the systems that carry them, and the teams who bring them to life—connecting creative direction with hands-on design and business results.
Explore selected workHealthfirst · Salesforce · Mizuho · BNY Mellon · Corbis
01 / Selected work
Identity systems, brand expression, and the experiences they enable.
Enterprise design language · Typography · Production systems
Brand identity · Design systems
Brand architecture · Identity · System guidelines
Website redesign · UX/UI · Creative direction
UX strategy · Responsive design
UX/UI design
Healthfirst / Brand systems & culture
Identity, frameworks,
and creative exploration.
Identity design
A shared system for six distinct communities.
Employee experience · Identity system
A clear framework for the employee experience.
Concept exploration
Making Healthfirst’s culture drivers visible and memorable
More work
Across disciplines.
Always exploring.
The work behind the work
Brand leadership through
systems, partnerships, and people.
At BNY Mellon, I built an enterprise brand governance platform with Monigle, delivering $4.2M in cost savings and growing the audience to 25,000 users. With frog design, I developed a digital design language for BNYMellon.com.
At Mizuho, I coordinated guidelines and visual standards with Tokyo, EMEA, and LATAM teams, overhauled six global websites, and directed headquarters environmental design with specialist partners across 500+ digital displays and LED canvases.
My practice combines setting direction, mentoring designers, and making the work. At Salesforce, I led distributed art directors, UX specialists, and motion designers. At Healthfirst, I lead a team of six across brand, digital, print, and employee experiences.
02 / Current practice
At Healthfirst, I connect creative direction with an enterprise design language and the tools to apply it. Sprout establishes shared principles across print and digital; Core Styles turns typography, spacing, and hierarchy into a repeatable production method.
I lead a six-person team delivering more than 650 projects each year. Core Styles supports consistent decisions across content-heavy and multilingual materials, reducing turnaround by 20% during go-to-market.
Our work reaches across brand campaigns and community engagement, Medicare acquisition and broker marketing, member communications, and enterprise initiatives—from advertising and benefits materials to websites, signage, and employee experiences.
Explore Core Styles
03 / About Joe
For more than two decades, I’ve helped organizations turn complex challenges into clear, useful, and compelling experiences.
My work spans healthcare, technology, financial services, and media and entertainment. I set design direction, build the standards that make it scalable, and develop teams that can carry it forward. I stay close to the craft across brand identity, print and editorial design, photography and art direction, information architecture, and digital experiences—from wireframes to high-fidelity prototypes.
Explore my journey04 / Impact across a career
Additional revenue from the Corbis contributor platform redesign, alongside a 25% increase in submissions.
Cost savings from BNY Mellon’s enterprise brand governance platform, developed with Monigle.
Website overhauls at Mizuho, alongside headquarters environmental design across 500+ digital displays and LED canvases.
2023 Silver Telly Award · Healthfirst
2020 GD:USA Branding + Identity · Mizuho