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Vision & Concept Work

What if we designed for what comes next?

A question about bringing design thinking to a new headquarters took me from the midwest to the east coast and lit something I haven't stopped chasing since. I've spent years working at the intersection of provocation and strategy: translating messy future possibilities into clear, compelling visions that give organizations the confidence to act.

These aren't polished case studies. They're a body of thinking: concepts, futures, and frameworks across brands, channels, and categories that show how vision work shapes roadmaps, moves budgets, and shifts direction.

40+
Brand Experiences Across Digital, Physical & Packaging
5
Business Divisions Partnered
C-suite
Audience for Key Vision Presentations
How I Frame Vision Work

Two questions that unlock everything else.

What If — Future Provocation
Disruption-first thinking that exposes opportunity

"What if [disruptive trigger or shift] happens, resulting in [impact on human behavior or system], forcing us to [design opportunity]?"

Disruptive Trigger
The shift in technology, behavior, culture, or market that changes the rules
Human Impact
How that shift changes what people need, expect, or do
Design Opportunity
The space where a designed response can create real value
How Might We — Design Question
Action-oriented framing that aligns teams around what to build

"How might we [intended action] for [primary user] so that [desired outcome]?"

Intended Action
The specific design move, what you're doing for the person
Primary User
Who this is actually for, named and specific, not "the user"
Desired Outcome
The human or business result that justifies the work
The Work

Six visions. Six different questions.

Newell Brands eCommerce Vision What If
Newell Brands · eCommerce

What if digital commerce becomes the preferred purchasing channel, resulting in consumers expecting anytime, anywhere shopping experiences, forcing us to reimagine how our brands engage, convert, and serve customers online?

Influence: Vision presented by the CEO to the Board of Directors to demonstrate the company's commitment to eCommerce growth.

Yankee Candle eCommerce Try Experience How Might We
Yankee Candle · eCommerce Try Experience

How might consumers get a fragrance discovery experience that's easier and more compelling, so they feel confident purchasing from YankeeCandle.com without smelling it first?

Influence: Reframed the eCommerce conversion barrier as a sensory design challenge by introducing a personalized scent matching quiz and new "candle flight" product offering. This informed the digital experience and content strategy across the fragrance portfolio.

Newell Brands Internet of Things Vision What If
Newell Brands · Internet of Things

What if the Internet of Things transforms consumer products into connected platforms, resulting in new purchase behaviors driven by convenience, personalization, and data, forcing us to reimagine how our brands create value beyond the physical product?

Influence: Shaped multi-brand digital product roadmap conversations by repositioning hardware as a platform, not just a product.

Sunbeam Wellness & Connected Living How Might We
Sunbeam · Wellness & Connected Living

How might we transform a heated throw from a simple blanket into a personalized wellness companion that helps Millennials and Gen Z unwind, recharge, and feel their best?

Influence: Repositioned a commodity product category through a wellness lens, influencing brand positioning and connected product feature strategy for a new generation of buyers.

Crock-Pot+ Household & Cooking Vision How Might We
Crock-Pot+ · Household & Cooking

How might we help busy households put a home-cooked meal on the table more easily, despite varying tastes, preferences, and dietary needs across the family?

Influence: Bridged product innovation and brand strategy for a new Crock-Pot portfolio, creating an "Art of the Possible" campaign that transformed feature concepts into compelling consumer stories and go-to-market assets.

Parker Pens eCommerce & Premium Brand How Might We
Parker Pens · eCommerce & Premium Brand

How might we create a seamless and inspiring eCommerce experience for fine writing brands like Parker that reflects the premium brand experience online and attracts a new generation of consumers?

Influence: Translated a heritage brand's in-store premium experience into a digital vision, connecting brand equity to conversion strategy for a category at risk of becoming invisible online.

The through line

Near term and future state. In-store and online. Packaging to environmental graphics and everything in between. The job is always the same: uncover unmet needs, go after the highest impact opportunity and drive results