process/personal
The thinking behind the work—design process visuals, strategic frameworks, and projects that push boundaries but don’t fit neatly into a single category.
AI Image Prompting / Midjourney
I frequently use Generative AI imagery to quickly generate fpo imagery, especially when working on a series of visuals that must maintain similar constructs.
Two examples here of sun flare road visuals and a range of alternative Mac & Cheese recipes.
Full Scale Prototype Buildout / Fiskars
For workshop and research purposes, much of my work ends up prototyped at full scale to validate with shoppers, evaluate human factors, and ensure retail viability. This buildout for live research compared Brand, Task, and a hybrid Lifestyle segmentation.
MURAL / Visual Project Whiteboard Mapping
As a visual thinker, I have come to rely on digital whiteboards like Mural or Miro to aggregate relevant project directives and stimulus into one location, and then track iterative progress through to final deliverables.
Style Boards: Look / Tone / Feel / Color / Type
Conceptual direction layout showing progression from rough configuration sketch to the finished meal-planning solution bar
Crude mockups to evaluate the human factors of alternate configurations for merchandising chainsaws
Creative Territory Brainstorming
Published Book Designs including a collection of authentic Italian recipes for Five Brothers Pasta Sauces, and two non-fiction memoirs of the Vietnam and World War II experience.
Goodell Family Adirondack Adventures!
5 Structural Design Patents from Unilever and Husqvarna.
On the lake with Teddy
My Covid summer project! My custom shed design/build from the ground up, including adirondack chairs and slide open cabana bar!
Shopper Experience Mapping comparing adjacencies, core principles and shopper perceptions