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Web Designer

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Listening Leads to Better Design — and Better Results.

I create thoughtful, streamlined design solutions that help individuals and businesses reach their goals with ease. Whether it's a website, brand identity, app, or ad campaign, I believe in removing the noise so the message lands.

Cluttered design turns users away. Clarity, simplicity, and purpose keep them engaged.

Your brand should inform, inspire, and convert — with the right balance of visuals, messaging, and intent. It’s not about being flashy — it’s about being clear, smart, and effective.

Let’s make it simple — and make it work.

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    Case Studies

    WEBSITE DESIGN

    Certiport Global Competitions

    Certiport, an international educational program, hosts an annual competition for students from around the world. I was brought in to design and build three dynamic websites to support their evolving competition each year.

    The goal was to create flexible, easy-to-update sites that their internal team could maintain long-term. I selected a WordPress platform paired with a professional theme that I customized specifically for their needs. Working cross-functionally, I collaborated with Certiport’s back-end developers to integrate live data and coordinated with other external designers to bring together content, branding, and assets — all within tight timelines.

    The result? A clean, user-friendly set of sites that have stood the test of time and are still in use today. Mission accomplished.

    Client: Certiport
    Scope: 3 competition websites (multi-year)
    Platform: WordPress + custom theme
    Collaboration: Internal developers + external designers
    Highlight: Still in use after several competition cycles

    Perfect — here’s a mini case study for your Web Design work with Certiport, written in a modular format for use on a portfolio landing page or as a visual story with screenshots:

    Overview | Case Study

    The Challenge

    Certiport, a global leader in certification programs for students, runs an annual international competition that draws participants from around the world. Each year, they needed up-to-date websites to promote the event, share results, and support participants — but they lacked an internal system that could scale or be easily updated year after year.

    The Objective

    Create three dedicated websites (U.S. Nationals, Global Competition, and Archive) that could be reused and refreshed annually, without needing to redesign from scratch each time.

    My Role

    • Web Designer & Front-End Consultant

    • Selected, customized, and structured a WordPress-based solution using a premium theme

    • Worked cross-functionally with Certiport’s back-end development team to integrate data and media

    • Collaborated with external designers and project managers to gather copy, imagery, and schedules

    Tools & Approach

    • WordPress CMS with customized theme

    • Created flexible templates for repeated use

    • Built a modular content structure so event pages could be cloned and updated each year

    • Prioritized usability, clarity, and mobile responsiveness

    Outcome

    The sites launched successfully and met all timeline requirements. They continue to be used — and easily updated — years later, proving the value of scalable design decisions.

    “Mission accomplished — the system we created still works beautifully today.”

    WEBSITE DESIGN

    E-Commerce Design: Soundsoil Shopify Store

    Project Scope

    As part of my continued work with Soundsoil, I designed, built, and later redesigned their Shopify storefront to better support a growing line of lawn and soil care products.

    Objectives

    • Create a clean, trustworthy online shopping experience

    • Optimize product organization, visuals, and conversion paths

    • Support ongoing growth with seasonal updates and Google Ads strategy

    My Role

    • Shopify Store Setup & Theme Customization

    • Visual Design: Homepage, product pages, navigation, mobile UX

    • Product Photography: Captured and edited images for listings

    • Google Ads Management: Created campaigns, ad groups, and keyword targeting to drive traffic and measure performance

    • Ongoing Maintenance: Seasonal content, promotional graphics, and product updates

    Tools & Platforms

    • Shopify

    • Google Ads

    • Adobe Creative Suite (for imagery and banners)

    • Google Analytics + Shopify Insights

    Outcome

    The redesigned store led to improved clarity, brand consistency, and increased conversion rates. The product visuals and targeted ads continue to drive steady traffic and sales, while the system is built for easy management and scaling.

    Soundsoil Brand & Product Identity

    Overview

    Client: Soundsoil
    Industry: Lawn & Soil Care
    Scope: Brand Identity, Logo Design, Packaging, E-commerce Visuals

    The Challenge

    Create a recognizable, clean, and trustworthy brand for a new line of eco-conscious lawn and soil products — something that felt organic, modern, and easy to remember.

    My Approach

    • Developed the brand name, visual direction, and logo system

    • Designed packaging and product labeling across multiple SKUs

    • Built a consistent visual language to stand out on shelves and online

    "We wanted it to feel natural and unforced — just like the product itself."

    E-Commerce & Expansion

    • Supported launch on Shopify, creating product visuals and layout guidance

    • Designed assets optimized for online shopping and repeat product lines

    • Brand continues to grow nationwide through digital and retail channels

    Outcome

    The brand system allowed Soundsoil to scale from a single idea into a nationwide product, with a strong presence on digital platforms and in-store.

    MOBILE DESIGN

    App Design Concept: City Library

    Even though the City Library had already engaged a different designer, I saw an opportunity to present a fresh perspective — so I pitched them an original mobile app concept tailored to the library’s community-focused mission.

    I designed the app from the ground up in Adobe XD, then later recreated it in Figma as part of my evolving design process. The project was a valuable hands-on experience in designing for public services, including navigation, accessibility, and account-based features like holds, renewals, and events.

    I also developed a clickable prototype to support usability testing and feedback collection, helping me refine the flow and user interface even further.

    Although it wasn’t an official commission, the project became a great learning experience in proactive pitching, mobile UX, and iterative prototyping.

    Project: City Library App (Concept Pitch)
    Tools: Adobe XD → Figma
    Focus Areas: Account features, search, event listings, intuitive UX
    Prototype: Created for usability testing
    Outcome: Personal initiative that strengthened mobile design skills and real-world pitching

    Great! Let’s turn the City Library App Design into a more formal mini case study for your portfolio or landing page. Here’s a structure and refined content you can plug in alongside visuals like wireframes, UI screens, or prototype links:

    Overview | Case Study | Concept Project

    While the City Library had already hired a designer for their mobile app, I saw an opportunity to propose an alternative concept — one that emphasized accessibility, clarity, and everyday usability for real library patrons. I developed this as a proactive design pitch to showcase how the app experience could better support the library's community services.

    Tools & Methods

    • Adobe XD (initial design)

    • Figma (fully rebuilt for design flexibility)

    • Prototype created for usability testing and demo purposes

    • Focus on mobile-first design, intuitive navigation, and clean visual hierarchy

    Design Goals

    • Make it easy for users to search the catalog, place holds, and renew books

    • Highlight upcoming events, reading programs, and account features

    • Ensure the experience is accessible to all ages and reading levels

    • Keep the UI modern but friendly — reflecting the spirit of a welcoming public space

    Process Highlights

    • Started with sketching core flows: Search, Borrow, Events, Account

    • Designed and prototyped in Adobe XD, then migrated to Figma for component-based structure

    • Created clickable prototype for informal usability testing and feedback

    • Incorporated accessibility best practices (contrast, tap targets, readable fonts)

    Outcome

    Although this wasn’t a commissioned project, it was a powerful learning experience in:

    • Pitching original concepts

    • Designing for civic and public needs

    • Creating testable, user-centered mobile solutions

    The project continues to serve as a proof of concept for my ability to deliver thoughtful, well-executed app design — even when starting from scratch.

    Hello, I'm Paul

    With over 20 years of design experience — including 8+ years at the Principal level — I bring a well-rounded, hands-on approach to solving creative challenges across digital and visual platforms. From UX strategy and UI systems to branding, web design, and illustration, I’ve led design projects for national brands, nonprofits, and emerging startups alike.

    My background spans app design, websites, dashboards, brand identity systems, packaging, and marketing assets — often collaborating across functions with developers, marketers, and other creatives to bring projects from concept to execution.

    I approach each project with clarity, curiosity, and a strong sense of visual storytelling. Whether working independently or with a team, I’m able to move between strategy and execution, delivering thoughtful design solutions that work — and last.

    If you’re looking for a seasoned creative who can confidently guide or support your next design initiative, I’d be glad to connect.

    Core Capabilities

    • Digital Design: UI/UX, Mobile Apps, Websites, Dashboards

    • Brand & Visual: Art Direction, Logo Design, Identity Systems

    • Creative Production: Illustration, Layout, Presentation, Print

    • Tools & Platforms: Figma, Adobe Creative Suite, Whiteboarding, WordPress

    • Additional: Design Consulting, Photography, Motion Graphics, Video Editing

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