Full Resume

Experience

Feb. 2023 – Present
Brand, Design & User Experience Manager
Texas Dept. of Transportation, Communications Division

Leads a team of user experience and graphic designers dedicated to addressing communication challenges through innovative visual and interactive designs. Oversees daily operations, creative production, and design activities for the Creative Services Section.

  • Planned strategy and executed TxDOT's first brand refresh in a decade.

  • Updated and launched public facing brand guidelines that received 18,000+ page view in first 12 months.

  • Created cross-functional team to ensure digital design efforts were consistent with the TxDOT's strategic objectives.

  • Developed brand refresh communication plan including leadership and roadshow presentations and organization wide communications.

  • Managed development of digital design system launch (summer 2024).

  • Lead cross-functional creative team developing visual identity for new safety campaign within 4 months.

  • Directed a team of 5 designers, handling a portfolio of 2,000+ projects annually, overseeing a budget of $40+K.

  • Manage Brand & Design requests from the Transportation Commission and TxDOT Administration.

  • Provides art direction for digital products (e.g. applications, websites, etc.) and print (e.g. reports, studies, brochures, publications, etc.) projects and campaigns.

  • Maintains brand guidelines for organization and provides brand reviews for compliance.

  • Manages cross-functional teams to create, implement and maintain digital design system.

  • Serves domain expert in organizational workgroups and committees.

Jan. 2022 – Feb. 2023
Senior UX/UI Designer
Texas Dept. of Transportation, Communications Division

Collaborated with customers and stakeholders to gather and understand business requirements and technical limitations. Conducted comprehensive user research to inform design decisions. Translated research findings into user flows, customer journey maps, wireframes, mockups, and prototypes. Oversaw the functionality, design, and user experience of digital products across multiple platforms, including Adobe Experience Manager, SharePoint, and Socrata.

  • Reduced development time by est. 10 – 30% by creating the organization's first digital design system, accelerating time-to-completion for digital products.

  • Lead user interface and user experience design for TxDOT's first public website and intranet redesign in a decade.

  • Lead client projects for custom digital products with cross-functional distributed development teams in other divisions.

  • Designed and delivered low- and high-fidelity wireframes, mockups, and documented specifications.

  • Managed 30 long-term projects annually and provided user experience consultation to organization.

  • Translated concepts into user flows, wireframes, mockups and prototypes that lead to intuitive user experiences.

  • Facilitate the client’s product vision by researching, conceiving, sketching, prototyping and user-testing experiences for digital products.

  • Design and deliver wireframes, user journeys, and mockups optimized for a wide range of devices and interfaces.

  • Identified design problems and devise elegant solutions.

  • Documented design and specifications for projects

  • Designed accessible digital design system.

  • UX design team lead in cross-functional information architecture and user research.

  • Analyzed and evaluates existing tools, standards, governance, processes or workflows and, as appropriate, recommends improvements.

Apr. 2020 – Jan. 2022
Creative Media Designer III (Team Lead)
Texas Dept. of Transportation, Communications Division

Collaborated with team members, Web and Media Production branches of Creative Services. Executed advanced graphic design tasks, including planning, illustrating, and producing a variety of graphic materials and visual systems for both internal and external communication programs and projects.

  • Graphic design team lead consulting with 25 districts and 34 divisions for digital and print high-level projects and events (e.g. Short Course).

  • Reduced project turn around time by developing visual design resources for team members.

  • Managed a monthly portfolio consisting of 30+ projects simultaneously.

  • Fostered positive, productive, and inclusive working relationships with others that support, encourage and value customer service.

  • Delivered work with quality, accuracy, and adherence to brand guidelines.

  • Collaborated with stakeholders, at all levels, to produce branded digital and print materials.

Apr. 2017 – Mar. 2020
Associate Creative Director & Brand Manager
Dell Medical School | The University of Texas at Austin

Managed freelance design staff, interns, and all design and branding projects, encompassing digital, social media, and print initiatives.

  • Supervised team of 5 contractors and intern, overseeing the delivery digital and print marketing assets for 23 departments & institutes.

  • Graphic design project lead for organizations website redesign and digital magazine site projects.

  • Managed the development of brand guidelines and templates for faculty and staff.

  • Conceptualized and lead design strategy for marketing materials for diverse audience segments.

  • Administered digital asset library over 20,000+ resources.

  • Managed $20K annual budget.

  • Planned visual strategy for the enterprise.

  • Domain expert for between UT Austin and Dell Med to ensure consistent brand.

  • Managed brand review licensing request system for staff and vendors to ensure brand alignment.

  • Oversaw daily operations including including budgeting, time sheets, etc.

Jul. 2015 – Apr. 2017
Designer & Brand Manager
Dell Medical School | The University of Texas at Austin

In the start-up environment, I assumed multiple roles, primarily as a designer. I created most brand touchpoints in the school’s early years and successfully implemented the REthink campaign identity. I designed and developed visual systems, resources, and processes as needed.

  • Scheduled and managed photography shoots.

  • Created digital and print projects.

  • Managed project budgets and production processes.

  • Established and managed the licensing request process and workflow.

Previous Positions

  • Haffelder Studios

    Haffelder Studios is creative consultancy based in Austin, Texas. I'm a one-man design shop developing brands for national agencies to mom and pop eateries all across the U.S. I wear many hats, every hat as a matter of fact, in my duties as the sole employee of my design business.

  • The University of Texas at Austin, Office of Admissions

    I lead the bi-annual redesign of undergraduate recruitment materials for UT Austin. My annual production budget was $100,000+. One highlight was a recruiting cycle campaign that attracted the most successful freshman class in history of the university!

    Designed all brand/campaign touch points

    Managed vendors (print, photography, and production)

    Forecasted and managed project budgets and production timelines

    Scheduled photo shoots

  • Texas State University, Office of University Marketing

    My promotion to this position highlighted my passion for design and drive for success. As the office's lead designer, I consulted on most projects and mentored other designers. I successfully designed the university's first mobile iOS app which was custom built from scratch.

    Conceptualized and designed marketing materials for the university including: office of admissions, alumni association, philanthropy and other internal clients

    Collaborated with cross functional team of developers, writers, editors, etc.

    Consulted for the athletic department to update visual identity

    Interpreted client's business needs and developed concepts to achieve their goal

    Wrote, posted, reviewed, and awarded project bids

    Received Texas State Rising Star Award

  • Texas State University, Office of University Marketing

    I demonstrated my value early and created digital, print, and physical products aligned with the university's visual identity. I took each project beyond the initial request to provide solutions that were imaginative and unexpected.

    Created designs that engaged audiences across print, web, and social media

    Managed multiple projects and deadlines without forfeiting quality and accuracy

    Wrote, posted, reviewed, and awarded project bids

    Worked collaboratively with cross-functional team including: writers, designers, editors, developers, etc.

    Interpreted client's business needs and developed concepts to achieve their goal

  • H-E-B Grocery Co., Planning and Design Dept.

    I created environmental graphics and managed projects with budgets ranging from $75,000 – $350,000. Just prior to my departure I took over all environmental graphic remodel projects totaling $1 million dollars annually.

    Designed creative solutions for HEB branded retail environments

    Managed large project budgets and production vendors

    Met with internal stakeholders to understand their business goals to translate them into impactful experiences

    Supervised on-site installations

  • H-E-B Grocery Co.

    As a Manager In Charge (MIC), I was responsible for the operation of my HEB store. I managed 500+ Partners daily, effectively the frontline manager for store leaders. My duties as an MIC included:

    Majority of the time spent using independent judgment to make employment related decisions, or effectively recommended such decisions, to hire, promote, transfer, discipline, suspend, discharge, reward or otherwise engage employee matters

    Ensured that all Federal & State laws, and company regulations standards for product freshness, food safety, refrigeration, and sanitation were followed.

    Ensured facility and equipment are properly maintained and in good repair

    Monitored product integrity and Partner safety

    Ensured appropriate inventory levels are maintained by monitoring product stock levels and make adjustments as deemed necessary

    Ensured Standard Operating Procedures are followed for each department

    Utilized best practices and HEB SOP's to achieve total store productivity

    Identified product loss opportunities and takes immediate action to correct them

    Communicated new initiatives

    Provided direction, guidance, or advice to ensure others complete assignments

    Owned personal development through pursuing leadership and product knowledge training

  • H-E-B Grocery Co.

    After six months with H.E.B I was promoted from my previous position as a cashier because I demonstrated a strong work ethic and unrelenting desire to make the H.E.B. the best retailer on the planet. My duties as a manger in the Check Checkout Department included:

    Lead the in successful operation of the Central Checkout Department

    Developed and trained Partners to provide consistently superior customer service

    Produced weekly department schedule

    Projected and reported sales to store leaders

    Handled customer concerns in professional effective manner

    Ensured standard operating procedures for the service department were followed

    Monitored and managed potential product loss

    Performed all duties of Checker, Customer Service Assistant, Business Center, and Bookkeeper

    Reviewed and approve financial transactions at cash register and Business Center as needed

    Wrote and administered positive and constructive Partner

    Performance Records and provide ongoing feedback

    Monitored sales and ensured appropriate staffing levels, made adjustments to ensure high level customer experience and meet budget

    Provided ongoing communication with store staff and management regarding daily events and concerns

    Recognized Partners and celebrated success

    Managed individual Partner productivity

    Coached, trained, and developed Partners

    Managed Central Checkout activity and administered department standard/guidelines in a fair and consistent manner

  • H-E-B Grocery Co.

    Provided excellent service during customer interaction

    Collects payment for customer purchases

    Demonstrates suggestive selling techniques

    Bags groceries for customers

    Monitored and managed potential product loss

    Kept accurate till

    Answered product related questions for customers

    Ensured company food safety and sanitation expectations are achieved by following SOP's

Education

Master of Fine Arts

  • Texas State University

  • Aug 2007 — May 2011 Magna Cum Laude

  • Communication Design

Bachelor of Fine Arts

  • Texas State University

  • Jan 2003 — May 2006 Cum Laude

  • Communication Design

  • 2023

    Practical Supervision | TxDOT DEV115

    Progressive Discipline | TxDOT DEV220

    2022

    UX Design 7 Implementation Planning | LinkedIN Learning

    UX Design 6 Paper Prototyping | LinkedIN Learning

    UX Design 5 Creating Scenarios and Storyboards | LinkedIN Learning

    UX Research Method Interviews | LinkedIN Learning

    UX Design 4 Ideation | LinkedIN Learning

    Learn Python 3 | Code Academy

    Accessibility Auditing Websites for Compliance | SiteImprove

    Accessibility for Leadership | SiteImprove

    Accessibility for Purchasing | SiteImprove

    Accessibility Testing in your Organization | SiteImprove

    Accessibility as a Priority in Your Organization | SiteImprove

    Accessibility with WCAG 2.1 | SiteImprove

    Figma for UX Design | LinkedIN Learning

    Accessibility Fundamentals for the Web | SiteImprove

    Learning Jira Software | LinkedIN Learning

    Data Literacy Fundamentals | DataLiteracy

    Figma Essential Training Collaboration | LinkedIN Learning

    Figma Essential Training The Basics | LinkedIN Learning

    UX Design 3 Creating Personas | LinkedIN Learning

    UX Design 2 Analyzing User Data | LinkedIN Learning

    2021

    Computing in Python 3: Data Structures edX

    Computing in Python 2: Control Structures edX

    Computing in Python 1: Fundamentals and Procedural Programming edX

    Learn Command Line Code Academy

    2020

    Tableau Essential Training LinkedIN Learning

    Programming Foundations: Databases

    Drawing Vector Graphics: Isometric Illustration LinkedIN Learning

    UX Foundations: Information Architecture LinkedIN Learning

    Microsoft Teams 101

    Microsoft OneNote 101

    Creating a Design System with Adobe XD LinkedIN Learning

    Learn Give Grown: Data Visualization and Intro to Tableau General Assembly

    2019

    Figma for UX Design LinkedIN Learning

    Persuasive UX: Creating Credibility LinkedIN Learning

    2017

    Scheduling for Creatives LinkedIN Learning

    Copyright for Creatives: Protecting Your Work LinkedIN Learning

    Making Better Decisions LinkedIN Learning

    Delegating Tasks To Your Team LinkedIN Learning

    Adobe CC Libraries LinkedIN Learning

    Adobe Draw for Illustration LinkedIN Learning

    Learning the Concepts App LinkedIN Learning

    Drawing Vector Graphics: Iconography LinkedIN Learning

    Running a Design Business: Freelancing LinkedIN Learning

    Running a Design Business: Pricing and Estimating LinkedIN Learning

    Running a Design Business: Creative Briefs LinkedIN Learning

    Running a Design Business: Starting Small LinkedIN Learning

    Finance Essentials for Small Business LinkedIN Learning

    Becoming a Thought Leader LinkedIN Learning

    Leading with Emotional Intelligence LinkedIN Learning

    Influencing Others LinkedIN Learning

    Intellectual Property Fundamentals LinkedIN Learning

    Communication Fundamentals LinkedIN Learning

    Designing an Infographic LinkedIN Learning

    2016

    After Effects CC Essential Training LinkedIN Learning

    2015

    Creating a Responsive Web Design LinkedIN Learning

    Adding Dynamic QR Codes LinkedIN Learning

    2014

    Drawing Vector Graphics: Tribal Illustration LinkedIN Learning

    Foundations of Photography: Flash LinkedIN Learning

    Drawing Vector Graphics: Linear Line Illustration LinkedIN Learning

    Stepping Up to Leadership LinkedIN Learning

    Writing Marketing Copy LinkedIN Learning

    Content Marketing Fundamentals LinkedIN Learning

    Word for Mac 2011: Essential Training LinkedIN Learning

    Up and Running with Astute Graphics for Illustrator LinkedIN Learning

    Photography and the Law: Understanding Copyright LinkedIN Learning

    Drawing Vector Graphics: Patterns LinkedIN Learning

    WordPress Plugins: SEO LinkedIN Learning

    Creating Infographics with Illustrator LinkedIN Learning

    Artist at Work: From Sketch to Finished Vector Illustration LinkedIN Learning

    Logolounge: Shapes and Symbols in Logo Design LinkedIN Learning

    Drawing Vector Graphics: Color and Detail LinkedIN Learning

    2013

    Foundations of Logo Design LinkedIN Learning

    WordPress E-commerce: Easy Digital LinkedIN Learning

    WordPress Essential Training LinkedIN Learning

    CSS: Frameworks and Graphics LinkedIN Learning

    2012

    Excel for Mac 2011 Essential Training LinkedIN Learning

    Mobile Web Design & Development Fundamentals LinkedIN Learning

    CSS Fundamentals LinkedIN Learning

    JavaScript Essential Training LinkedIN Learning

  • 2021

    Design Leadership Handbook, Aaron Walter & Eli Woolery

    Ethics: A History of Moral Thought, Robert Kreeft

    The Life and Times of Benjamin Franklin, H. W. Brands

    A promised land, Volume 1, Barack Obama

    Don't Make me Think, Revisited, Steve Krug

    Laws of UX, Jon Yablonski

    2020

    The Psychology of Graphic Design Pricing, Michael Janda

    The Psychology of Selling, Brian Tracy

    Storytelling with Data, Cole Knaflic

    Lean UX, Jeff Gothelf, Josh Seiden

    Impeach: The Case Against Donald Trump, Neal Katyal

    2019

    Design Systems Handbook, Marco Suarez, Jina Anne, Diana Mounter, Roy Stanfield, Katie Sylor-Miller

    This is Marketing, Seth Godin

    2018

    The New One Minute Manager, Ken Blanchard, Spencer Johnson

    Data for the people, Andreas Weigend

    2017

    Emotional Intelligence Resilience, Harvard Business Review

    Emotional Intelligence Mindfulness, Harvard Business Review

    Emotional Intelligence Happiness, Harvard Business Review

    Emotional Intelligence Empathy, Harvard Business Review

    Talent is Never Enough, John Maxwell

    The Creative Professional's Guide to Money: How to Think About It, How to Talk About it, How to Manage It, Ilise Benun

    Creative, Inc.: The Ultimate Guide to Running a Successful Freelance Business, Joy Deangdeelert Cho and Meg Mateo Ilasco

    Extreme Ownership: How U.S. Navy SEALs Lead and Win, Jocko Willink and Leif Babin

    The Field Guide to Human-Centered Design, IDEO.org

Awards & Publications

47 Awards & 56 Publications

2023

  1. AASHTO, Website Redesign (without consultant) | TxDot.gov

  2. AVA Digital Awards, Gold Award, Website Design | TxDot.gov

  3. AVA Digital Awards, Gold Award, Website Redesign | TxDot.gov

  4. AVA Digital Awards, Gold Award, Website Government | TxDot.gov

  5. Hermes Creative Awards, Gold Award, Website Design | TxDOT.gov

  6. Hermes Creative Awards, Gold Award, Website Redesign | TxDOT.gov

  7. Hermes Creative Awards, Gold Award, Website Government | TxDOT.gov

  8. American Business Awards, Gold Stevie Award for Transportation | TxDOT.gov

  9. American Business Awards, Gold Stevie Award for Web Design | TxDOT.gov

  10. American Business Awards, Gold Stevie Award for Navigation & Structure | TxDOT.gov

2020

  1. LogoWave, Publication

2019

  1. GDUSA, Health + Wellness Design Award Dell Med Class Demographics, Infographics Category

  2. GDUSA, Health + Wellness Design Award REthink Magazine, Publications Category

  3. GDUSA, Health + Wellness Design Award REthink Site, Online Design Category

2018

  1. GDUSA, Health + Wellness Design Award REthink Site, Online Design Category

  2. GDUSA, Health + Wellness Design Award Livestrong Cancer Institutes Strategic Plan Brochure, Brochure and Collateral Category

  3. GDUSA, Health + Wellness Design Award Dell Med School Viewbook, Brochure and Collateral Category

  4. CASE Accolades, Gold Award REthink Site, Online Magazine Category

  5. CASE Accolades, Honorable Mention Viewbook, Viewbook Design Category

  6. CASE Accolades, Honorable Mention Viewbook, Design Improvement Category

  7. CASE Accolades, Honorable Mention Admissions Brochure, Design Improvement Category

2017

  1. Logolounge Volume 10, South Fork Ranch

  2. CASE Accolades, Gold Award (Online Magazine Category) UT Austin, Dell Medical School, DellMedRethink

2016

  1. GDUSA: American Inhouse Design Award, UT Austin, Dell Medical School, Development Viewbook

  2. GDUSA: American Inhouse Design Award, UT Austin, Dell Medical School, Founders Circle Logo

  3. In-House Printing and Mailing Association Award, Bronze (Cards/Programs Category), Dell Medical School Holiday Card, Holiday Greeting Card

  4. In-House Printing and Mailing Association Award, Silver (Magazines Category), UT Austin, Dell Medical School, Viewbook

  5. CASE Gold Award, Dell Medical School Viewbook, Cover Design

  6. CASE Bronze Award, Dell Medical Admissions Package, Specialty Advertising

  7. CASE Gold Award, Dell Medical Email Newsletter, e-Newsletter

2015

  1. CASE Gold Award, UT Austin, Office of Admissions, Viewbook 2015-16

  2. CASE Bronze Award, UT Austin, Office of Admissions, College Guide Ad

  3. Logolounge Volume 9, Mad Batter

  4. Logolounge Volume 9, Electric Tattoo 1

  5. Logolounge Volume 9, Electric Tattoo 2

  6. Logolounge Volume 9, The Noble Pint

  7. Logolounge Volume 9, Coco Louvier

2014

  1. PaperSpecs Gallery, UT Austin, Office of Admissions, Coin Package

  2. University & College Designers Association, Award of Excellence, Category: Recruitment ViewbookUT Austin, Office of Admissions, Viewbook Brochure

  3. University & College Designers Association, Award of Excellence, Category: Media Strategy UT Austin, Office of Admissions, Presidents Admitted Student Package

  4. Underconsideration: For Print Only, UT Austin, Office of Admissions, Challenge Coin Package

2013

  1. Take my time: Creative Calendar Design, Emotical

  2. Take my time: Creative Calendar Design, Fuzzy Time

  3. Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, Outdoor Lighting Perspective

  4. Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, King Shake

  5. Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, Specs Wine & Spirits

  6. Design: Logo: An Exploration of Marvelous Marks, Insightful Essays, and Revealing Reviews, John Burrough's High School

  7. Emblem Ornamental logos, marks, and labels, UT Scholars 1

  8. Emblem Ornamental logos, marks, and labels, UT Scholars 2

  9. Emblem Ornamental logos, marks, and labels, Blueberry Festival 1

  10. Emblem Ornamental logos, marks, and labels, Blueberry Festival 2

  11. Emblem Ornamental logos, marks, and labels, Blueberry Festival 3

  12. Emblem Ornamental logos, marks, and labels, Diamond Bakery

2012

  1. ADWEEK: Talent Gallery, UT Austin, Office of Admissions, Profound Brochure

  2. Logolounge Volume 7, Mandy's Frozen Treats

  3. Logolounge Volume 7, Blueberry Festival 1

  4. Logolounge Volume 7, Blueberry Festival 2

  5. Paper Folding Templates for Print Design, Hexagon Brochure

  6. In Effect: Ground Breaking Finishes & Materials in Graphic Design, Sean Barnes Business Cards

  7. In Effect: Ground Breaking Finishes & Materials in Graphic Design, Cabin Book

  8. Underconsideration: For Print Only, UT Austin, Office of Admissions, Viewbook Brochure

2011

  1. Underconsideration: For Print Only, Hexagon Brochure

  2. Underconsideration: For Print Only, Graduation Announcement

  3. Logology2, Delish

  4. CASE Silver Award, Texas State Univ. iPhone App

  5. CASE Special Award, Texas State Univ. Presidential Football Invitation

  6. Logolounge Master Book 4, Quik Print

  7. Logolounge Master Book 4, Delish

  8. Logolounge Master Book 4, Drive

  9. PaperSpecs Gallery, Strutters Invitation

  10. PaperSpecs Gallery, Hexagon Brochure

  11. PaperSpecs Gallery, Texas State Univ. Presidential Football Invitation

2010

  1. Logolounge Master Book 1, Earth Tech

  2. Logolounge Master Book 1, Uncanny Paint

  3. Logolounge Master Book 2, Chaos Snowboards

  4. The Walk Activity Center: Poster Art Show, Corporate Warfare

  5. Graphic Design USA In House Design Award, Texas State Univ. Chancellor Invitation

  6. Graphic Design USA In House Design Award,

  7. Graphic Design USA In House Design Award,

  8. CASE Special Award

  9. Logolounge Volume 6, Olive Juice

  10. Logolounge Volume 6, Sin City

  11. 2010 Dallas Society of Visual Communication Student Show, Specs logo

  12. American Graphic Design Awards: Category First Place

  13. American Graphic Design Awards: Category Second Place

  14. Texas State University: Rising Star Award

  15. Calendar Graphics, Emotical

  16. Underconsideration: For Print Only, Texas State Univ. Presidential Football Invitation

  17. Type Player 2

  18. Communication Arts: Creative Exhibition, Texas State Univ. Presidential Football Invitation

2009

  1. CASE Special Award

  2. Graphic Design USA: In House Design Award

  3. Graphic Design USA: In House Design Award

  4. STEP Inside Design 100 Student

  5. Good 50x70, Corporate Warfare

  6. Logolounge Volume 5, Uncanny Paint

  7. Underconsideration: For Print Only, Strutters Invitation

2008

  1. Creative Summit

2007

  1. Logolounge Volume 4, Gotham Gardens

  2. Art Directors Club Houston: Student Show

  3. CMYK Magazine No.30, Heather McHugh Poster

  4. Creative Summit: Coveted Memorial Ralph Award

  5. Creative Summit: Certificate of Excellence