I started as a designer, trained in print, packaging, branding, and campaign, and that background still shapes how I work. I see the small craft decisions, a typeface, a spacing system, the tone of a single email subject line, as part of the same system as the big strategic ones, because to the customer, they are. That's the edge I bring to customer experience work. I don't hand off "the creative" to someone else and think about strategy separately. I think about the work holistically, because I've built every layer of it myself.