What's published. What's shipped.
The ongoing creative operation for the global IP owner of Authentic Dezawa MuseCells® in regenerative medicine — creative direction, content, and the voice of the brand, shaped across every surface it ships; the relaunched site (live at musecellinnovations.com, a largely solo rebuild on assets co-developed in v1); scientific communications, investor and physician decks. Audience: doctors, clinical operators, and the people who fund them. Apple-tier polish in a category that has almost none.
Role: creative direction + content + voice + ongoing operator
A commerce brand positioned as a place, not a store. Fantasy, mystery, another world; the products are artifacts. Live at aelse.shop, built on Shopify.
Role: founder · brand · operator
Built solo on Squarespace for friends running a small operation worth supporting. The brand identity was already in place; the engagement was a hefty upgrade of the surface to match it, plus a rebuild of their internal learning platform. An earlier point in the solo-build capacity arc — before the tooling stack compounded into what it is now.
Role: solo upgrade · learning platform · Squarespace
Naming, identity, and web — language security. I've been involved in strategy surrounding healthcare related security projects.
Role: naming · identity · web
First hire. Co-author of the AI Whitepaper. Head of Operations + AI Platform during the build from 1 to 70 people. Built with a design team I still collaborate with on branding occasionally, with engineering handled in-house.
Role: first hire · operations · AI platform · whitepaper
Delivered during the Medal era — the period when I was active in the healthcare interoperability community as "the girl on FHIR", and Medal was the foundational unstructured-data component of what would become the largest health data exchange in the U.S.
A Health 2.0 panel from the long stretch of Medal-era work alongside the people building the data rails the next decade would run on.
