Built a complete AI-first digital brand and automated business pipeline from zero — replacing conventional agency workflows with GPT-4, generative visual tools, and automated social and video pipelines. 100% AI-generated brand identity. 10× faster than manual workflows. Zero agency dependency.

Led full platform redesign and transition from sales-led to product-led growth. Rebuilt the modular architecture, developed the feature roadmap, and built documentation infrastructure to support a scaling team.

Designed and governed the P8 Atomic Design System — a four-level hierarchy scaling across 10 platforms (iOS, Android, Apple TV, Samsung TV, PS4, and more) in 12 months. Built on R.E.S.E.M. and Contextual Archetypes principles.

Designed the Sydney Morning Herald's first native iOS app and a universal architecture scalable across all Fairfax brands including the AFR. Led workshops and mentored web designers transitioning to mobile-first. PANPA Best Mobile App, 2016.