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That was the problem I ran into when redesigning the website for MyGreen Lamp. I'd heard of red light therapy. I'd heard of blue light therapy. But green light therapy? Not a clue. So naturally, I opened the existing website as a first-time customer. The science was there. The research was there. The statistics were there. Everything I should have needed to trust the product was technically right in front of me. And yet…I still didn't understand what it was, why I needed it,

When a good colleague, Mariah Riney Caldwell, MBA, MS, recently tagged me in a playful “what I would do” campaign concept for H&R Block, it immediately sparked something familiar. I’ve always been drawn to the creative challenge of taking industries that are often seen as complex, dry, or “unsexy” and reimagining them in a way that feels human, engaging, and culturally relevant. Because the truth is, it’s not that these industries lack potential, it’s that they’re often commu

A case study in restraint: when clarity mattered more than a redesign.