With its new building opening in eight weeks—and a four-week window to take the site from concept to completion—the museum needed a complete website ready for launch and clearer pathways to exhibitions, events, education, membership, and support.
My role
I took the experience from concept to completion within that four-week turnaround—redesigning the web UI and layouts, creating responsive prototypes, event graphics, and reusable page templates, and supporting WordPress implementation.
Impact
The site launched in time for the new building, delivering a more intuitive, accessible experience that boosted event participation and improved donor and visitor engagement.
Figma
Accessibility
WordPress
Information architecture
0201 · Logo family
02 · Logo lockups & variations03 · Mark inspiration04 · Physical touchpoints05 · WordPress experience
Vault 202 Brewing · complete brand system
Building a brand from identity to experience
Challenge
A new local brewery needed an identity that could scale coherently across its taproom, customer touchpoints, promotions, and digital presence.
My role
I translated the building’s original bank-vault hardware into a key-and-wheel mark, drew the palette from its brass, stone, and mechanical details, then carried that idea through the logo family, brand guide, business cards, signage, menus, campaign assets, web concepts, and WordPress page designs.
Impact
A practical, recognizable system that can flex across print, environment, digital, and day-to-day marketing while still feeling unmistakably Vault 202.
Brand identity
Brand standards
WordPress
Art direction
0301 · Homepage redesign
02 · Blog redesign
SECURA Insurance
Making insurance pathways clearer
Challenge
Customers and agents needed clearer routes through a complex insurance ecosystem, while public and internal experiences had to feel more consistent and useful.
My role
I combined Voice of Customer insights, heuristic reviews, web analytics, and stakeholder interviews with wireframes and responsive UI to redesign the public homepage and blog, while also improving the agent portal experience.
Impact
The homepage replaced a carousel with a focused value proposition and find-an-agent call to action, while the revamped blog created a clearer, more consistent way to discover and read SECURA content.
Voice of Customer
UX/UI
Web analytics
Stakeholder Interviews
0401 · Design system & handoff
02 · Holiday shipping overlay03 · Commerce patterns in production
Miles Kimball · Silver Star Brands
Replatforming an e‑commerce ecosystem
Challenge
A multi-brand catalog business needed a cohesive responsive experience and a practical system developers could carry across hundreds of pages.
My role
I developed 300+ desktop, tablet, and mobile mockups, interactive paths, responsive form patterns, UX copy, and implementation guidance.
Impact
A reusable design foundation that aligned stakeholders and gave the development team a clear, consistent path to launch.
A community health organization needed clearer, more accessible digital pathways for people seeking care, services, providers, and practical health resources.
My role
I led UX/UI design across wireframes, responsive layouts, reusable page patterns, and infographics in Figma, applying accessibility best practices and supporting WordPress implementation.
Impact
A clearer, more cohesive experience that improved communication for people seeking care and gave the organization flexible patterns it could maintain as services evolved.
Figma
Accessibility
Responsive design
WordPress
Selected UX evidence
Small changes. Visible impact.
Not every valuable project needs a full case study. These focused experiments show how research, design judgment, and iteration translated into measurable outcomes.
01$460.8K
Visual navigation
Analytics revealed that shoppers were underusing filters. A tested visual path reduced bounce and projected $460,800 in annual revenue when scaled across eligible pages.
02+150%
Relevant recommendations
A clearer “Recommended for You” treatment improved revenue per visitor 150%, raised conversion by 70 basis points, and was recommended for full rollout.
034.8→︎7.5%
Product Q&A visibility
A small change to surface customer questions increased conversion from 4.8% to 7.5% and lifted influenced orders from 255 to 331 per week.
ExpressPay · focused UX story
Making a complicated payment process feel obvious
I redesigned a confusing payment journey using responsive flows, wireframes, form-interaction best practices, and clearer microcopy, then created and distributed a Qualtrics survey to participating insurance agents to evaluate the result.
98%satisfaction among surveyed insurance agents after the redesign
Identity systems
Marks built for the world around them.
Identity systems shaped around distinct audiences and ideas, then carried into practical, real-world applications.
01
Silver Star Brands
A corporate identity marking Miles Kimball’s evolution into a diversified brand-management company—developed with leadership, approved by the board, and extended across signage, stationery, and presentations.
02
River Run Holistic Health
A nature-rooted identity carried from strategy and logo design through color, typography, brand standards, and practical applications.
03
KASA Fierce
A confident youth soccer crest carried into shirts, outerwear, player gifts, and shared team moments.
More selected marks
Swipe to explore →︎
04
Therapeutic Pulse
Wellness therapy
05
Vault 202
Hospitality
06
D Vinyl Graphics
Graphics & fabrication
07
WI Ski Outfitters
Outdoor retail
08
SkiDaddle
Recreation
09
Yellow Wood Chiropractic
Healthcare
10
HearMaster
Hearing technology
11
BirthWise
Maternal health
12
Toxic Choppers
Custom motorcycles
13
Grand River Woodwork
Custom woodwork
Additional disciplines · selected work
Range, with intention.
A focused selection beyond product design—editorial systems, email, people-centered campaigns, direct commerce, and motion—presented as supporting proof of a broader visual practice.
Editorial & packaging
Sibkit
A bilingual family-support system spanning an activity book, parent guide, stickers, and packaging.
Email design
Email campaign series
A coordinated patient-outreach series designed to build trust, encourage seasonal scheduling, and create a clear path to appointment booking.
Branded video & lifestyle storytelling
Roving Blue · Cool Stuff
A branded feature for New North’s Cool Stuff campaign, combining on-camera storytelling, product demonstration, and Northeast Wisconsin lifestyle footage to spotlight an inventive regional company.
Motion & digital advertising
Student rental campaign
A people-centered Heid Music campaign adapted across band and orchestra audiences, combining authentic student imagery, a shared message, and motion across multiple display formats.
Editorial & print production
Catalog & direct commerce
A selected set of Exposures catalog covers and long-form editorial work shaped through styling, art direction, product storytelling, and print-production rigor.
Brand identity & print
Grand River Woodwork
Logo and brand identity developed for a custom woodwork business, shown here through a tactile business-card application designed to feel rugged and premium.
How I work
Curious in discovery. Practical in delivery.
01
Understand the real problem
Stakeholder conversations, analytics, usability testing, session replays, and competitive context.
02
Make the journey visible
Information architecture, flows, wireframes, and prototypes that get teams aligned early.
03
Design the whole system
Responsive UI, accessible content, reusable components, and clear interaction guidance.
04
Learn after launch
QA, analytics, experiments, and iteration tied back to user and business goals.
About Michael
A versatile designer who stays close to the work.
I'm a Wisconsin-based digital designer with deep UX/UI experience and roots in graphic design, art direction, and e-commerce. That range helps me lead web work while moving comfortably into brand, campaigns, print, content, CMS operations, and the small implementation details that make a launch successful.
I've worked across agency, insurance, retail, healthcare, nonprofit, and community brands—often translating complicated constraints into systems that feel straightforward to the people using and maintaining them.
My career has moved naturally between digital experiences and visual communication. Each discipline informs the other—bringing structure to brand work, craft to interfaces, and consistency across every touchpoint.
01
Coalesce Marketing & Design
UX Designer
Multidisciplinary agency design spanning print collateral, logos and identity systems, social content, digital advertising, campaigns, and accessible WordPress and UX/UI work across healthcare, arts, community, and industrial clients.
2024–Present
02
Silver Star Brands
UX/UI Designer · Design Specialist
Two decades spanning brand standards, art direction, catalogs, direct mail, email and digital campaigns, followed by responsive e-commerce systems, CMS operations, research, testing, and optimization.
2003–20202021–2024
03
SECURA Insurance
User Experience Specialist
Research and responsive design for a financial-services brand across its public website, blog, agent portal, and policyholder concepts—grounded in Voice of Customer insights and analytics.
2020–2021
04
Eastbay · Footstar
Graphic Designer · Art Director
Early-career web, catalog, campaign, and e-commerce design for national retail brands, including creative direction, production workflows, and launch support.
