Designing for me is not a 9-to-5 job, but a life pursuit of walking circles around convention, advocating great design in rigid industries, captivating audiences, empathizing with users, and diving into uncharted territories. At age 20, I got my start designing skateboard campaigns in Transworld, SURFING, Concrete Wave, and Eastern Surf magazines. Fast-forward 10 years later, and I’ve designed for web apps and enterprise mobility, organized user studies at Fortune 500 companies, created machine learning solutions, and collaborated with some of the west coast’s most notable street artists. And that’s probably why I fell in love with design – you can jump between realities and still find a way to leave a mark.
The name BECADE formed when I was trying to describe my love for Northern California – its driven spirit, natural beauty, and progressive culture. I think of letters as just shapes that can be designed and merged to give context new meanings – just ask Edgar Allen Poe. Derived from Latin, the word is defined as a “beautiful cadence”, pronounced bee-cade.
My design philosophy goes beyond pixel-pushing or flow charts because I believe design is an integral part of everyday life. I always consider factors that will extend the life of whatever I design: audience interaction, user conditions, emotional triggers, learning curves, and adoption trends. Whether it’s leaving moon chart flyers in the lobbies of co-working spaces or designing an event poster for a meet-and-greet session with graffiti artists, I see design as an ongoing experiment for everyone to enjoy.