As Managing Director and Head of UX Creative Direction, I led a cross-functional team of over thirty designers, engineers, and content strategists in creating Ethos—TIAA’s first enterprise-grade design system. In just one year, Ethos evolved from a pitch deck into the foundational toolkit powering every new experience TIAA launches. By introducing a federated model and embedding emotional design principles, I helped unify brand and UX, transforming the organization’s design culture into one that is both user-centered and brand-driven.
