Hi, I’m Stef.

As a design leader, I’ve learned that good work can be the enemy of great work. While it’s easy to get caught up in the aesthetics (and don’t get me wrong, a keen eye helps), the real magic happens when bold ideas and thoughtful strategy collide—and when you have the courage to ask for more when others are ready to settle. Greatness isn’t comfortable, and that’s the point.

I believe brand connections should go far beyond a one-time transaction. If someone engages with your brand once, that’s good. But if they keep coming back because you’ve created something that resonates—an experience, a story, a moment that sticks—then you’ve built a real connection. That’s what drives me: understanding what makes people tick and creating work that cuts through the noise. Today, that might be a dynamic social campaign or an immersive experience. Tomorrow, it’ll be something we haven’t imagined yet. But one thing remains constant: great brands create value by building relationships, not just selling products. And let’s face it: life’s too short for boring brands.

When it comes to leadership, I see it as being a dance partner—collaborative but confident, with just enough fun to keep things interesting. It isn’t about holding hands, it’s about creating an environment where the best ideas rise to the top. My approach is simple: let people shine, trust their instincts, and give them the freedom to try something new (even if it doesn’t work out perfectly the first time). The best ideas come when people feel they have the freedom to experiment and fail. It’s in those moments that creativity breaks through. My team has coined it the “Stefanie touch,” and while I’m not entirely sure what that fully means, I take it as a nod to my ability to push people toward their best work—without them even realizing it.

At the end of the day, I’m driven by the desire to keep pushing boundaries—not in an “edgy for the sake of edgy” way, but by challenging myself and my team to rethink what’s possible. Sometimes that means taking big design risks. Other times, it’s about recognizing that simplicity can be the bravest choice of all. Whether leading a project or mentoring a new designer, I’m here to bring ideas to life with a dash of fun and a healthy dose of reality. After all, the design process is messy, but that’s where the magic happens.

In 2019, I began Cultivate to share creative tips and have conversations on relating better to each other through our connected humanity. For a selection of my work history, check out my resume. Want to work together? Let’s chat.