I make complicated products easy to buy.
For fifteen years I’ve stood between the engineers who know everything and the buyers who have ten minutes. I sort the specs, find the story and build whatever carries it: the website, the catalogue, the box, the booth.
SKU 4471-B PVC
12mm 600×900
anti-slip R10
col: char/gry
MOQ 40 / palletSpecsBuyer meeting Fri. Need the range to make sense in 10 min.
BriefThe short version, in my own voice.
Complicated in. Clear out.
years turning technical into something people get
years at Unimat, from the design desk to running marketing
websites shipped. Yes, I coded a lot of them myself.
colleagues trained at Best Buy Canada
Most companies see five jobs here. I see one story.
Every color on this site is one of them. Pick one.
Brand
I walked in as the designer. I left having built the marketing department.
October 2009: a flooring and mats company with about eight people and a warehouse full of products nobody had explained yet. I started making catalogues and websites right next to the sales team, which is the fastest way to learn what buyers actually ask. From 2013 I ran marketing: websites, packaging, product photography, showrooms, trade shows, and the materials our reps carried into meetings with The Home Depot and Walmart. A small team, a lot of good specialists, one story.
Three clients. Three very different headaches.
A steel company with no face. Now it has one.
They had been operating for years without a logo. Two months and a lot of meetings with the owner, partners and investors later, they had an identity, a manual, a website, and jackets to wear it on. They still use it.
14 days · Puebla · 2011Someone else dropped the ball. I had 14 days to catch it.
The original supplier didn’t deliver. Two weeks before the expo in Puebla I hired four people, and together we got the event dressing, the promo materials and the stand there on time.
500+ products. One carpenter looking for the right one.
A year working with “the carpenter’s friend”: a new website, a digital catalogue, product photo shoots and an expo stand at the World Trade Center in Mexico City.
What the factory sends vs. what the buyer needs.
Drag the line. That’s basically my job.
Entrance mat, all-weather
- Traps dirt and water at the door
- Rubber back stays in place
- Your logo, inlaid
Translate the spec sheet
Engineers write for engineers. I rewrite it for the person signing the purchase order.
Connect the dots
Search, website, catalogue, sales deck, showroom: one story, told the same way at every stop.
Run the production
Briefs, suppliers, reviews, deadlines. I keep the creative work tied to what Sales needs this quarter.
Get my hands dirty
When a project needs a decision or a finished file by Friday, I stop directing and start making.
Newsroom. Freelance. In-house. Head office.
Journalism taught me to find the story. Freelance taught me to own the client. Unimat taught me to build the machine. Best Buy is teaching me what customers really understand, and what they don’t.
Got something complicated? Good. Let’s talk.
Step into the office. Dani will meet you at the desk with Daniel’s card or a form to leave him a message.