Learning A-Z is a SaaS-based EdTech company supporting K-5 classrooms with an expansive online reading suite. I crafted high-quality assets that elevate user engagement with the goal of enhancing educational outcomes.

With a passion for simplifying complex challenges, I excel at transforming foundational problems into intuitive user experiences. My strategic approach reframes obstacles as opportunities for deeper user connection and engagement.

One standout project involved designing an innovative game to support recruitment efforts. I led the entire process, from conceptualization and documentation to creating artwork and tuning difficulty. This initiative earned the engineering team a prestigious Design Day Award.

I also designed, documented, populated, and enriched an extensive avatar system, enabling children to spend currency earned through reading. To further support positive reading habits, I introduced a badge system that challenges and rewards young readers. In partnership with UNICEF, I aided a humanitarian project aimed at supporting underserved children in conflict-affected regions. I conducted a thorough customer journey analyses, and refined product strategies with a keen focus on enhancing the student and teacher/parent experience. My contributions elevated engagement through thoughtfully designed reward systems, incentives, and immersive elements tailored for young learners.

Collaboration has been central to my success. I worked closely with other designers, artists, and engineers to ensure cohesive and flawless execution. Additionally, I mentored emerging designers, fostering a culture of constructive feedback and synchronized workflows, all while nurturing an inspiring and impactful work environment.

Choon's Design is home to the internationally successful Rainbow Loom, a rubber-band crafting tool that won Toy of the Year in 2014. I excelled here at graphic design, shaping the brand’s visual identity to ensure its appeal across a broad demographic.

I unified the brand's presence across Facebook, YouTube, and Pinterest, sustaining a thriving online community of passionate crafters. I oversaw large-scale content development that encouraged sharing and engagement, turning users into brand ambassadors.

I played a key role in the design and rollout of four new products, and supported their successful launches in mass market U.S. retailers and in over 70 international markets. My contributions earned the company multiple industry award nominations.

I touched every aspect of a product launch, from product design itself, to logo design, prototyping, and the creation of marketing materials and packaging. I staged and lit products dynamically, and photographed them for use in packaging and marketing materials. I used Adobe Creative Suite to prepare photos for use and trained junior team members to contribute effectively to our workflow.

I created and prepared images for the manufacture of printing plates, to be used on a variety of paper products. By executing precise color separations and trapping, I transformed artwork into separate print-ready layers for each required ink, including CMYK and spot colors. I recreated and refined artwork in vector format from JPEG source files to ensure scalability, clarity, and print-ready output.

On the creative side, I experimented across visual styles to develop a diverse library of patterns to cater to clients with varying needs. My designs were sold to grocery chains across the country.

I supervised print runs, verifying that Pantone spot colors matched specifications exactly, ensuring consistency and visual accuracy.

I helped develop a flash-delivered social literary game for children ages 7-10. I owned the user interface design strategy, the creatiion of virtual goods, and game design & implementation.

Selections from 20 years of personal work and commissions. Illustration, digital painting, printmaking, logo design, album art, woodworking and more.