The Story So Far
20+ years designing products people trust, from Tokyo boutiques to global platforms.
TL;DR
Most founders hire the wrong type of designer for 0→1 work. They bring on someone great at systems and scale, but drowning in early-stage chaos. I'm a Type 2 designer who thrives in that chaos. I've been doing it for 20+ years, from Tokyo agencies to startups to Big Tech and back.
The Foundation: From Tokyo Agencies to Big Tech
I got my start in Japan, helping build an interactive agency from a handful of people into a full-service shop pitching Fortune 500 clients. We were experimenting with some of the very first mobile experiences, on green tinted screens the size of a couple postage stamps, long before smartphones reshaped the landscape. It was fast, messy, and taught me how to figure things out as you go.
That became the pattern.
Back in the States, I joined Microsoft to build global design systems before they were really a thing. At Google, I was one of the first designers in the Seattle area, leading redesigns of AdWords and analytics platforms before helping shape Android during the initial work on Material Design. At Amazon, I was on the team sketching the first Kindle Fire concepts, imagining how touch would change the way people read and play.
The Specialization: Complex Consumer Products
Cameras became a recurring theme. At Contour, I led design for one of the first action camera platforms, unifying the product experience across hardware, software, and brand. At GoPro, I owned the UX for a new form factor in the lineup. At Moment, I built the software and app side of the business from scratch, owning everything from interaction design to visual identity, including plenty of startup scrappiness like financial forecasting and getting someone on the phone at Apple when they rejected us.
That focus on the intersection of hardware, software, and AI has continued. At Microsoft Research, I designed early conversational interfaces. My latest Big Tech stint was at Frame.io (Adobe), where I helped design the future of creative collaboration before remembering what type of designer I am and diving back into Hold Fast Studio.
What Type of Designer Am I?
Type 2.
There are two types of designers. Type 1 designers thrive in established systems. They scale, optimize, and build organizational process. They're essential at mature companies. Type 2 designers thrive in 0→1 chaos. They move fast, define direction from scratch, and don't need perfect requirements to ship.
I spent years trying to be Type 1. I'm not. I think like a Head of Design and product manager, but execute like a super senior IC. I can take a product from napkin sketch to shipped in weeks, not quarters. That's what I'm built for. I wrote a bit about it here.
The Practice: Hold Fast Studio
Hold Fast Studio is my way of plugging directly into fast-moving teams. I partner with founders to solve their most complex challenges, bridging the gap between high-level strategy and the hands-on execution needed to ship. That means not only designing how the product works, but also shaping the visual and brand systems that make it feel credible from the start.
Much of this work happens at the 0 → 1 stage: complex native apps, hardware/software integration, healthcare platforms, AI tools. These are projects where the path isn't clear, and my role is to provide the veteran expertise that turns a fuzzy vision into a real product.
I also act as a senior advisor to teams who have hired too junior or lack strong design leadership. I help them set the right foundation and avoid the common mistakes that slow startups down.
The Philosophy: What Guides Me
Design should be energizing. If the work feels heavy, the mission is off. I bring intuition, broad product experience, and a belief that good design makes the complex feel simple without losing its soul. For me, that applies equally to interaction, systems, and the visual expression that gives a product its personality.
When I'm not working, I'm usually on a bike, a board, or a trail, camera in hand, because the best ideas rarely show up at a desk.
