"Your packaging might be invisible. Not bad. Not ugly. Just... forgettable."
It's one of the more uncomfortable conversations to have with a client — when the work looks fine but strategically misses the mark. When it fits the category so well it disappears into it.
The shelf is a crowded place. Every category has a look, and most brands follow it. That's exactly the problem.
When I look at how well a package stands out, I focus on four things: color, shape, typography, and positioning. Not as design choices — as competitive advantages. The question isn't whether each element looks good. It's whether the combination is unmistakably theirs.
If you're working on a packaging project and want a second opinion on where it lands competitively — reach out.
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A logo design that got shifted to the reject bin, but I think it's a pretty cool monogram. It was fun working out the interplay between the two letters.
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I'm working on a new branding project, where the emphasis is on grace under pressure.
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Loving how easy it is to create motion graphics with Jitter.
Hello Contra Fam!
I'm thrilled to share my first attempt at Procreate Dreams with you all! I've just completed a logo animation for my personal brand, Amoah Design, and it's been an exciting departure from my usual workflow in Adobe After Effects.
This project was all about exploring the art of frame-by-frame animation, and I'm really pleased with how it turned out.
I'm curious to hear from those of you who have experience with Procreate Dreams. What are your impressions of the software? I'd love to get your insights!
I was lucky to have Jay Sackett of Jay Sackett & Associates reach out to me about refreshing gotūtile, his Chicago-area stone and tile site. His site was built on Weebly and hosted with Network Solutions, and it was showing its age, so we moved it to a modern setup and gave it a fresh look.
Before: Weebly site builder on Network Solutions shared hosting.
After: a lightweight custom site (HTML, CSS and a little JavaScript) hosted on Cloudflare Pages, with Cloudflare DNS and automatic SSL.
Along the way I pulled all 17 pages and 800+ product images over from Weebly and gave the site a clean, showroom-style design. It now has easy dropdown navigation, swatch galleries you can click to enlarge, and works well on phones.
If you’re in the Chicago area and looking for limestone, marble, slate, mosaics or tile, check out Jay’s work at gotutile.com (http://gotutile.com). He’s been helping people find the right stone for over 30 years.
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During my time at Spotify (2020–2024), I built custom Backstage plugins across several engineering teams within Core Infra. My contributions include:
- Reliability: Built a Service Level Platform to enable teams to define SLIs/SLOs, visualize time-series metrics against SLO targets using RechartsJS, and access executive-level summary stats across all services.
- Observability: Designed and built the Heroic Migration UI, a tool created to track a company-wide metrics migration effort from our in-house time-series database (HeroicDB) to our Prometheus-based databases.
- Storage: Supported a high-priority (P0) initiative by building the GCS Retention Backstage plugin. Partnered with backend storage engineers to design UI workflows that simplified Google Cloud Storage bucket labeling and tracked compliance across the company.
- Fleetshift: Provided frontend consulting (architectural design, mob programming, implementation, and handoff) to build the UI for Fleetshift, an internal tool used for large-scale automated code changes.
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During my five years at Wayfair (2015–2020), I spent my first two years building internal tools within Warehouse Management Systems. As the demands of our data workflows evolved, my work naturally led me to transition our legacy, cron-based pipelines into event-driven architecture. To overcome key limitations in the upstream open-source code, I researched, modified, and provisioned Wayfair’s earliest Kafka Connect clusters. To scale this impact, I founded a new Infrastructure team dedicated to supporting event-driven systems company-wide, serving as an internal consultant to help engineering teams migrate from database polling to real-time stream processing.
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My first full-time position out of college was at Cambridge Systematics, a transportation consulting company in Boston, from 2013 to 2015. While I was there, I supported development of NYC MTA’s Bus Time app, a real-time bus tracking app on web and mobile. It was a splendid way to kick off my software engineering career, gaining exposure to mapping libraries like LeafletJS and Mapbox.
You can check out the app here: https://bustime.mta.info/ and the open source repo here: https://github.com/camsys/onebusaway-nyc
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