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	<title>AWR</title>
	<link>https://awhiterabbit.com</link>
	<description>AWR</description>
	<pubDate>Sat, 04 Apr 2026 02:36:08 +0000</pubDate>
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		<title>X_intro</title>
				
		<link>https://awhiterabbit.com/X_intro</link>

		<pubDate>Sat, 04 Apr 2026 01:35:05 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

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		<description>
	
	
 dessie

abstraction → synthesis → meaning → system



	
	hybrid intelligence under speed
	
︎︎︎


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		<title>X_5X</title>
				
		<link>https://awhiterabbit.com/X_5X</link>

		<pubDate>Sat, 04 Apr 2026 01:47:07 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

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		<description>FALCON 5X
 SELLING THE INVISIBLE
	
&#38;nbsp;REDUCTION AS DESIRE&#38;nbsp;
(Creative Director, Conceptual Positioning)



	
	For the Falcon 5X, I developed campaign work that moved away from conventional aviation imagery and toward a more restrained visual language.
By reducing the aircraft to silhouette, contour, and controlled absence, the work created presence without overexposure and helped position Falcon with greater precision and aesthetic confidence.
The result was a more distilled expression of the product: less descriptive, more iconic.


	






	
	
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		<title>X_DFJ7X</title>
				
		<link>https://awhiterabbit.com/X_DFJ7X</link>

		<pubDate>Sat, 04 Apr 2026 02:15:43 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

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		<description>

FALCON 7XAIRCRAFT CONFIGURATION INTERFACE

&#38;nbsp;EARNING A PLACE IN A TRUST-HEAVY, HIGH-VALUE BUYING PROCESS&#38;nbsp;(Design Director)


	
	Nobody buys a $70M aircraft through an app.
The challenge was not digitizing the sale, but testing whether an interface could play a credible early role in a decision shaped by relationships, sales teams, and long trust cycles.
We designed a configuration tool that let prospective buyers explore cabin layouts, materials, and aircraft options in a way that felt clear, serious, and aligned with the structure of the product itself.
The interface did not need to close the deal. It needed to make the aircraft easier to understand, easier to enter, and easier to discuss.

	




	
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	&#60;img width="1418" height="976" width_o="1418" height_o="976" data-src="https://freight.cargo.site/t/original/i/0397dbf54edeca3ee9a006096b5762f29a6c9a309992e67c33269ce7bac2331e/7X_APP5.png" data-mid="246857592" border="0" data-scale="91" src="https://freight.cargo.site/w/1000/i/0397dbf54edeca3ee9a006096b5762f29a6c9a309992e67c33269ce7bac2331e/7X_APP5.png" /&#62;


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		<title>X_BMW_SCI</title>
				
		<link>https://awhiterabbit.com/X_BMW_SCI</link>

		<pubDate>Sat, 04 Apr 2026 01:34:28 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

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		<description>BMW
 DECISION-LEVEL VISUAL TRANSLATION
	
&#38;nbsp;USING DESIGN TO TURN COMPLEXITY INTO CLARITY&#38;nbsp;
(Design Architecture)



	
	BMW’s ocean initiative brought together plastic recovery, material science, circular manufacturing, and long-term production change.
The challenge was not getting people to care. It was helping senior leadership see the whole thing clearly enough to back it. I turned dense research, timelines, and system relationships into visuals that made the work easier to understand and easier to act on. When needed, symbolic imagery helped hold the story together and keep it from collapsing into charts.

The result gave the initiative a clearer shape at board level and helped move it from interest to commitment.

	






	&#60;img width="1224" height="792" width_o="1224" height_o="792" data-src="https://freight.cargo.site/t/original/i/725f30ff262da58fe8d3ed84785efaaa2f0d300170030846cfbcb2510b6607af/BMW_OCEANS6.jpg" data-mid="246835410" border="0"  src="https://freight.cargo.site/w/1000/i/725f30ff262da58fe8d3ed84785efaaa2f0d300170030846cfbcb2510b6607af/BMW_OCEANS6.jpg" /&#62;
	&#60;img width="1224" height="792" width_o="1224" height_o="792" data-src="https://freight.cargo.site/t/original/i/c7d99683897c4c75004e1523b2727a8ff2d26c639d30f3c9219865ec91d37370/bmw_Deliverables-pg3.png" data-mid="246835417" border="0"  src="https://freight.cargo.site/w/1000/i/c7d99683897c4c75004e1523b2727a8ff2d26c639d30f3c9219865ec91d37370/bmw_Deliverables-pg3.png" /&#62;


	
    
   

  
    
    
  

    
    
    
    




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		<title>X_ENVX</title>
				
		<link>https://awhiterabbit.com/X_ENVX</link>

		<pubDate>Sat, 04 Apr 2026 02:05:48 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

		<guid isPermaLink="true">https://awhiterabbit.com/X_ENVX</guid>

		<description>ENOVIX
RED QUEEN HYPOTHESIS
	
&#38;nbsp;MAKING DEEP TECH LEGIBLE&#38;nbsp;
(Strategy Lead, Narrative Framework, Design )



	
	Enovix developed a next-generation silicon-anode lithium-ion battery, a meaningful engineering advance in a category that rarely communicates beyond specifications.
The challenge was not performance. It was legibility. I led the creation of a strategic narrative system that translated complex battery architecture into a clearer mental model for PR teams, media, and investors without sacrificing scientific credibility.
Using Alice in Wonderland as a narrative chassis and the Red Queen Hypothesis as a frame for ecosystem pressure, I helped turn a dense technical story into one that communicated architectural change, competitive urgency, and consequence.

	




	
	&#60;img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/a5579c027ebf0123ed4aa12c9bdb7fc7029aa3761e165cbc7d6cbf976abc4d29/ENVX_STRT2.jpg" data-mid="246835547" border="0"  src="https://freight.cargo.site/w/960/i/a5579c027ebf0123ed4aa12c9bdb7fc7029aa3761e165cbc7d6cbf976abc4d29/ENVX_STRT2.jpg" /&#62;
	


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	&#60;img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/d76a88677080a6a9157166f051d20fe27b21701e72c2571952a9440354cda8c5/Copy-of-ENOVIX_STRATEGY2.jpg" data-mid="246835551" border="0"  src="https://freight.cargo.site/w/960/i/d76a88677080a6a9157166f051d20fe27b21701e72c2571952a9440354cda8c5/Copy-of-ENOVIX_STRATEGY2.jpg" /&#62;


	
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		<title>X_AICADIUM</title>
				
		<link>https://awhiterabbit.com/X_AICADIUM</link>

		<pubDate>Sat, 04 Apr 2026 02:18:13 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

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		<description>AICADIUM/ELIZA
	
&#38;nbsp;FRAMING EARLY AI ADOPTION THROUGH TRUST, HUMOR, AND INTERACTION&#38;nbsp;
(Strategy Lead, Communications Framework, Creative Campaign, Design)



	
	In 2022, I developed strategy for two AI concepts built on different readings of early conversational systems. One, an AI Trust Advisor, drew on ELIZA alone as a reference for conversational reassurance: a way to make questions, concerns, and ethical unease part of the interface.


The second, JokeStar, explored how AI adoption might be shaped not only by capability, but by human response. JokeStar focused on humor as an entry point, drawing on the surreal interaction between ELIZA based character and Zippy the Pinhead to imagine a workplace AI that felt more social, familiar, and less intimidating. The project treated AI adoption as a behavioral design problem: something people would come to through interaction, repetition, and cultural tone as much as through utility alone.
	




	
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		<title>X_IP</title>
				
		<link>https://awhiterabbit.com/X_IP</link>

		<pubDate>Sat, 04 Apr 2026 01:33:51 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

		<guid isPermaLink="true">https://awhiterabbit.com/X_IP</guid>

		<description>

INDELIBLE PLANET

&#38;nbsp;BUILDING AN IDENTITY SYSTEM THROUGH IMAGE, MARK, AND SYMBOL&#38;nbsp;(Creative Director, Brand Architecture)


	
	For a startup agency, I developed a hand-drawn identity and visual system built around the figure of Sonora Webster and her diving horse. 
Stark imagery, a custom mark, and a set of gestural icons gave the brand its own symbolic language, translating process and point of view into a more authored visual world.
The result felt less like conventional startup branding and more like a system with its own internal gravity.

	





	
	&#60;img width="1224" height="274" width_o="1224" height_o="274" data-src="https://freight.cargo.site/t/original/i/ccca732caaa8def6bc7f24b8c1328c932f961fb37db0fee5acf3b47349a28074/IP_logo.png" data-mid="246835404" border="0"  src="https://freight.cargo.site/w/1000/i/ccca732caaa8def6bc7f24b8c1328c932f961fb37db0fee5acf3b47349a28074/IP_logo.png" /&#62;&#60;img width="1224" height="792" width_o="1224" height_o="792" data-src="https://freight.cargo.site/t/original/i/b7bad288da9b2573b8f602daddf3d4f90ed77d16da5b12e421e29bd2253d124c/REV_SLIDES_17.jpg" data-mid="246835403" border="0"  src="https://freight.cargo.site/w/1000/i/b7bad288da9b2573b8f602daddf3d4f90ed77d16da5b12e421e29bd2253d124c/REV_SLIDES_17.jpg" /&#62;



	

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	&#60;img width="1337" height="862" width_o="1337" height_o="862" data-src="https://freight.cargo.site/t/original/i/6b4dc5d4f6fbf1cee02626a68cc5e0fa1594786e6db354129cbec6cf668468ac/IP1.jpeg" data-mid="246835408" border="0"  src="https://freight.cargo.site/w/1000/i/6b4dc5d4f6fbf1cee02626a68cc5e0fa1594786e6db354129cbec6cf668468ac/IP1.jpeg" /&#62;
	&#60;img width="1328" height="860" width_o="1328" height_o="860" data-src="https://freight.cargo.site/t/original/i/80ee1520abad636841907a8a36cf06f3b7eb32275e5fbb1f20c61f4a945b979d/IP030326.jpg" data-mid="246835493" border="0"  src="https://freight.cargo.site/w/1000/i/80ee1520abad636841907a8a36cf06f3b7eb32275e5fbb1f20c61f4a945b979d/IP030326.jpg" /&#62;&#60;img width="3006" height="925" width_o="3006" height_o="925" data-src="https://freight.cargo.site/t/original/i/ecc990ed11a32bb811baaaf72899c926f72efda123f1778870f6a1e6e6356d5c/IP_icons.jpg" data-mid="246835405" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/ecc990ed11a32bb811baaaf72899c926f72efda123f1778870f6a1e6e6356d5c/IP_icons.jpg" /&#62;


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		<title>X_BMW_Mars</title>
				
		<link>https://awhiterabbit.com/X_BMW_Mars</link>

		<pubDate>Sat, 04 Apr 2026 01:47:43 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

		<guid isPermaLink="true">https://awhiterabbit.com/X_BMW_Mars</guid>

		<description>BMW
MARS INITIATIVE

&#38;nbsp;USING DESIGN TO TEST THE FUTURE OF BRAND MEANING&#38;nbsp;
(Visual Strategy)



	
	As part of a long-horizon exploration of BMW’s future beyond its terrestrial legacy, I led the conceptual and visual articulation of a Mars direction for board-level discussion in Munich.
The work reframed performance from speed to terrain, using Mars as a strategic lens for precision, control, and engineering integrity under extreme conditions.
Built around the concept “The Ultimate Ultimate Driving Experience,” the project proposed BMW not as a visitor to Mars, but as a brand evolved to meet it.HUBBLE IMAGES ©NASA/ FOSSIL ©NATGEO
	

	
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		<title>DSGN_intro</title>
				
		<link>https://awhiterabbit.com/DSGN_intro</link>

		<pubDate>Mon, 30 Mar 2026 21:47:54 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

		<guid isPermaLink="true">https://awhiterabbit.com/DSGN_intro</guid>

		<description>
	
	
 dessie

abstraction → synthesis → meaning → system



	
	I work at the intersection of strategy, story, and scale — shaping how emerging technologies define themselves, explain themselves, and earn trust.
	
︎︎︎


</description>
		
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	<item>
		<title>DSGN_5X</title>
				
		<link>https://awhiterabbit.com/DSGN_5X</link>

		<pubDate>Sat, 04 Apr 2026 02:36:08 +0000</pubDate>

		<dc:creator>AWR</dc:creator>

		<guid isPermaLink="true">https://awhiterabbit.com/DSGN_5X</guid>

		<description>FALCON 5X
 SELLING THE INVISIBLE
	
&#38;nbsp;REDUCTION AS DESIRE&#38;nbsp;
(Creative Director, Conceptual Positioning)



	
	For the Falcon 5X, I developed campaign work that moved away from conventional aviation imagery and toward a more restrained visual language.
By reducing the aircraft to silhouette, contour, and controlled absence, the work created presence without overexposure and helped position Falcon with greater precision and aesthetic confidence.
The result was a more distilled expression of the product: less descriptive, more iconic.


	






	
	
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