ABOUT

Born into a family of artists, doing creative work has been second nature to me since being a little toddler taking Crayola crayons to the walls. My canvases now tend to be digital, but art and design has truly been my passion in life - second to being a mother of course. With over 15 years doing graphic design and visual culture, working with clients to bring their businesses and stories to life has been a dream come true.

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I founded Urban Root on the idea my designs and business could have a larger impact on those around me. Having been the creative director at a local construction firm, I used what I designed for them as my case study. The established look they continue to use today is a polished style and brand: a differentiator from competitors, speaking to their success and gaining them admiration. Also being deeply involved with the United Way, I took this passion for design and desire to fight social injustices to create the values of my business.

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When I’m not designing, researching, or attempting to keep my four-year old out of a Zoom meeting, you can find me happily exploring our State of Wisconsin with my husband and our three kids - our favorite is Door County with its beautiful State Parks, outdoor activities, and amazing food.

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With a diverse background working for in-house marketing teams, a design agency, and leading the creative direction of a large construction firm, I am able to give you a unique perspective having worked and collaborated on both sides of the table. I’m fully invested in each of my clients, taking the time to learn and understand their needs. I enjoy researching my projects so that details shared from my client can be reflected in the design. Also, I absolutely love what I do! 

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As a sixth generation Madisonian, I believe in giving back to the community that has played an essential role in shaping my career and personal development. I am proud to collaborate with local businesses and support non-profits*. I devote a significant amount of time each month to local initiatives that are focused on creating solutions for poverty, education, and housing. In addition, 100% of the proceeds from our Black Lives Matter collection go directly to Urban Triage, The Foundation for Black Women's Wellness, and The Progress Center for Black Women.

* As an independent artist I operate differently than an agency generally reserving my pro bono to charities and personal projects. Please contact me to learn about non-profit discounts.

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WHY URBAN ROOT?

COMMUNITY MINDED

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