“

In my time working with Craig, I was always impressed by his ability to work in ambiguity; taking the shell of an idea or concept and truly turning it into a masterpiece that checked every box and added more.”

Mark Watterson - Chief Product Officer, iFit

Aboot me…

I recently led design at Hiki, a startup helping neurodivergent adults find love and community. I built the brand and crafted an accessible, thoughtful app for over 200k users.

Before that, I built and led product and marketing at iFit, helping grow their workout platform from 20k to 6 million members.

On the side, I’ve launched a few projects—like Missed in Sunday, a secular advocacy platform, and Santa’s Red Letter, a seasonal business I built and sold.

I started out as a fine artist and got hooked on how creativity can shape behavior. I work remotely, travel often, and I’m always up for what’s next.

20+ years building next-gen brands and products.

Experience.

Hiki — Product Designer / Marketing lead

05/2023 — 04/2025

  • Led a full redesign of a social/dating app for 200k+ neurodivergent users

  • Integrated accessibility, monetization, and discovery upgrades

  • Designed and launched a scalable Figma design system

  • Directed social and product marketing initiatives

iFit Health & Fitness — Freelance Product Designer

Nov 2023 – Jun 2024

  • Redesigned the profile and stats history experience

  • Brought motivational loops and trend visualizations into the UX

NordicTrack — Principle designer

2022 – 2023

  • Led the redesign of PDP (product detail) pages and streamlined the checkout flow

  • Art directed a new visual approach to product photography across key categories

  • Owned all design execution and contributed to strategic planning for the company’s IPO bid

  • Concepted and launched a seasonal ad campaign for the 2022 sales cycle

iFit Health & Fitness — Creative Director

2011 – 2022

  • Led brand, marketing, product, and UX for a fitness tech company with 6M+ subscribers

  • Managed a 20-person creative team across video, UI/UX, social, animation, and brand

  • Built iFIT’s profile, habit, and content systems across mobile, tablet, and smart equipment

  • Grew brand from startup to household name

Digital Slant — Art Director

2009 – 2011

  • Directed creative for 20+ B2B clients

  • Built systems and brand ecosystems for national campaigns

Independent projects.

*Stuff You Missed in Sunday School — Founder

05/2016 — present

  • Built a research-based advocacy platform spotlighting contradictions in religious doctrine

  • Designed all visual identity, content system, and social strategy

  • Grew to 200k+ followers with highly engaged, mission-aligned audience

Santa’s Red Letter — Founder

Seasonal: 05/2015 — 05/2023

  • Launched a holiday e-commerce experience focused on custom “Santa letters” for kids

  • Designed packaging, branding, copy, and fulfillment system

  • Managed Shopify build, marketing automation, and customer experience

Freelance illustrator — Children’s publications

2006 — 2016

  • Contributed regularly to The Friend magazine and Highlights magazine for over 10 years

  • Published a children’s book through Deseret Book

  • Created narrative-driven editorial illustrations for print and digital

  • Developed a deep visual storytelling foundation that continues to inform my product and brand design today

Education.

Bachelor of Arts in Design — Utah State University

May 2008

My work bridges the gap between UX and emotion, system and story.

Product design.

  • UX & UI design

  • Design systems

  • Accessibility & inclusion

  • Behavioral UX

  • UX writing

  • Prototyping

  • User research

  • Feature flows

  • Mobile, integrated & web

  • Monetization UX

  • Animation

Marketing.

  • Lifecycle campaigns

  • Conversion optimization

  • Social Strategy

  • Value prop testing

  • Landing page design

  • User activation flows

  • Monetization strategy

  • Email & push strategy

  • Creative copywriting

  • Animation & video editing

Brand & strategy.

  • Brand positioning

  • Narrative & messaging

  • Creative direction

  • Art direction

  • Visual identity

  • Campaign concepting

  • Founder decks & pitches

  • Product-market fit strategy

  • Design leadership

  • Emotion-driven design

Guidance.

  • Mentorship

  • Cross-functional collaboration

  • Creative direction

  • Strategic decision making

  • Stakeholder management

  • Product & brand vision

  • Feedback culture

  • Design hiring & off-boarding

  • Building team autonomy

Origin story.

I grew up in a mix of Mormon towns across the western U.S., always outside building things, getting dirty, and loving every minute of it. We moved so often that “home” felt more tied to our station wagon than any physical place.

My grandmother, a watercolorist, got me hooked on art. There was something about a blank page and a pencil—it opened up entire worlds I could escape into. Graphic on paper became my portal.

Design, for me, has always been an extension of that. Whether I’m painting a landscape or designing an app, the goal is the same: evoke emotion. Guide someone into a world you’ve created—and then let them make it their own.

That’s really the core of branding, marketing, and UX: using emotion to drive behavior.

In recent years, I’ve had to rebuild my worldview after leaving the Mormon church. That process—disorienting but freeing—opened up a much richer, more diverse world. It’s reshaped not just how I design, but how I relate to people. I listen differently now. I notice more. And I carry that openness into every project I touch.

Yes, I still love drawing. I still build for the joy of it. But what I really care about is understanding people—and then creating experiences they want to live in.