CLIENTS :
California Academy of Sciences
GE Healthcare
Aramark
Aisera
VF Corp (parent company of brands like The North Face, Vans, Timberland, etc.)
Imperfect Produce
Off the Grid
+ more
I’m a Product Designer with roots in branding & identity, currently specializing in bridging product and brand experiences through design systems, UX/UI design, and visual storytelling. With 15+ years of experience across healthcare, food, and consumer products, I bring an agile, resourceful, and strategic approach to design—solving complex challenges with clarity, precision, and elegance.
I focus on crafting cohesive, scalable systems that unify digital and physical touchpoints — spanning Saas products, native apps, and real-world experiences. My approach ensures that every interaction—on screen or in person—feels intentional, intuitive, and strategically aligned with the brand’s essence.
My perspective as a woman of color and daughter of immigrants shapes a design approach rooted in inclusivity, adaptability, and cultural intelligence. This lens informs the way I think about systems, storytelling, and human connection—especially when designing for diverse audiences and real-world contexts.
As current Head of Design at Refugio, I craft holistic virtual assistant experiences, personas, and identities for enterprise clients. I develop comprehensive AI identity ecosystems that integrate seamlessly into existing brand infrastructures, ensuring a distinct, engaging presence. By leveraging AI and machine learning, our work enhances customer support & employee experiences, and operational efficiency through intelligent automation.
I’ve partnered with clients including the California Academy of Sciences, GE Healthcare, Aramark, Aisera, VF Corp (parent company of brands like The North Face, Vans, Timberland, etc.), Imperfect Produce, and San Francisco’s beloved Off the Grid markets—along with Bay Area eateries, bars, community hubs, early-stage tech startups, and global nonprofits. My work spans branding, UX/UI design, information design, print, and strategic storytelling—ensuring each project is both intentional and impactful.
Whether designing pixel-perfect UI, scalable design systems, or shaping the visual and conversational identity of AI assistants, I thrive on bringing clarity and cohesion to complex challenges. My work is driven by the belief that great design isn’t just about aesthetics—it’s about function, communication, and creating meaningful connections.
I'm open for freelance work or collaborations and would love to hear from you. Say hello at pena.pris@gmail.com.