Leadership Philosophy +
Design Methodology  



Passionate, results-driven design leader with extensive knowledge of user experience, systems design, and brand. With over two decades of product design experience, Joseph brings the essence of brand and experience together across web, mobile, software, and services, which he’s successfully demonstrated for several leading brands, fortune 500 companies, advertising agencies, and large technology companies.

Currently working as the Executive Creative Director in the E&D division at Microsoft, he leads the Experience Collective Studio responsible for evolving the Microsoft Fluent Design System and horizontal experience initiatives as part of the collective. This aligns well with his passion for connecting the dots in a systematic and open ‘collective’ approach that enables design to scale and builds product coherence. Prior to that, he led several teams in the Entertainment Experiences Group, Office, and Xbox.

Joseph is a hands-on creative director which is demonstrated through his commitment to quality, from pixels to code, and his ability to leverage cross-disciplinary teams to deliver soulful product experiences. Joseph is an evangelist of design excellence, a pioneer of UX engineering, builds great design culture, and leads by example.

Leadership Design +
Industry Recognition  



Recognized by Microsoft’s Technical Community Network for his Outstanding Technical Achievement through his leadership and contribution to Microsoft’s Modern Design Language, an initiative that has quite literally changed the face of Microsoft over the last decade. A work in progress, but more evident in the UX/IU across Windows, Windows Devices, Xbox, Surface, and Office, the design system provides users with a cohesive and intuitive experience where form and function come together to enable rich product experience. This award was the first Technical Achievement for Design within Microsoft’s Engineering Excellence Community. 

Joseph has been recognized across the industry by the Industrial Designers Society of America, the Webby Awards, the American Design Association, SXSW Interactive Awards, W3 Awards, and the FWA's Favorite Website Awards, and has been awarded dozens of UX and technical design patents. 

Good design is
good business.

Aesthetikal Design Collective, Inc.


Seattle Washington &
Los Angeles, California