I'm Sorel, designer, engineer and creator from beautiful Transylvania.
What I do for work
I lead product at DistrictFocus, where I deploy AI to help K-12 districts across the US save money and do better for their students.
Past work experience
- Joined as the first design hire and led brand, product, and marketing design across the organization.
- Built and managed a multidisciplinary team of product designers and 3D artists to deliver the Valence Wallet program.
- Directed design for Valence Wallet, the white-label web3 wallet adopted by Chicago Cubs, Sephora, and Expo Chicago to power proof-of-attendance perks and on-site art financing and insurance.
- Served as the first design hire, owning product, brand, and marketing design through multiple early pivots.
- Hired and managed a visual design team that supported the company’s growth to $200M in ARR.
- Led product design for MadHive’s first AI initiative, shaping the narrative used during a key fundraising round.
- Delivered 0-to-1 MVPs in 3-month sprints as the sole designer within squads of 4–6 engineers.
- Designed B2B and B2C products including an Uber-for-staffing platform, a social network for stock investors, and a digital stylist app for Neiman Marcus.
- Balanced discovery, prototyping, and production handoff to move client products from concept to launch-ready.