Let’s make something worth caring about
I help organizations build brands people trust.
Whether I'm evolving a Fortune 100 identity system, developing a new customer experience, directing a photo shoot, or helping a team uncover its strongest idea, my work begins the same way—with curiosity.
I've spent more than 25 years building brands at every scale, from artists' studios and education companies to global technology brands and Fortune 100 organizations. Along the way, I've learned that the best creative work isn't driven by trends or personal opinion. It's grounded in research, shaped through conversation, and elevated by craftsmanship.
I care as much about how we work together as what we ultimately create. Great ideas rarely emerge from one brilliant person. They emerge from people who ask better questions, challenge each other thoughtfully, and care deeply about making the work stronger.
A little about how I work.
Great work is a team sport.
My leadership
I've never believed the best creative leader is the loudest person in the room.
My role is to create an environment where talented people can do the best work of their careers.
That means setting a high bar, asking difficult questions, creating psychological safety for honest critique, and helping ideas evolve without ego. I expect curiosity, generosity, accountability, and craftsmanship—not because perfection matters, but because the work does.
The strongest creative teams don't compete with one another. They build together.
Start with better question.
My process
Every project starts with the same questions.
Who are we serving?
What problem are we trying to solve?
Why should anyone care?
Research gives us confidence. Strategy gives us direction. Design gives ideas form. Craft gives them meaning.
Only then do we begin making.
I sketch. I collect. I photograph. I write. I ask questions. I challenge assumptions. I look for unexpected connections between history, culture, behavior, and business until the right idea begins to reveal itself.
Keep your eyes open.
My inspiration
Things I keep coming back to...
Handmade things. Heritage brands. Textile design. Found typography. Great museums. Photography books. Mid-century furniture. National parks. Old buildings with stories to tell. Sketchbooks. Puzzles. Dogs. Jewelry. Upcycling and sustainability. Beautiful coffee shops. Decaf, always.
