Defining direction.
Building brands that last.
I’m a Senior Brand Designer and Art Director with 20 years of experience, most of it spent in agency and studio environments. I lead creative across brand, digital, web, marketing, and motion, partnering with clients, leadership teams, and creative disciplines to define clear direction and build work that can scale.
My experience spans complex industries including AI, cybersecurity, healthcare, SaaS, and fintech, where strong design often starts with making complicated ideas easier to understand, recognize, and remember.
AI is part of my creative process, not a replacement for creative judgment. I use AI-assisted tools to expand exploration, accelerate concept development, and improve production efficiency. The value isn’t simply speed. It’s being able to test more possibilities, learn faster, and spend more time making the decisions that shape the work. Creative direction, design craft, typography, composition, and visual judgment still determine the final result.
I bring clarity to the problem, direction to the work, and structure to what comes next.
Process
Understand the business, audience, problem, and landscape before jumping into execution. The goal is to establish enough clarity to know what the creative direction needs to accomplish.
Explore multiple possibilities through sketches, visual studies, concepts, prototypes, and AI-assisted exploration. Explore broadly, learn quickly, then identify the direction worth backing.
Establish the visual point of view, make the important creative decisions, and bring stakeholders and creative teams into alignment around the direction.
Turn the direction into a flexible visual system through identity, components, templates, digital experiences, motion, and other applications.
Build standards and systems that allow the work to stay consistent while giving teams room to adapt as the brand, business, and audience change.
Selected Clients
