About / Approach

I've spent over 10 years in design and creative direction, working across digital and print, in-house and agency, moving into full art direction over that time. Today I lead end to end: concept development, team direction, and client relationships.

Vision. My job starts before the visuals do, with what the brand actually needs to say and who it needs to land with. From there I build a creative direction that makes that case, not just something that looks good on its own.

Judgment. Every project produces more directions than make it to the final system. I present clients with multiple concepts, not one, and make the case for which one actually serves the brand, not just which one looks best in isolation. Knowing which ideas to kill is as much the job as knowing which ones to build out.

Leadership. I direct the team that brings a creative vision to life, keeping standards and voice consistent across every hand that touches a project, whether I'm leading a group or running a project solo. I've managed and mentored designers directly, presented creative direction to marketing and executive stakeholders for alignment, and kept multiple concurrent projects moving without missing a deadline.

Execution. The work itself spans brand identity systems, integrated campaigns, editorial design, and competitive proposal design, including a series of RFP pitch books where every project I've directed creative for has won the business.

Beyond the tools. AI can generate a hundred options in seconds. It can't tell you which one actually fits the brand, reads right to the audience, or survives a client room. That call, the one that turns options into a decision, is still the job, and it's the part of this work that doesn't get automated.