I design brand systems that hold. With 16 years of experience across identity, systems, products, and experiences, I translate strategy and reality into brand design that scales — with AI integrated as a creative partner across the workflow.
Selected work. Full case studies and process available on request.
Thinking | Perspectives and frameworks from the practice.
A perspective on brand as the alignment of clarity and expression.
A developing practice for seeing, mapping, and making in creative work.
A working prototype for tracing the gap between leadership intent and operational reality.
Currently taking on senior IC brand work with agency and studio partners. Previously at Optimism/OP Labs, and years of independent identity work across startups to Fortune 500 companies.
Open to senior brand roles—in-house, contract, or freelance. Let’s talk.
The other side of the practice lives at Waterfall