About Me
I’m a multidisciplinary designer and creative lead with 12+ years of experience creating brands, campaigns, and visual systems across sports, entertainment, automotive, retail, beauty, and e-commerce.
I’ve built businesses from the ground up, developed brand identities, launched products, directed content, and created design systems that connect creative ideas to real business outcomes. My work spans everything from visual identity and campaign concepting to merchandise, packaging, social content, web, and art direction.
I bring a mix of creative instinct and commercial thinking to every project. I care about strong ideas, clear storytelling, and design that works. Having lived and worked across North America, Europe, and China, I bring a global perspective and a high level of adaptability to the way I create and collaborate.
With AI, the technical part of design is going to mean less and less. The only advantage that human creatives have left, is our perspectives. Each one of us is a unique outcome of the sum of low possibility events, accumulated through time. As creatives, the mission is to champion those perspectives, tell real stories, and evoke real emotions. In the end of the day, we humans are emotional animals.
There are 3 types of people that does creative work: technician, entertainer and creative.
A technician is a master of crafts, most of our favorite artists and designers fall in this category. It is such a joy to watch them, because they are perfecting something so unique. Since they are so good at it, and all this attention can be profitable, they usually stick to that.
A entertainer is a showman(person), a Conor McGregor type. You either love or hate them, they make the big bucks, even if you think Balloon Dogs are shit. We hate them because we can’t be them, they have something you can’t learn, the power to bring people together.
Lastly, creative.
A creative is a Swiss army knife, it doesn’t look pretty, but it has enough tools to handle most of the day. If necessary, you can even make new tools with it. Creatives are problem solvers, a bank manager might just be as great of a creative as an agency CCO, they just express their creativity differently.
I think it also come from experience, becoming a creative. Once you eat enough shit in life, there is no choice but to look for new ways. Eventually, it becomes the creative process that can be applied to anything. And with that, comes freedom.