Solving for WHO, WHAT, and WHY: A Creative Director's Mindset

I’ve been described as both a strategist and an artist... and I’d say that’s fair. I believe great creative is equal parts clear messaging, clean design, and human psychology. When you align those three elements, that’s when brand experiences become powerful, scalable, and memorable.

I’ve spent the last 19 years helping businesses (from bootstrapped startups to publicly traded companies), elevate their brand presence and unify fragmented creative efforts into something purposeful and effective. Whether that's building a creative department from scratch or stepping into a brand that needs direction, my approach is hands-on, collaborative, and deeply strategic.

My mindset is always: who and what are we really solving for? And why?

Creative for the sake of being clever doesn’t cut it. What matters is that the message lands, the design converts, and the customer sees themselves in the brand. I’ve built multi-disciplinary teams, rolled out full-scale visual systems, developed branded collateral across dozens of verticals, produced hundreds of products, and consulted on messaging frameworks that shift how companies show up in the world.

Outside of work, I’m probably playing with motion graphics, reading about consumer behavior, or catching up on design trends I’ll apply to my next campaign.

Let’s connect! If you're ready to turn your brand into something people find easy to remember and hard to forget, let’s #findyourorigin together.