FAQ
I start by figuring out what the brand wants people to feel. Once that is clear, every channel becomes a different way to deliver that feeling. Whether it is a campaign, an event kit, a social moment, or a piece of packaging, I look for the simplest and strongest narrative thread. Then I build out from there so the story stays consistent without becoming repetitive.
I start by looking at how a brand is being experienced in the real world and what the data is telling me about audience expectations. For Circle Furniture, the insight was simple. Customers were ready for a more elevated and modern feel, but the brand’s identity had not caught up. I rebuilt the visual system to match that expectation, from the logo and signage to the trucks and website. Every choice was made to signal quality, confidence, and a higher‑end experience. The result was a brand that felt more aligned with its customers and more consistent across every touchpoint.
I like giving teams clear direction and the space to bring their own strengths to the work. Photo shoots are a good example. I set the tone, define what we need to communicate, and make sure every choice supports the larger strategy. From there, I work closely with photographers, stylists, and producers to keep the shoot focused, collaborative, and visually consistent. My goal is always the same: make sure the final images feel on‑brand and connected to the story we’re trying to tell.
How did editorial work shape the way you design and direct?
I started my career in New York working on national magazines, where I learned from some of the best editorial creative directors in the industry. That environment taught me how to think clearly, and be creative within a defined system. Editorial work is fast, structured, and demanding in the best way. It trained me to balance storytelling, typography, and pacing while keeping the reader at the center. That foundation still shapes how I design and direct today, especially when building brand systems that need to feel thoughtful, consistent, and visually confident.
I’ve spent my career moving through editorial work, agency life, and retail brands, picking up different ways of thinking as I went. Those experiences shaped how I approach creative problems and how I collaborate with the people around me. They also gave me a kind of flexibility I rely on every day. It’s why I can jump into almost any project, find my footing quickly, and still enjoy the process while I’m doing it.
