About

I am Creative Director and Design Strategist who focuses on brand strategy, organization and product innovation. I believe in building empowerment models and environments that allow people to thrive through their own vetting of assumptions.

I got into design when I was a teenager, maybe younger, it’s as far back as I can remember. I remember being completely fascinated with people… and I’d end up spending my time observing the interactions around me. I remember hiding behind store isles, watching decisions being made. I’d always follow the role of the observer, rarely the participant.

Design to me isn’t about what gets communicated on a page, site, or medium. Design has always been about the laws that govern choice. It’s only when we understand, through decades of deep observation and empathy, that we can fully unlock solutions, growth, evolution and progress.

For the past decade, I have applied design as a thinking mechanism for a variety of brands. From media to commerce to “A.I”. Whether it’s organizational design, graphic design, brand strategy, it’s always the same. Processes, people, solutions are always different but an achievement is typically made successful by the framework being applied. Meaning: it is not the “solutioner” governing the choices of others.

I love building teams because for a second, there, I feel like I can actually create an ideal design culture for a large population. As a builder of teams, I get out of the way, I’m not the type of leader that’s going to come down with an iron fist. I facilitate and empower team members to validate their own hypothesis.

Teams thrive through empowerment. Leaders thrive by not only getting out of the way but by paving the way to make opportunities possible for individuals. Responsibility is given, not through solution but through results. As in: Don’t tell a product team to create a specific feature, instead, give a product team the responsibility to enable users of the service to succeed. That’s where the magic happens. Mountains are not moved by single individuals but by the collaboration of many.

So, that’s me in a nutshell. A believer that great design happens through great organizational design and empowerment.