I define what a brand stands for and make it unmistakable across every consumer, partner, and employee touchpoint.
Building and recalibrating brand platforms at scale, from positioning to architecture, across complex organizations.
Establishing and evolving brand standards, creative toolkits, and governance models that protect integrity while enabling scalable execution across partners, product categories, and retail environments.
Leading how brand and franchise strategy come to life in market through campaigns, product creative, packaging, retail expression, and measurable execution across channels and partnerships.
Synchrony had scale, systems, and institutional credibility. What it lacked was a unifying brand platform that could translate infrastructure into meaning. I built the brand strategy, operating processes, and governance standards that allowed brand to function as an enterprise discipline. The work ensured consistency across business units while giving leadership a framework to evolve without fragmentation.
Comic-Con is one of the most concentrated fan experiences in media. Its power comes from presence. But presence does not scale.
I helped reframe the experience from a physical event into a participatory brand system. Rather than replicating the format in real time, we extended the meaning of the event into a scalable model that preserved energy, community, and narrative continuity beyond San Diego.
VSYN+ began with a business idea, not a brand. The concept was clear: a streaming platform centered on the ASL community. What did not exist was positioning, identity, or cultural authority. I developed the name, brand architecture, and identity system to establish credibility within Deaf culture while remaining legible to a broader audience. The platform had to be authored from within, yet expandable beyond its origin. The brand became the bridge.
Ergobaby had loyal customers and strong product belief. What it lacked was a brand architecture that could translate that conviction into scalable growth. I built a brand platform that unified product, voice, and community. Then I structured the tools and standards that allowed internal teams and advocates to carry the story forward without diluting it.
Formerly CBI Group, the company operated as a workplace design and contract interiors provider. What it lacked was a brand narrative that reflected how it actually worked: culture first, space second. I led the full rebrand, including naming, positioning, and identity. The new name, CultureSpace, reframed the business around its core belief that workplace environments shape organizational culture. The brand gave the company a clearer point of view and a stronger platform for growth.
EXECUTIVE CREATIVE DIRECTOR
La Visual, 2023 – PRESENT
INTERACTIVE CREATIVE DIRECTOR
TBWA\\Chiat\\day, 2002
FOUNDER/CREATIVE DIRECTOR
AT PLAY CREATIVE, 2006 – PRESENT
CREATIVE DIRECTOR,
MAGNET INTERACTIVE, 1999 – 2002
EXECUTIVE CREATIVE DIRECTOR,
MRM/Mc CANN, 2004 – 2023
DISNEY ONLINE
Art Director, 1995-1999