practice / creative direction

Creative direction and brand architecture

I carry a brand idea from the first strategic decisions into the things people encounter: identity, digital products, marketing, retail and live experience. My work spans founder-led companies, venture-backed technology, institutions and cultural projects.

01focus

Set the direction and keep it coherent

I work with founders, leadership, engineers, designers, marketers, suppliers and build teams to make the proposition clear and carry it through the work. That can include positioning, naming, identity, creative strategy, a launch plan, digital touchpoints, retail environments and production handoffs. I stay close to the details while keeping the wider idea intact.

02proof

Produce across digital and physical work

At VC-backed startup, I owned the creative work across brand, website, go-to-market, marketing, retail and customer touchpoints, working directly with the CEO, engineers, hardware specialists and builders. I used storefront sales and foot traffic, alongside web traffic and paid media performance, as feedback signals. For Sunday Natural, I took display concepts through production and installation at two department stores.

03next

Connect ownership to named work

My record includes the MoMA in New York City and Japan, Tommy Hilfiger, Ann Taylor, Sunday Natural, venture-backed startups and Countercult, which I founded and built as a cultural technology company. THE CREATIVES is a self-initiated traveling museum concept, not a built commission. I keep each project’s scope and evidence clear.

continue through the record

Discuss a creative direction brief ↗See selected work ↗Read about product strategy ↗