Brand, Product & Creative Leadership
I turn complex ideas into brands, products, campaigns, and systems that work in the real world.
I'm a hands-on creative leader who connects audience insight, visual craft, product thinking, and operational discipline across packaging, retail, ecommerce, campaigns, environmental experiences, and the workflows behind them.
- Brand & Portfolio Strategy
- Campaigns & Creative Direction
- Product & Packaging
- Retail & Ecommerce
- Environmental & Experiential
- Creative Operations & Systems
Explore by Role
Looking at the work through a specific lens?
These focused views highlight the projects, framing, and outcomes most relevant to a specific kind of role.
Senior Graphic Designer
Hands-on brand, campaign, packaging, ecommerce, and production design.
Creative Manager
Team leadership, creative operations, workflows, and cross-department delivery.
Brand Manager
Brand strategy, product, packaging, campaigns, and go-to-market execution.
Art Director
Concept, visual direction, and integrated campaign worlds across channels.
Selected Work
Work that had to work.
Work across campaigns, consumer packaging, product systems, ecommerce, environmental experiences, and operations, where the creative had to support a real audience, business goal, production process, or measurable result.
Captain Compassion
Led a multi-year, award-winning campaign world that translated bullying-prevention guidance into accessible storytelling across web, video, out-of-home, social, comics, posters, and classroom resources.
- Integrated Campaign
- Creative Direction
- Audience Strategy
- 2 MarCom Awards
Digital Equity Bus
Led a partner-driven mobile learning and brand experience from concept through exterior and interior design, production, launch communications, community activation, and an ongoing award-winning program.
- Partnership Leadership
- Environmental Experience
- Integrated Launch
- Gold Edison Award
Market Vineyards Wine Label System
Created a consumer-packaging system that balanced shelf differentiation, brand strategy, legal requirements, specialty printing, materials, and vendor production, then extended it into a second product with its own personality.
- Packaging Strategy
- Product Extension
- Brand Systems
- Production & Vendors
Eclectic Home Furnishings Website and Operations Platform
Connected brand presentation, ecommerce, pricing, CRM, inventory, sales, and fulfillment within a practical retail system that reduced complex order calculations from about 40 minutes to about 2 minutes.
- Retail Strategy
- Ecommerce & CRM
- Operations & Systems
Petey & Piper
Developed a family-focused brand extension that grew from a character concept into a live ecommerce product portfolio spanning apparel, plush, books, accessories, bags, coolers, and production-ready artwork.
- Brand Extension
- Product Portfolio
- Ecommerce
Zamboni Apparel Concept Sprint
Used youth-audience insight, trend research, product recommendations, and rapid concept development to rebuild client confidence in 48 hours, leading to additional requested work and a publicly launched Zamboni x Peanuts collection.
- Consumer Insight
- Product Strategy
- New Business
Selected Impact
Useful work leaves evidence.
A few outcomes across product launches, new business, workflow transformation, and team leadership.
~$600K
First-year wholesale revenue from a new consumer-product category
5 accounts
New paying clients secured through audience insight, trend research, product recommendations, and rapid pitch development
20+ hrs/wk
Saved through marketing workflow automation, with approximately 40% better project completion
45 to 90
Independent designers recruited, trained, assigned, evaluated, compensated, and managed
How I Work
Understand the problem. Build the right thing. Make it work.
I'm most useful when a challenge crosses audience, brand, product, creative, and operations. I help teams make clearer decisions and carry those decisions through the work required to deliver them.
Understand the whole problem.
Clarify the audience, customer, business goal, constraints, evidence, and production reality before deciding what the deliverable should be.
Build with intent.
Shape the strategy and stay hands-on across brands, campaigns, packaging, ecommerce, product systems, environments, presentations, and production assets.
Make it usable.
Connect the work to teams, vendors, approvals, budgets, deadlines, and repeatable systems so it remains useful after launch.