Strategy before aesthetics. Systems over one‑offs.
Every engagement starts with why a brand needs to exist, not what it should look like.
I've spent over two decades shaping how brands look, move, and communicate. That work has always been guided by strategy first, craft second. My projects have spanned brand identity, systems design, environmental and event design, motion, and creative direction — often crossing multiple disciplines within a single engagement. After years leading teams on both the agency and in-house sides, I now work as a fractional creative/design director.
In 2025 I got out of my comfort zone and studied to become a certified ADHD Parent Coach. During the process I've gained so much insight into how the brain works, how to encourage people (and teams!) to achieve their goals. I founded the ADHD Learning Lab and am currently educating families and schools in Brooklyn on how to better support kids with ADHD.
When I'm not working you'll most likely find me at one of my sons' basketball games trying not to fight with the ref or at the beach with our goofy Bernedoodle, Murphy.