Creative Direction

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Creative Direction

I lead creative teams with an understanding of market trends, consumer behavior, and brand identity—especially in highly regulated industries. My experience spans B2B and B2C across food, wellness, healthcare, entertainment, and Saas, where clarity, compliance, and trust are just as important as creativity.

I balance creative thinking with strategy, making sure the work not only looks good but also supports business goals. Below are a few of the brands I’ve partnered with over the years.

My work

Strategy

At its core, design is problem-solving.

With training in both design (MFA) and business (MBA), I thrive at the intersection of creative execution and marketing strategy. Before touching any creative tools, I focus on understanding the purpose, audience, and success criteria of an assignment. I seek to understand the purpose, audience, and metrics of an assignment before going to town with my creative tools because the success of my work is ultimately measured by how effectively it fulfills a client's goals.

Leadership

From doing the work to leading the work…

Too often, strong creatives are promoted into leadership roles without support or training, and the gap shows in team morale and business results. Having worked across hands-on and leadership roles, I’ve developed an approach grounded in clarity, trust, and accountability.

My leadership philosophy centers on:

Building trust by giving teams ownership of their work
Leading through influence, not control
Acting as a clear communication bridge between creative teams and leadership

When leadership is strong, creative teams do their best work, processes run more smoothly, and the organization benefits from work everyone is proud of.

Creative Direction

Creative Direction

Strategy

Strategy

Leadership

Leadership

Case Study

Case Study

Archival and Museum

Food

SaaS, Entertainment and Technology

Healthcare and Pharma

Cannabis and Agriculture