Standards
01. Curiosity over certainty.
Certainty doesn’t ask questions. It’s a closed door, the end of the line. I’d rather stay curious. Curiosity is where trying turns into striving, and striving succeeds but never stops asking what if it could be better.
Am I certain I can do the work? I believe in my abilities and I trust my process. The only thing I’m certain of is that there’s always room to improve.
02. Every discipline is a tool that serves the brand.
Creative capabilities
Strategy and Writing
Positioning, naming, copy and narrative, campaign concepts
Design and Identity
Typography and layout, logos and identity systems, print and packaging, web design, environment design, data visualization
Video and sound
Sound design, video direction, motion design, podcast production
My multidisciplinary approach is how I specialize. It starts with the position, which builds the language. Then comes the visual identity, the packaging, the environment, digital media, and the website your customer buys from. Consistency across every touchpoint matters more than how clever any one element is (but clever/creative/impactful work is a must).
03. Use both brains.
Analytical brain or creative brain? Why not both? I love the way analysis challenges creativity, and creativity threatens analysis. Let them go at it and the work is smarter. Greater than the sum of its parts is a cheesy line, but cheese is delicious.
Ready to start a conversation?
04. Use your hands.
I’m a maker. Working by hand hones every part of the craft. It shows up in the kinds of research questions, in the organization of project files, in the spacing between letters, in the crease of a package prototype, in the feeling your customer gets when they bring your product home. It carries through the whole process, start to finish.
05. Don’t overcomplicate the process. Never skip it.
This isn’t some special blend of herbs and process, it’s fairly standard fare. When I take on a project, I adapt the process to the project so that each step pulls its weight.
A good process is shaped like the challenge. What this looks like for you depends on your project.
Creative Process
01 / Research
Uncover the space the brand can own and clarify the market context.
02 / Positioning
Develop a clear strategy to defend the brand's ownable space.
03 / Language
Craft the brand's unique voice and the right words to say.
04 / Design
Give the brand a consistent look, so each touchpoint reinforces the others.
05 / Production
Build the world and put it all on display.
06. Never work alone.
I’m a one-man operation, but every project is a team project. I don’t work for my clients, I collaborate with them. I carry the creative load from kickoff to completion. I can think it through, design it, and build it. What I don’t have is your gut. So we’ll make the plan together, and you’ll go build the business while I build the brand. My job isn’t to give you more work. It’s to multiply what you’re already doing.
Tell me what you’re working on.
Let’s set up a call and talk about your brand. I’d love to help.