STRATEGIC CREATIVE · AI-NATIVE STORYTELLER
I turn strategy into stories people can see.
Creative Director and strategic design leader, currently Chief Creative Officer at 5xFive. I build brands, products and campaigns, plus the AI-native workflows that make them faster, sharper and more resonant.
TWO HALVES, ONE PRACTICE
I spot the pattern, define the position, then tell it with every tool, AI included.
01 / STRATEGIC DESIGNER
Brands that know who they are.
Positioning and tone, brand architecture, provisional personas, value propositions and the copy that carries them. Then the visual systems that hold it together across product, retail and campaign.
02 / AI-NATIVE STORYTELLER
Stories built at the speed of the idea.
AI-generated environments, rapid narrative prototypes, and AI products designed from the inside at 5xFive. I use the tools to explore wider and decide faster. The taste and the judgment stay human.
Good work is a team sport. Everything here was made with talented, generous collaborators, and I’m proud to have built it with them.
Case studies
Two brands, start to finish: the thinking, the system and what it changed.
5xFive
From a founder’s sticky brief to a complete brand: the mark becomes an identity, the story becomes a narrative, and both carry through digital and analog properties and campaigns.
Read the case study →
RealtyMogul
Repositioned the brand around the investor and carried it across the funnel, from thought leadership to CTV. Investor retention up 25%.
Read the case study →Selected work
The Courts
AI-NATIVE · BRANDA pickleball club brand imagined end to end: identity, brand guide and AI-generated spaces before a wall went up.
GCI Health · WPP
HEALTH · IDENTITYPositioning, personas and identity for MBC Unfiltered, carried through site, mobile and palette.
WelcomeTech
FINTECH · ARCHITECTUREBrand architecture, a rebuilt acquisition funnel, and an iOS debit card app for SABEResPODER.
Uber
PARTNERSHIP · UXA partnership incentive program for drivers, a cross-sell that landed with members.
GO2bank
FINTECH · LAUNCHFormerly GoBank. A mobile bank account launched across retail, out-of-home, social and packaging.
Green Dot
FINTECH · CAMPAIGNSCampaigns, retail and digital for the prepaid pioneer, including the Steve Harvey campaign.
PeerStreet
FINTECH · EVENTS + PRINTEvent presence, investor print, digital and email for a real estate debt investing platform.
Stockpile
FINTECH · PACKAGINGInvesting made giftable: stock gift card packaging, a debit card, retail and social.
Fresh & Easy · Tesco
RETAIL · IDENTITY + PACKAGINGIdentity and private-label packaging for Tesco’s US neighborhood market, including Hillson, a white-label coffee line built from the ground up.
Grocery Outlet
RETAIL · IDENTITYA Grab-N-Go identity and the category insights books that launched it.
Skechers
RETAIL · OOHPoint-of-purchase displays and out-of-home for Shape-ups and Resistance Runner.
The Hain Celestial Group
BEAUTY · PRINTPrint campaigns for ZIA natural skincare, including its line for men.
Identity
LOGOS + IDENTITY SYSTEMSLogos and identity systems, from national grocers to community health.
Photo Shoot Direction
GREEN DOT · BRAND LIBRARYBrand photo libraries shot with Kyle Alexander and Kwaku Alston: real moments over stock.
HOW I WORK
From pattern to story, in four beats.
Find the pattern
Research, trends and the tension nobody has named yet.
Frame the position
Personas, value proposition and tone: the brief everyone can repeat.
Build the system
Identity, UI and guides, prototyped fast with AI and refined by hand.
Tell it everywhere
Product, video, OOH, social and shelf. One story, every surface.