I’m a Design Strategist & Creative Director obsessed with CPG.

Over the last decade, I’ve built a 30-person branding agency, transformed over 137 CPG brands and been entrusted by visionary founders, Fortune 500 companies, and everyone in between to craft strategic design that moves businesses forward.

Design is a tool that has the power to unlock potential. Creativity shouldn’t just compel, but also out-compete. Over the last 4 years I’ve won 5 Design Effectiveness Awards, with an average sales increase of 54% YoY. Sound principles yield consistent results.

My creative approach is principle-led, honed over two decades of intense curiosity and obsession: People before products. Ideas over imitation. Challenge categories, not consumers. Research informs but strategy decides.

I’ve worked in nearly every category of food and beverage
as well as across alcohol, supplements, body care,
cleaning and more:

  • Califia

  • Mr. Beast

  • HotPockets

  • Dogfish Head

  • Kettle & Fire

  • KOIA

  • Vive Organic

  • Recess

  • Conagra

  • Chateau Ste Michelle

  • Mark Anthony Brands

  • Country Archer

  • Sam Adams

  • GoodPop

  • Rudi’s Bakery

  • Dr. Squatch

  • Boulder Canyon

  • Fitvine

  • Bobo’s

  • Monster Energy

  • International Delight

  • Mondelez International

Engagement Services:

  1. General Brand Consulting

  2. Fractional Creative Leader

  3. Bespoke Agency Solutions

What I love most are business challenges that require creative solutions grounded in strategy, design and consumers.

Email / LinkedIn / ✌️