Strategy
I find the one idea a brand is built on before drawing anything. Good strategy means saying no to the wrong directions so the right one has room to become unmistakable.
About
I build brands around one clear idea
Twelve years shaping identities for food, fashion, hospitality, and tech — with a bias toward strategy, hand-drawn craft, and systems that outlast a single launch.
Approach
What I bring to a brand
I’m happiest where strategy, type, and craft overlap — turning a fuzzy company into a name, a mark, and a look that finally fit. I care as much about the reasoning behind a choice as the choice itself.
Craft
Marks drawn on-grid, type spaced by eye, and color chosen for how it behaves in the real world. The details aren’t garnish — they’re how a young brand earns trust it hasn’t had time to prove.
Consistency
Guidelines and templates as the deliverable, not an afterthought. An identity only pays off if it holds together across packaging, signage, and social long after I hand it over.
Background
A short version of the story
Replace this with your own biography — it’s written as neutral placeholder copy you can edit freely.
I started in a print studio setting type and cleaning up logos, and fell for the part of the job that happens before the file opens — the argument about what a brand is actually for. Since then I’ve built identities for restaurants, skincare lines, hotels, and a handful of software companies.
My favorite projects are the ones where the company is fuzzy and the stakes are real. I like sitting with founders, arguing about the one thing that makes them different, and turning it into a mark they’re proud to put on the door.
Outside of client work I draw letterforms, collect old packaging, and spend an unreasonable amount of time on kerning. Available for a small number of identity and art-direction engagements each quarter.
FAQ
Common questions
Full brand identity systems, standalone logo and wordmark design, packaging and print, and art direction for launches or campaigns. If there’s a real company and a committed founder behind it, I’m interested.
Let’s build a brand worth keeping
Send a note with a bit of context about your company and I’ll get back to you within a few days.