I shape the visual and conceptual language of a project from the ground up; setting the tone, building the references, and making the calls that keep every touchpoint feeling intentional. Good art direction is invisible; you just know something looks right.

I build brand identities designed to grow. That means creating flexible systems with clear rules - for color, type, imagery, tone - that hold together whether I apply them, a contractor, or a junior designer two years down the line.

I lead creative people, not just creative output. That means clear briefs, honest feedback, and building an environment where good ideas can actually surface. I invest in the people I work with, and it shows in the work.

I keep projects moving without losing the plot. Timelines, budgets, stakeholder communication, scope creep. I handle the structure so the creative team can stay focused on what they do best.

I bring a personal visual vocabulary to projects that call for something more bespoke: iconography, editorial illustration, or a full custom visual world. Motion is a growing part of my practice; I understand how to brief it, art direct it, and collaborate with specialists to bring it to life, even when I'm not executing it frame by frame.

Type is never “just” type. I work with letterforms at every scale; from selecting and pairing typefaces to custom lettering and typographic layouts that carry as much feeling as the words themselves.