Every since I was a wee lad, I’ve loved art. You see, my dad is a sculptor. For most of my life, I got to see how he approached the creative process, the applause when something worked, the excitement of having a sculpture cast in bronze, go through the process of patination and ultimately delivered to the gallery. Of course, with all this, the struggles of marketing and selling his work. Eventually, this played a massive role in the realization, and passion for proving, that creative aesthetic alone does not sell a product. Instead, the delicate balance of design, understanding the buyer, well thought out strategy and consistent execution creates the most significant impact and results possible. Executing any one of these independently and in a silo only leads to leaving opportunity on the table.
For over 20 years, intending to fulfill this balance in the best ways possible, I have fulfilled the role of creative director, business strategist, and experience designer for a wide array of agencies and brands. In each of these experiences, I have used them to hone the balance between the creative process and a brand’s business objectives. By keeping the overall buyer experience at the center of this balance, I’ve used it to elevate brand adoption, marketing and sales, and the user experience.
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