Thirty years of brand systems, five ways.

Full brand overhaul, packaging, website, and campaigns — plus the actual hardware: headstocks, nameplates, product-level design most creative directors never touch. Went from a boutique unknown to the undisputed leader in travel guitars.

Reimagined the branding for a legendary rock 'n' roll hotel for a modern audience — website, campaigns, collateral, the whole on-property experience. Named and built out Cavatina, the restaurant.

Built the brand from the ground up — identity, product design, packaging, digital. Later acquired by Qualcomm.

An AI-native creative studio, built as proof that AI and craft aren't opposites. Still figuring out exactly what that means, on purpose.

Founded the studio itself. Fifty-plus brand systems since, still hands-on with every one — which either means he never learned to delegate, or just likes making things.