This isn’t a portfolio.
It isn’t a studio site.
It isn’t a “here’s what I can do for you.”
This is me — my philosophy, my approach, and the way I think about creativity, brand, and the responsibility of the work. I’m a Creative Director and Mentor — not a gun for hire. I’m here for the meaningful stuff: clarity, craft, and soul.
I’ve spent my career where creativity, commerce, and culture meet — building brands that don’t just sell, but mean something. I’ve founded agencies, built brands, and led creative direction for icons like New Balance, Brand Jordan, Specialized, and Pepsi. From global launches to crafted one-offs, the throughline has always been the same: creativity only matters when it’s rooted in something real — a sense of purpose that goes far deeper than aesthetics.
I’m hands-on by instinct and strategic by nature — as comfortable sketching a concept as shaping a global brand story. For me, creativity isn’t decoration; it’s direction. It’s how brands earn meaning, protect heritage, and find their place in people’s lives.
Over the years, I’ve learned how to balance creative ambition with commercial reality — growing brands responsibly while protecting what makes them distinct. The work I lead connects purpose with performance, emotion with effectiveness, craft with commerce.
I’ve been lucky to work closely with some of the world’s most influential lifestyle and performance brands. But my career has never chased noise or fleeting trends. It’s been about building brands with depth — brands shaped by intention, integrity, and a long view of culture.
WORK THAT’S HONEST, CULTURALLY AWARE, AND BUILT TO LAST.
Mentorship sits at the heart of my practice.
I care deeply about helping the next generation develop their own voice — with rigour, curiosity, and confidence — because, to me, creativity only moves culture forward when it’s shared.
LISTEN LOUDLY. HOOVER UP CULTURE WITH INTENT. TUNE IN TO THE DETAILS, THE SUBCULTURES, THE SIDE CONVERSATIONS. ABSORB MORE. SPEAK LESS. LET WHAT YOU HEAR CHALLENGE AND SHAPE YOUR PERSPECTIVE.
Creativity still has the power to change everything.
If you believe that too — let’s make something that matters.
These aren’t just skills - they’re principles that are central to, and guide, every decision, every strategy, and every story we build together.
Translating global vision into market-specific growth while protecting heritage and brand equity.
Ensuring creative storytelling reflects craftsmanship, authenticity, and long-term desirability.
Delivering measurable results with full oversight of multi-million-dollar budgets, P&L, and ROI-driven campaigns.
Leading integrated brand experiences across retail, wholesale, e-commerce, and digital platforms.
Building and educating high-performing teams grounded in creativity, inclusivity, and accountability.
Trusted advisor to senior leadership, partners, and industry influencers, shaping reputation and market positioning.
Deep experience across premium sectors (sport, design, outdoor, and fashion) sectors, with sensitivity to heritage storytelling and craftsmanship.
Creating enduring collaborations with athletes, makers, and cultural leaders that expand reach and relevance.
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