Design Lead · Brand Strategist · AI Analyst
20 years inside Netflix, YETI, and Hasbro taught me one thing: what brands think they're saying and what they're actually saying are almost never the same thing.
Content Platform
Brand analysis and design psychology — through coffee culture, AI tools, and the objects around us. Public thinking made visible. New content weekly across Instagram, TikTok, and YouTube.
Watch & ReadConsulting
Two ways in: The Brand Read — one focused session, honest outside assessment of what's working and what isn't. Or The Full Edit — a two-week deep engagement if you're ready to go further.
Work TogetherNewsletter
Bi-weekly signal filtering — what actually matters in AI, brand strategy, and design. No hype. No noise. Just the things worth knowing.
SubscribeAbout
I've always been drawn to the beginning of things. The part where something is still being figured out — where there's a startup energy inside a large company, where the room hasn't decided yet what it's making. That's where I do my best work.
Early on I realized I could connect dots that other people weren't connecting — trends to products, cultural signals to what a brand should actually be doing. I think of it as having antennas up. Staying open. Letting inspiration come from the yoga studio, the coffee shop, the real estate deal, the thing that has nothing to do with the brief. That's not distraction. That's how good ideas actually form.
I'm not a sappy creative. I'm a practical one. I see clearly, I tell you what I see, and I help you do something with it.
Netflix
Design Lead, Home
Consumer products & licensed brands at scale
YETI
Director of Industrial Design
Where the brand is the product
Hasbro
Director of Product Design
House of brands — toys, licensed IP, global reach
Real Estate
Investor & Operator
Rentals, Airbnb, experience design & the business of it
Viral AI claims get tested. Real results, documented honestly. Not a review. Not a tutorial. A brand and design strategist stress-testing what AI actually delivers — and what it reveals about the people selling it.
Series in production — subscribe for first accessEpisode 01 · In Production
Can AI take you from idea to published product in one session? Full documentation of what worked, what broke, and what the gaps reveal about the current state of these tools.
Episode 02 · Coming
Subscribe to The Briefing to find out what gets tested next.
Episode 03 · Coming
The series is just getting started. First access goes to subscribers.
Two ways to work together — depending on where you are and what you need.
One focused session. I look at your brand, your positioning, or your AI integration and tell you exactly what I see — what's landing, what's leaking, and what to do about it. You leave with a written summary and clear next steps.
Book a Brand ReadTwo weeks. We go deep — diagnosing what's stuck, building a framework you can actually use, and creating the language and roadmap to move forward. For founders who are ready to restructure, not just reflect.
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