Hi, I'm
About
I've spent my whole career in brand and product design... and that kind of work changes how you see things. You start reading spaces and products and moments before you've even registered you're doing it.
I've been in consumer products. Taught design, too. At some point the noticing just didn't stay inside the work anymore... and I wasn't sure what to do with that.
So I started making videos. Not lifestyle. Not tips. I walked into a coffee shop, noticed something, and needed somewhere to put it. That's still what it is. Coffee became brands. Brands became AI. AI became culture. It keeps connecting because it's really one question... what is this actually telling us, and why does it make us feel something?
When I'm not doing that, I run The Warm Edit. Brand strategy for founders who feel like something's off but can't quite name it.
Watch
I look at things. Coffee shops, brands, AI tools, culture. I notice what most people walk past. Not reviews. Observations. The design decisions, the identity signals, the anthropology of everyday life.
Coffee
What a coffee shop's choices tell you about the brand behind it.
Brand
Reading the signals. Visual identity, positioning, what's working and what isn't.
AI
A clear-eyed look at what these tools actually do, and what they don't.
Culture
Identity, representation, millennial anthropology. The things that shape how we see ourselves.
The Warm Edit
If your brand isn't landing the way you want, or you can't quite see why, that's where I come in.
The Warm Edit is my consulting practice. Three ways to work together, depending on where you are.