When my daughters ask what I do for a living, I give them a different answer every time. They’re still too young to understand brands, business, or why someone would hire me to imagine what could exist before it does. One day I’ll probably tell them I design stories that help businesses thrive.

I’ve spent the last twenty-five years creating brand narratives for organizations like SpaceX, Nike, Stanford, Ben & Jerry’s, Meta, and many others. The work has taken many forms. Campaigns, platforms, films, decks, products. But it has always started from the same place: finding the idea worth building.

I move comfortably between disciplines. Strategy and craft. Writing and design. Systems thinking and intuition. Human insight and AI. I’ve learned the most valuable kind of creativity is the one that feeds from those intersections.