I've spent 15+ years building brands that actually stand for something — as a Creative Director, art director, and visual storyteller working across some of the most demanding accounts in the Bay Area and beyond.

Then AI showed up. And while most of the industry was either panicking or prompting blindly, I got obsessed with figuring out how to use it well — meaning: without losing the creative judgment that makes a brand worth following in the first place.

Turns out, design thinking is exactly what AI workflows are missing. Knowing why something looks right, how a brand voice holds together, and when something is off — that's not replaceable. It's the thing that makes every system I build actually work.

I'm based in the SF Bay Area. I believe good ideas can come from anywhere — human, machine, collaboration, or at 2am. What matters is knowing the difference between what good and what’s generic.