Back to Creative Director, Director of UX
I help organizations become brands people believe in.
Too often, brand, UX, creative, and marketing operate independently. The strongest brands are built when these disciplines work together. I help align these disciplines around what customers value most, creating brands that are more meaningful, more memorable, and ultimately more valuable.
Over the past 20 years, I've helped organizations, from Columbia Sportswear to Fortune 500 enterprises and growth-stage companies, transform their brands through creative leadership, customer experience, and strategic design.
Brand Strategy + Customer Experiences + Performance Marketing = Stronger brands + Business growth.
2020 - Present, Creative. UX. Brand. Working as one.
Director of Technology | Creative Director – Royal Cyber
I bring together my experience as a Creative Director, UX Director, and Brand Strategist to create more connected solutions. From the NICE brand identity to SnapShop, an AI-powered search experiences that combine computer vision and machine learning, I take a holistic approach that connects brand, experience, and business outcomes.
This period in my career confirmed my belief that without alignment among brand, UX, creative, and performance marketing, true potential cannot be realized.
2010-2020, Brand strategy becomes central to the creative process.
Director of UX | Creative Director – Columbia Sportswear
Building the DTC brands for Columbia, Sorel, Mountain Hardwear, and Montrail required more than designing great digital experiences. It meant aligning every customer touchpoint into a cohesive brand that built trust, loyalty, and long-term growth.
This period in my career showed me the power of a shared brand strategy that aligns the brand, UX, and marketing teams.
2000-2010, Making iconic brands relevant again.
Senior Creative Director – Sears, Creative Director – AOL
Revitalizing brands like AOL and Sears required more than a visual refresh. Both needed digital strategies that built on decades of brand equity. The key was rediscovering what customers already loved: trusted content for AOL and unmatched selection and service for Sears, and bringing those strengths into the digital age.
During this period in my career, I learned a valuable lesson: that even the biggest brands can fail if they stop evolving and being relevant to their customers.
1990s, Building a foundation in brand identity.
Principal | Creative Director – Via, VP | Creative Director – Wolf, Blumberg, Krody, Senior Designer – Addison
My career began with designing brand identity systems, integrated communications, and consumer packaging. For PG&E, I created identity programs that reshaped customer perception. For Citicorp Savings, I unified a fragmented brand under a single visual system. For Zilog Semiconductor, I developed an integrated communications program that brought brand consistency across every customer touchpoint, and for P&G, Quaker Oats, and Coors, I updated their brands and packaging systems.
This period in my career laid the foundation of my lifelong pursuit of the art of branding. I learned that if done right, a brand can become an important part of the fabric of customers’ lives.
