Concept first. Craft always.
I build brands that know where they come from and use it.
I've been making things since before I knew what to call it.
Grade school, I was the kid filling sketchbooks when I should have been paying attention. I didn't know that was design yet. I just knew I couldn't stop.
Ten years of professional work later, one thing is clear: the visual is only as strong as the thinking behind it. A logo doesn't sell a product. A brand does. And a brand is built on knowing what it stands for, where it comes from, and who it's talking to before a single mark gets made.
I've led creative at Carl's Jr. and Taco Bell. Built packaging systems for The Bruery. Designed a franchise's entire 10th anniversary identity around a concept rooted in the worn edges of original hockey programs from the sport's earliest days. That project was called Ephemera. It's the kind of work I'm built for.
Currently Senior Designer at the San Diego Gulls. Always running APCreative for the brands I believe in.
The Bruery and Offshoot Beer Co.
Design Lead → Senior Designer → Creative Manager, 2019 - 2023
Led creative for 200+ product launches across craft beer, membership programs, seasonal releases, and retail. Built scalable brand frameworks supporting national distribution and DTC growth.
Stone Brewing
Designer, 2015 - 2016
Designed barrel-aged packaging and seasonal merchandise. Co-led branding for the Stone Berlin launch and European market expansion.
APCreative
Founder, 2017 - Present
Independent brand identity and packaging practice for CPG, food and beverage, spirits, sports, and lifestyle brands.
