I was born and raised in Los Angeles, California, where exploration and innovation surrounded me. After coming from an early career in game design, working mainly with Agile management systems, I combined that spirit of innovation with Agile thinking to create my “What if?” philosophy.

Asking myself “What if?” allows me to not get stuck or frustrated as easily, trying to understand what is not working, but rather see problems optimistically and wonder what the work could become. It also opens me up to a greater dialogue when it comes to critique, to become more of a back-and-forth collaboration of “What if?”

It has also opened me up to push past what is known about branding and not fall into cliches, but rather experiment to create something new. Adding bold colors in unconventional places or even using generative systems that create flexible designs. Allowing for conceptual thinking to be at the forefront and core of my branding systems.