IIt started with handmade cards. I was thirteen, I had a knack for calligraphy, and I'd already figured out the thing that mattered more than either — I loved people, and I loved their stories. Someone would tell me what they were celebrating, and I got to turn it into something they could hold. The cards were never really the point. The story was. I learned early that people don't come back for the product; they come back for how you made them feel — for being truly seen. Nine years and 85+ clients later, most of mine still do, and a lot of them have become people I genuinely care about.

The cards became logos, then brand systems, then packaging and social content. The work followed the world into digital, but the heart of it never moved. I've always been a storyteller — I just tell them visually now. Every brand that comes to me has a story it doesn't quite know how to say out loud yet, and my favorite part of the job is finding it and giving it a form people feel on sight. Somewhere along the way I realized the people I loved working with most were the ones building something of their own — small startups and founders, scrappy and all-in, betting on an idea the way I once bet on a stack of handmade cards. I know that feeling. I've been self-taught and figuring it out since thirteen, so when a founder hands me their thing, I don't just see a project. I see someone brave enough to start. I still begin where I did back then: with the person, and what they're really trying to say to the people they hope to reach. Across 200+ projects — most in CPG, retail, and consumer goods — that's the constant. Understand the story first, and the design has somewhere true to come from.

And I stay. I've worked from inside a marketing team, not just pitched to one, so I know what happens to brand work after the agency leaves — how it feels to be the person actually living with it every day. So that's who I build for: the team who has to love this work long after I've handed it over