This is how I made it through college in the early years, and became the designer and strategist that I am today. Ultimately, this taught me to take pride in the quality of my work. Since then, I've been fortunate to help shape some of the biggest brands in sports and entertainment. Now I'm laser-focused on guiding future design leaders to do the same.
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Find the perfect fit between the brand and the customer's wants and needs. In other words, how can your brand be noticed, trusted, and liked by your current and potential customers?
It starts by digging deep. Understanding the business, the customers, the market, and the cultural forces at play. The goal is to surface truths that will guide every decision moving forward.
Positioning is how a brand occupies a distinct and valued place in the minds of customers. It's not just what you say about your brand—it's how people feel about it. This phase identifies the competitive landscape, opportunities, and the sweet spot between customer needs and brand strengths.
This is where purpose, promise, and personality take shape. It's about clearly stating why the brand exists, what it stands for, and how it will consistently deliver value.
A brand becomes powerful when its identity is expressed consistently across every touchpoint. This includes visual identity, tone of voice, and experiences that embody the brand's core ideas.
This is where strategy meets execution, and where customers begin to notice, trust, and like the brand. Activation is about making sure the brand shows up with clarity and consistency in the real world.
In my late teens and early twenties, I bounced between pushing pixels in the classroom by day and pushing brooms at night as a custodian. It taught me to take pride in the quality of my work. Since then, I've been fortunate to help shape some of the biggest brands in sports and entertainment. Now I'm laser-focused on guiding future design leaders to do the same.
"You could say I used to keep the floors swept, and now I keep the type set."
