LEAD WITH STRATEGY
A fundamental aspect of my creative process involves gaining a deep understanding the target audience and their needs before initiating ideation.

I collaborate with strategy partners to identify and define critical components, including visuals, brand personas, positioning statements, messaging, and strategies to build or expand a loyal customer base. Through this comprehensive process, we crystallize the brand's purpose, values, voice, and tone. With this data, my team and I brainstorm solutions that are not only strategically impactful but also visually captivating.

RAPID VISUALIZATION
Once I have a thorough understanding of the client's vernacular, target audience, and key metrics, I work with my team to generate a wide array of ideas, fostering a dynamic exchange of creative concepts.

I enjoy quickly validating these ideas with pen on paper and exploring multiple concepts without being constrained by fonts, colors, or software. This initial, unrestricted phase encourages us to think broadly and innovatively. Finally, we group similar ideas and then refine and optimize the most promising concepts, arriving at solutions that are both effective and visually compelling.

MILITARY SERVICE
During my eight-year enlistment in the United States Air Force, I learned the value of teamwork, discipline, and dedication. It was during my enlistment, and later as a civilian, that I honed my skills in leadership, team management, and communication. My military service instilled in me a strategic mindset and a commitment to excellence, both of which are invaluable in creating effective and impactful communications.

UNDERGRADUATE AND GRADUATE STUDIES
Beginning with my undergraduate studies in graphic design, my academic journey seamlessly transitioned into graduate studies in art history and later, doctoral studies in anthropology. This progression through diverse fields of study marked the commencement of an enriching voyage of discovery. The convergence of design, art history, and anthropology not only expanded my understanding of these disciplines but also fostered a respect and appreciation for the enduring cultural narratives that connect our past with our present.

CREATIVE LEADERSHIP
My tenure leading award-winning creative teams in New Mexico, New York, and Texas has been instrumental in shaping my leadership philosophy. I have learned firsthand the importance of inspiring, motivating, guiding, and supporting diverse groups of exceptionally talented professionals across various disciplines, all united in pursuit of shared objectives. Moreover, this experience has afforded me the privilege of mentoring creatives, empowering and guiding them to pursue their career aspirations and realize their full potential.

HIGHER EDUCATION
As an Assistant Professor of Graphic and Media Design at Russell Sage College, I had the privilege of shaping the minds of the next generation of designers during their crucial formative years. My role involved imparting essential skills and techniques in ideation, design development, strategy, human-centered design, and production. This experience further solidified my unwavering belief in the profound impact of offering constructive and actionable feedback.

LEADING CREATIVE TEAMS
My journey towards creative leadership has been a rollercoaster of experiences—exciting yet frustrating, fulfilling yet disheartening, exhilarating yet infuriating. Along the way, I've had the privilege of collaborating with inspiring individuals who imparted invaluable lessons on creativity, leadership, pitching, and more. Conversely, I've also encountered leaders whose missteps in management served as cautionary tales.

Throughout these ups and downs, I've gleaned wisdom from every encounter, every situation, every success, and every failure. This book serves as both a tribute to the industry that has shaped me and a roadmap for the aspiring creatives who yearns to lead. It's a heartfelt guide, crafted with the intention of providing the next generation with the advice and insights that I wish I had received when embarking on my own career journey.