Outcome
30→98%
Dealership participation
Amp · Automotive B2B Platform
Dealer-network adoption, from a minority of holdouts to the default way of working.
Creative Leadership · Dallas, TX
From Spark To anywhere.
Two decades of chasing sparks until they become things you can watch, buy, or brag about. Creative leadership from the first idea to the final handoff.
One Spark.
Twenty Years of Destinations.
Selected Work
Cimzia Patient UX
From spark to relief
UX & Creative Director
View project
Honda Brand & CRM
From spark to the open road
Creative Director
View project
Luke's Locker Running Ecomm
From spark to the finish line
UX & Creative Director
View projectMichaels Where Creativity Happens
From spark to showtime
Creative Director & Showrunner
View project
Galderma Aspire Rewards
From spark to glow
Creative Director & Product Owner
View project
Tempur-Pedic Snuggle Up and Win
From spark to sweet dreams
Creative Director
View projectSelected Outcomes
The work shipped. These are the numbers that moved after it did.
Outcome
22 to 58%
Less analysis time
iRhythm · TraceQA
Technician review time cut across scan tiers in an AI-assisted clinical workflow.
Outcome
27%
Fewer drop-offs
Cimzia · PatientPath
Reduction in patient prefill drop-off in the first year of the onboarding tracker.
Outcome
5 yrs
In production
Targetbase · Marketing Platform
One multi-tenant platform, four operator roles, live across enterprise clients for five years.
Vision · The Differentiation Era
The most optimized brand doesn't win. The most unmistakable one does.
For a decade, design worshipped conformity. Efficiency beat expression, "don't make them think" became gospel, and every product started to look, feel, and sound like the last one: interchangeable, frictionless, and forgettable.
That era is ending. Modern forces are asking institutions to design for something more honest than friction reduction. The cohorts now entering the market, as customers and as creatives, are demanding meaning, expression, and authenticity, not just speed and scale. To them, sterile optimization reads as a failure of imagination.
At the same time, AI is absorbing the work that can be reduced to a formula. So the brands that win won't be the most optimized; they'll be the most unmistakable. Heart, originality, and a point of view, the things no model can replicate, become the whole advantage.
I call this the Differentiation Era. It's the through-line of my work and of The Church of Design, a point of view I'm developing into a workshop for IBM: that human creativity isn't a nice-to-have in the age of AI, it's the entire competitive edge. My job as a creative director is to help a brand find what makes it unmistakably itself, build the systems that let that distinctiveness scale, and defend it against the gravitational pull of sameness.
Don't leave the world as you found it. And don't leave a brand looking like everyone else's.
About
A designer
who leads.A leader who designs.
I've spent twenty-plus years turning sparks into things people remember. Live crafting shows that streamed to loyalty audiences nationwide. CRM programs that kept Honda owners coming back for the next car. Patient onboarding that cut drop-off by a quarter in year one. Loyalty ecosystems, ecommerce builds, brand campaigns, IA redesigns, design systems held together over five years of feature work.
The thread across all of it is the same. I lead creative organizations and I do the work. I've built teams of fifteen-plus across design, copy, art direction, UX, motion, and production. I've mentored senior creatives into team leads, established critique standards, and set the cultural bar that retains the talent an agency depends on.
I also still open Figma at midnight when something has to be right. Over a hundred prototypes built across Figma, Axure, and HTML. Advanced After Effects and Photoshop. I don't write production code, but I show up to every technical review, ask the questions that matter, and translate design intent into specs engineering can build to.
Earlier career chapters include digital creative leadership at GSD&M, Winnercomm, and Ackerman McQueen, and award-winning work at Temerlin McClain. Clients along the way: AT&T, U.S. Air Force, BMW, AARP, ESPN, American Airlines, Subaru, Match.com, Verizon. Award-winning work regionally and nationally, during the era when agencies were still figuring out what digital meant.
Credentials
IBM Generative & Agentic AI Expert Designer
IBM Enterprise Design Thinking
Product Management Foundations
Tools
Figma
FigJam
Axure
Adobe Creative Cloud
After Effects
Blender
Miro
HTML/CSS
Contact
Let's make
something worth talking about.
I'm open to creative leadership roles, consulting engagements, and the kind of conversation that starts with a hard problem and ends with a plan. Dallas-based, available to travel, and always reachable.