That’s where it all started for me, in a 4th-grade classroom in the East Bay, when Michael Pollard walked in wearing brand-new Jordan 4’s. A year later, all I could think about was saving up for a Cincinnati Reds Starter Jacket. I didn’t need new shoes or a warmer coat. What I needed was confidence. A way to belong. A sense of identity, even if I couldn’t articulate it at the time.That’s the power of brand.

It’s what still fuels my work today.

I’m a fractional Head of Design and the founder of the Industrious, an embedded design studio that partners with product and executive teams to build high-craft, functional digital products. With over 20 years of experience at the intersection of design, business, and technology, I’ve led rebrands, launched platforms, shipped products, sold startups, and helped teams raise their game, all without chasing awards or buzzwords.

I’ve always believed design should do more than look good. It should work beautifully, feel intentional, and solve real human problems. That’s why I lead with care, strategy, and hands-on craftsmanship, whether I’m embedded inside a product team or guiding work through my studio.

I don’t try to sell cool. I focus on earning trust.

That means being honest, listening attentively, asking tough questions, and holding the bar high. I care deeply about outcomes, clarity, and building long-term relationships, not just projects.

These days, I live in San Luis Obispo, California (aka the most beautiful place on earth) with my wife and our three daughters. I split my time between client work, a couple of startup ventures, and mentoring founders as an Entrepreneur in Residence at Cal Poly’s Center for Innovation & Entrepreneurship.