My path runs from in-house, through agency years with luxury brands on retainer, to enterprise work today. The craft came first: identity, lettering, editorial, print, all of it hands-on from day one. Large-scale rollouts taught me what actually breaks, and it's rarely the creative. Everything since has been about building what the work depends on: the systems, the guardrails, and the teams left able to run them.

Today that means enterprise accounts and global brands, with everything that scale demands. The approach stays consistent: understand the brand, make the right decisions at the start, and build the structure everything runs on.