Some days I direct. Some days I design. Every day I make sure the work means something.

There’s a difference between managing creative work and actually understanding it. It’s about the instinct behind a typeface choice, why a campaign feels off before you can say why, and what a team needs to do their best work. I’ve spent 15 years on both sides of the process, as the person creating the work, and as the one responsible for it “working.”

Brand strategy, creative direction, team leadership, integrated marketing. I don’t hand it off and hope. I’m invested in it.