Brand Strategy & Design

How I think about it

Brand to me is the gut feeling someone has the second they see your name — on a truck, on a hat, on a billboard, on a hard hat. My job is to make that feeling intentional instead of accidental.

I start with the people. I interview leadership, walk the jobsite or the floor, talk to the front line, and find the language the company already uses for itself. The brand has to feel like the place, not like a deck. From there I lock the visual identity: type, color, logo behavior, photography rules, voice, and the do/don't list every vendor will need.

Then I push it into the physical world. Box truck wraps, billboards, stadium signage, trade show booths, hard hats, hoodies, business cards, signage on the building, gear in the field. If a customer or a recruit can see it, I want it on-brand and unmistakable.

And I do it in-house. I shoot the headshots, design the collateral, art-direct the merch, and own the vendor relationships. That keeps the brand tight, the spend low, and the rollout fast.