PRINCIPLES
1/Good design deepens our experience with the material world. 2/Simplicity is the practice of removing the non-essential. 3/Brand building is the creation of corporate mythology. 4/Design is the creation of intentional change. 5/Impactful design is derived from interrogating and recontextualizing common archetypal and cultural patterns.
LAST UPDATE
April 20, 2025
Experience
Brand is mythology. It's the story a company tells about itself until the world starts telling it back.
For two decades I've built that story for some of the most intimate products in people's lives — the devices in their homes, the screens they reach for first thing in the morning, the assistants that have become part of how they think and plan and move through their day.
As ECD and Director of Brand Creative at Amazon Devices & Services, I shape how Alexa+, Echo, Fire TV, Kindle, and new-to-world products show up for customers worldwide, across campaign, film, motion, spatial design, packaging, retail surfaces, and the annual Fall Launch, where Amazon shows the world what's next.
I'm known for a high creative bar and an intolerance for mediocrity. I lead teams through pressure and ambiguity, and I build creative cultures where taste is a conviction, not a vote.
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