I work with brands that want clear, cohesive creative across their identity, apparel, campaigns, and content. Thoughtful storytelling, strong visual direction, and hands-on execution.
Foundation. Expression. Direction.
Any altitude, I'm here to help.
At the core of it all is storytelling. I've spent my career telling these stories through identities and visual language, from e-commerce to campaigns to retail buildouts.
At the core, what I do is storytelling. I just happen to be able to do that across a diverse set of environments, digital and real world. The mediums change. I don't.
Build a surf and lifestyle brand from scratch in a competitive Southern California market. No outside investment, no team, no existing infrastructure.
Designed and executed every touchpoint: brand identity, brick-and-mortar retail space in Manhattan Beach, full apparel line, e-commerce platform, and seasonal campaigns. All disciplines, one person, fourteen years.
An established, recognized brand with a loyal customer base and a complete creative ecosystem built end-to-end.
I always say the reason I did this was I wanted to take my diverse skill set and apply all of it toward one goal, one brand. So I got a couple of boards, modified a baby stroller into a cart, and we were off.
Those two boards turned into a handmade e-commerce site, thanks to my agency roots. A few months later our first location, our very own albeit tiny 633 square foot Waterman Shop.
Over fourteen years and having to move five times, even adding a cafe to the shop for a while, I learned, grew, failed, learned more and grew more. From the fixtures to the clothes, I designed every inch of it. Eventually deciding online was the right next step for us.
I've come to realize my passion and where I truly thrive is the zero to one phase. The build. If you could use someone who's been there, I'm here to help.
If you're in the zero to one phase and could use someone who's been there, I'd love to hear what you're building.
