I build brands from
nothing, then build the
system that holds them.
Fifteen years in design. I was the founding creative hire at Prezent, an AI communication platform for biopharma: I made the brand from zero in 2021, grew the design function from one person to a team of ten, then led the 2025 rebrand that replaced my own work. Along the way I automated the parts of production that were eating my team alive.
This page exists so you can see the work and the thinking behind it in one sitting, and then talk to me about yours.
Prezent, 2021 to 2026
I built a brand from nothing,
then replaced it.
Prezent hired me as the founding creative hire in 2021. There was no brand, no system, no team. Four years later I led the rebrand that replaced the identity I had made, which is a harder problem than starting from zero because the company was selling every day of it.
What was mine
The wordmark, the palette, and a product architecture where Lite, Standard and Pro each got their own mark instead of three variations on one logo. I set the type system and the composition rules, directed and cut the launch film, and drew the core of the site. I took the hard cases myself, because the cases that break a system are the ones that tell you whether it works.
What I directed and reviewed
Everything the team of ten shipped against it: campaign work, product marketing surfaces, event design, email, video and motion. I reviewed against the system rather than against my taste, so the note was usually "this breaks a rule we set, and here is what the rule protects" instead of "make it bigger."
How the bar moved
One template file sat behind every deck the company sent. That is what made a one to three day turnaround possible, and it is why the brand held while headcount tripled. Prezent sells into biopharma, so every asset routes through medical and legal review: I built those gates into the workflow rather than into my calendar, which meant designers stopped choosing between correct and on time. Every funding round the company raised went out on that brand.
Then I automated my own team's worst week
A 700-variation ad program had been running three designers at six hours a day, five days a week. I rebuilt it so the direction carried the judgment once instead of three people repeating it by hand. It now takes one designer an hour. That is $140,400 a year of design labor down to $1,560, and more to the point it moved those hours onto work that needed a person.
Directed, and in most cases cut, by me. Each piece is here on its own rather than inside a reel, so you can see what it was actually for.
Nine galleries, opening on Behance. Brand, campaign, executive communication, motion and the AI production work.
Design earns its place,
or it comes out.
Interrogate the brief
What was asked for and what is actually needed are rarely the same sentence. Half of bad creative starts by answering the first one.
Commit to a point of view
One idea the work is arguing, stated so a stakeholder can repeat it without the deck. If it could belong to a competitor, it is positioning, not a point of view.
Build the system, not the asset
Anything made once is a favour. Anything made into a system is leverage. The template, the rules and the review gates are the deliverable.
Hand it off and leave
If quality depends on me being in the room, I have not finished. I write the operating rules, teach them out, then let the work run without me.
Fifteen years, in two pages.
Design Director and Creative Lead. Prezent, Tech Data, East Coast Believers Church, Chatter Buzz, and a part-time agency of my own running alongside most of it. Dated history from 2010.