I became a Brand Architect specializing in naming, creative strategy, and building brands from the ground up. Sometimes, I rebuild them. And sometimes, I simply support existing brands & creative teams with the ideas, campaigns, and one-off concepts that keep them on track.

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Whatever the case, my role is always the same: help brands figure out who they are, what they sound like, and come up with creative they can execute on, take ownership of, and embody.

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For me, the true genius of great creative in advertising isn’t about outspending. It’s about outthinking. Consistently, methodically and intentionally.

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That’s not a philosophy I stumbled upon. It’s one I’ve earned through decades of trial, error and lived experience.

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I was among the first students to attend Miami Ad School in the early ’90s. Since then, I’ve worked as a Copywriter, Creative Director, and Executive Creative Director for in-house agencies, ad agencies, design firms, and private clients all over the U.S., but mostly in Las Vegas and Los Angeles.
 

I’ve partnered directly with founders, restaurateurs, real estate developers, and operators to name brands, build brands from scratch, reimagine existing ones, and craft the kind of storytelling that connects businesses to their consumers. Naming, in particular, is where I totally geek out. There’s something about distilling an entire brand down to a word or two that makes me giddy.

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A great name is the foundation for everything. When it’s right, things flow. When it’s wrong, you're constantly looking for a new plumber. 

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I also discovered how much I love growing and mentoring in-house creative teams during my time as Executive Creative Director at Caesars Entertainment, where I helped shape a team of 100+ designers, copywriters, art directors, and production artists supporting more than 50 resort destination brands nationwide.

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In just over two years, my team and I launched Caesars New Orleans, Caesars Danville, Caesars Republic Lake Tahoe, Caesars Rewards Visa, Caesars Palace Online Casino, Horseshoe Online Casino, and The Vanderpump Hotel. We led communications for Super Bowl LIX with Caesars as the title sponsor, managed enterprise-wide Formula One branding, rebranded GO Pool at Flamingo, overhauled meetings and trade show communications, and produced tens of thousands of creative assets for broadcast, print, direct mail, and social media for one of the most recognized and diversified hospitality portfolios in the world.

 

Today, I work with companies as a Fractional Creative Director and Brand Consultant in the hospitality space, bringing senior-level creative leadership without the overhead of a full-time executive. More importantly, I bring the perspective of someone who’s spent nearly three decades building successful brands for others, and building my own along the way.

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That’s not just rare for a career creative – it’s the unicorn. I’ve spent more than three decades mastering the craft of art & copy, and two of those decades putting it into practice as an entrepreneur.

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Back in 1999, I created the first bikini waxing shop brand in the country for my wife, and eventually built a first-of-its-kind line of personal care products around it. More than 25 years later, the brand, the shops, and the products continue to thrive.

 

The original investment was $6,000. We spent less than $10,000 over the life of the business on traditional marketing, and I ultimately sold the brand’s original three-letter name (BOX®) for just shy of $1M.

 

That's how I proved brands don’t need massive budgets to survive – they just need a great storyteller.​​

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Speaking of stories, this isn’t everything. But hopefully, it’s enough to give you a sense of my voice & style, so you can figure out if I’d be a good fit for your next project or a solid partner in building your creative team.​