I believe the strongest brands are discovered, not invented.
Rooted in Story. Wrapped in Design.
The best branding starts with understanding.
Before I ever open Illustrator, I want to know who I’m designing for. Every community, organization, and small business has a story that’s already there. I enjoy digging into the history, talking with people, asking questions, and discovering the details that make each one unique. Those discoveries become the foundation for the design.
My path to branding wasn’t a straight line. I earned my Master of Fine Arts from the Pennsylvania Academy of the Fine Arts, spent years exhibiting artwork, and have taught art and graphic design for more than a decade. Somewhere along the way, I realized my favorite part of every project wasn’t just making something beautiful. It was learning about people, understanding what matters to them, and finding a way to express that visually.
That mindset has shaped the way I work today. I like asking thoughtful questions, listening carefully, and uncovering ideas that sometimes haven’t even been put into words yet. The design grows from there.
Whether it’s a school district, nonprofit, or small business, my goal is always the same: to create an identity that feels authentic because it truly belongs to the people it represents.