Case study 01 · Concept · Campaign · Identity · Art direction
The brand is the plane — and I named it.
Shooting the lead photograph, I pulled a monsoon cloud from my library and began a composite. The identity was born in that composite, and the name came out of it — The Monsoon. The palette was already on the aircraft; the weather was already in the frame.
Case study 02 · Concept · Product design · AI direction
A finance app doesn’t have to feel like a tax form.
Eleven themes, full palettes at verified parity. Making it something you’d want to open is a retention decision, not decoration — the same eye, pointed at a spreadsheet’s job.
Case study 03 · Concept · Systems design · Color science
A photograph becomes the ground the interface sits on.
ARC is the modern skin, and my design. You pick the image and the palette is generated from it, so no two installs look alike — a brand system built to survive being handed to the audience. An insulator holds high tension so it never arcs; ARC is where that energy shows.
Case study 04 · Concept · Brand extension · Photography
The mark goes inside the instrument — and the instrument names the product.
They had a mark. What they didn’t have was a way to look like anything. Never laid on top of the shot — sited inside it, so the tool does a second job. Calipers measure, so the calipers are Testing Tools. A wrench secures, so the wrench is Security. It ran on their site for ten years.
Case study 05 · Concept · Aerial cinematography · Creative direction
Two minutes cut from flights across three states.
I flew it, shot it and cut it. Not a client brief — a body of work flown, cut and scored to its own argument.
Case study 06 · Concept · Design · Photography · Print production
Six panels, three tries at one of them, and no undo.
Two commercially released records for AM-I-AM — photography, sleeve design and print production. The only object on this door you can hold. Everything else here renders; this got cut, folded and glued, so the file has to carry where the blade lands and how far the picture runs past it. The credit is printed on the back of both records, which is why this page quotes it rather than claims it.
Case study 07 · Concept · Advertising · Photograph and copy
Writing to the room the ad gets read in.
Menu inserts for Rakhman Jewelers, running in the Cheesecake Factory — handed to someone already sitting down, mid-anniversary, deciding whether to order dessert. The photography is the part people compliment and the easier half. Writing to the placement is the part that cannot be faked.
Case study 08 · Concept · Consulting · Studio design · Photography
They hired me to build the studio. Then they kept me to shoot in it.
The deliverable was the room — the thing other people would work in after I left. They saw the results and kept me on to shoot some of it too, which is the whole argument for why the room mattered. Polished metal against white is the case where there is nowhere for a mistake to hide.
Case study 09 · Concept · Identity · Brand systems · Art direction
A logo is the easy part.
Thirteen marks, one hand — a gallery, a radio station, a cookbook, a renewable-energy firm, two software products and my own two businesses. The work is deciding what a mark has to survive: a favicon and a trade-show banner, a black ground and a white one. Every one went out on the same sheet with its palette declared as swatches rather than described, so the client approved the colors and the drawing together.