Creative Leader
& Designer

Brand identity systems, visual language, brand guides and campaign key art for restaurants, consumer products and entertainment properties.

I believe the true value of a digital product is in its ability to feel inevitable—an experience so intuitive and fluid that it seems to have designed itself. Like a timeless song, it arrives complete, effortlessly concealing the work behind it.

The challenge of distilling a mission statement, idea, goal, or just a quick promotional message into a concise and memorable graphic element is something I truly enjoy. Especially the collaborative part and also the arrival at a product that both client and designer are happy with.

Responsive websites, landing pages, and e-commerce experiences that balance strong visual storytelling with clear conversion paths. I focus on typography, pacing, and user flow so every page feels intentional and on-brand.

Out-of-home, publication advertorials and spreads, POP collateral, retail marketing, experiential, direct mail and full-scale publication layout — including the 2016 Costa Mesa Visitors Guide and several comprehensive company strategy guides.

Art direction across CRM, GTM campaigns, photoshoots, owned channels, POS, experiential and promotional material. Design and front-end development oversight for hi-visibility conversion pages, eCommerce landing pages and SEO-driven properties, plus direction, design and data visualization for board meeting and sales conference presentations.

Role: Creative Director. I lead the creative team for the Fender Play digital subscription business — briefing, RFP, selection, oversight and on-boarding of creative production partners, photographers, agencies and freelance; art direction for GTM campaigns, photoshoots, performance media, social, owned channels, POS, experiential and printed promotional material across all physical product; design for and oversight of front-end development for hi-visibility conversion pages, eCommerce landing pages and SEO-driven properties; and direction, design and data visualization for board meeting and sales conference presentations. Still lifestyle photography credit Rennie Solis.

Role: Art Director. Fender Songs gives you instant access to chords and scrolling lyrics for any song on Apple Music. Practice your favorite songs on guitar, ukulele and piano with real-time, scrolling chord charts and voicing. Build Setlists to group songs and structure practice time, and use helpful tools like metronome, backing tracks, speed slow-down and capo mode.

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Directed the full creative strategy for the FAT Brands Franchise Summit 2024 at the Wynn Las Vegas Convention Center, hosting 2,000+ franchise partners, operators, suppliers, corporate sponsors and staff. Spearheaded end-to-end creative for the 2022 & 2024 summits, transforming 200K+ sq. ft. into a fully branded, immersive experience — leading theme ideation, key art concepts, and production of hundreds of print and digital assets from guest badges to oversized wraps and a custom 75-foot digital screen centerpiece. Managed all creative vendor relationships across agency production partners, print vendors, AV teams, hospitality, talent management and sponsorship groups, and wrote and produced a thematic :60 animated hero piece with award-winning studio Pixel Park.

MISSION STATEMENT: to create genuine, un-interfered and original music by exploring the freedom of, and constantly building upon the experience gained from home-recording. Gunmetal is not confined to a particular genre, but acts more as a label under which I can place original material that is separate from my more commercial stuff.