A designer's eye.
A mind that finds a way.
The long way around taught me how to move straight through.
I didn't arrive at design by staying in one lane. I came up through years of leading people, solving problems in real time, and learning what makes customers pay attention, along with what makes a business actually work. That foundation still shapes everything I create.
Over more than 15 years in creative work, I've learned to zoom all the way out and get all the way into the details. I can find the idea, build the system around it, and stay with the work until it earns its place. Because strategy is only valuable when it survives contact with the real world.
My philosophy is simple: start with possibility. Ask better questions. Use whatever tools the problem calls for. When the obvious route closes, make another one. Make it clear. Make it useful. Give it enough personality that people remember it.
Let's start a conversationEvery good thing starts with a possibility worth chasing.
I'm drawn to the moment before the answer is obvious: the question no one has solved, the problem everyone has learned to live with, or the idea that could become something much bigger.
That is where I get to work: questioning, testing, shaping, and pushing until possibility becomes something clear, useful, and impossible to ignore. That is Ruff Draft: see what it could be, get your hands dirty, and keep going until it matters.
The road
here.
Marketing Manager
Hi-Line, Inc.
I own the work from the first question to the final rollout: brand direction, campaign strategy, design, copy, sales tools, training, and implementation. I connect departments, turn business problems into clear creative direction, and use AI when a better process needs to be built, not merely discussed.
Creative Team Lead / Senior Designer
Hi-Line, Inc.
I led the creative team without stepping away from the work. I set the standard, guided designers, and built brand systems, catalogs, training materials, and the pieces behind a broader brand modernization. The role taught me that direction carries more weight when you are willing to make alongside the team.
Lead Graphic Designer
Primary Color, LLC
I moved ideas from concept through production across vehicle wraps, environmental graphics, signage, and collateral. Designing at that scale sharpened my eye for systems, materials, and details that have to hold together beyond the screen.
Production Art Director
Eyemart Express
I turned technical product information into clear, useful customer experiences through design, illustration, layout, photography, and print production. The work demanded visual storytelling that could educate, guide decisions, and still feel simple.
Store Manager
ExxonMobil / Phillips 66
Sixteen years on the front line of business taught me to lead teams, serve customers, make decisions under pressure, and keep demanding daily operations moving. That chapter built the practical foundation beneath my creative work and taught me to judge every idea by how well it works for the people using it.
A full creative arsenal.
Adobe Creative Suite is the foundation. Frontier AI tools such as Claude and ChatGPT expand how I think, research, write, prototype, analyze, and solve. A constantly evolving mix of generative tools gives each project exactly what it needs. Strategy, design, systems, automation, and experimentation all live within reach.
I do not collect tools. I put them to work.
See the tools in actionTools change. The standard doesn't.
BFA in Graphic Design, Art Institute of Dallas.
AAS in Sports Medicine and Fitness Technology, Utah Career College.
Technology keeps moving, and so do I. What stays constant is the judgment to choose the right tool, the taste to know when the work is good, and the persistence to carry it across the finish line. Learn fast. Choose well. Push further. Then make it matter.
A brand to build. A story to tell.
A problem worth solving.
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