EXECUTIVE CREATIVE DIRECTOR
PEARLFISHER, NEW YORK NY
I am Executive Creative Director at Pearlfisher, in New York City. With over two decades of industry experience, I’ve honed my skills in brand identity, visual systems, packaging, and brand world across diverse categories— ranging from food, beverage, and pharmaceuticals to fashion, wellness, and premium spirits.
Throughout my career, I’ve had the privilege of partnering with both iconic brands like McDonald’s, General Mills, PepsiCo, Starbucks, Colgate, Campari, GoMacro, Diageo, Suntory, and AB InBev, as well as challenger brands such as Brew Dr., Genio Della Pizza, Intelligentsia, Thistle, and Sylva.
As a designer, I’m passionate about transforming big ideas into stories that drive positive business impact. I believe the magic is in crafting the details and breaking rules for the right reasons to truly stand out. As a partner, I see trust as the foundation for creating inspiring collaborative spaces. As a leader, I’m driven to continue to elevate the quality of our work and our partnerships.
What I love most about what I do is the opportunity to work alongside an incredibly talented and thoughtful team of specialists. Together, we dive deep to uncover creative solutions that empower brands to lead with purpose and create meaningful connections with their audiences.
Outside the world of branding, you can find me in the kitchen exploring ways to innovate and perfect recipes, writing and performing music, or using my hands to build, sculpt, and create in some shape or form.
LOOKING FORWARD TO 2025, ARE YOU OPTIMISTIC ABOUT YOUR DESIGN PRACTICE/BUSINESS? MORE GENERALLY, ARE YOU OPTIMISTIC THAT GRAPHIC DESIGN WILL CONTINUE TO BE RECOGNIZED AS BRINGING VALUE TO THE TABLE IN COMMERCE AND CULTURE?
I’m very optimistic about the future of design, both for our practice and for graphic design as a whole. Design is in constant flux — shaped by culture, commerce, and the creative minds who bring stories to life. As long as there are brands and audiences, there will be a need for designers to craft visual narratives that resonate, connect, and inspire.
It’s not an exact science, and that’s the beauty of it: we’re constantly learning, adapting, and evolving. Designers who embrace change and push boundaries will continue to thrive, proving the value of design in helping to shape the world around us.
DO YOU THINK GRAPHIC DESIGNERS HAVE A SPECIAL RESPONSIBILITY TO USE THEIR TALENTS TO MAKE A SOCIAL IMPACT? WHY OR WHY NOT?
I absolutely believe graphic designers have a unique responsibility — and an incredible opportunity — to make a social impact. Our medium is visual language, and it has the power to spark dialogue, inspire change, and leave a lasting impression. By crafting thoughtful, intentional design, we can amplify important messages, shed light on underrepresented issues, and create work that truly resonates with audiences.
While there isn’t a pressure to save the world with every project, even small, meaningful contributions through design can ripple outward. Using our talents for good is both a privilege and a responsibility.
