I started my career as an art director, spending years building campaigns and thinking about brands through big ideas, messaging, and creative platforms. Along the way, I got put on a few branding projects and quickly realized that was the part of the work I loved most. There was something about starting further upstream, figuring out what a brand should stand for and then building the visual world around it.

I think about brand identity like an art director, considering how the whole thing comes together and how it can stretch across campaigns, content, digital, packaging, and everything in between. From strategy to logo design to the favicon, every piece should feel like it came from the same idea.

Here’s a small selection of brand identity projects from over the years. Most of my branding work now happens through Hodag Creative, where you’ll find full case studies, deeper dives into the process, and more recent work.