Ethos
Logically
Creative.
10+ years. 150+ brands. Built on the principle that good design doesn't announce itself.
The Swerve
Growing up, I won poster contests and drew manga in the margins of notebooks. I was also good at math — the kind where problems just solved themselves in my head. So I did what made sense on paper: Civil Engineering.
I wasn't bad at it. Logic and structure came easy, and solving problems felt like purpose. But there was a creative itch numbers couldn't reach. Somewhere in that gap I found brand strategy and identity design, and realized it wasn't a departure from engineering at all — just the same discipline, aimed at a different kind of load.
Where I grew up, engineers have a certain status. My family expected one. Choosing design instead read as a step down, something they still don't fully understand. Part of why this page exists is to change that. Not to convince them I made the safe choice. To show them what design and strategy can actually carry, when someone builds it like an engineer.
Great design works like good engineering. Nobody stands on a bridge admiring the load calculations. They just cross it, and it holds. That's the job — not the visible flourish, but the thing underneath doing the actual work of holding everything up.
How I Actually Work
That's the whole job to me. Not one flamboyant idea, but a hundred things done exactly right until the whole thing holds — until the person standing on it never has to think about why it doesn't give.
That's the standard I hold brand work to. Not "does this look good in a deck," but "does this quietly do its job on someone who isn't looking for a reason to feel it."
The Arc
I spent years in other people's systems — studios and agencies where the constraint was real: ship on time, on budget, under scrutiny. Seven AAA titles at Ubisoft. Art Director at WarpCraft. CD at FourStage. That taught me what precision under pressure looks like. Eventually I founded Logo Foundry because I wanted to own the full line from strategy through execution. 10+ years later, 150+ brands in, that's still how I work best — close to the logic, close to the craft.
Proof
When brand work is treated as strategy, not decoration, it moves things.
Off the Clock
I still build things with my hands — fixing electronics, building PCs, modding keyboards, assembling model kits, making the house a little smarter every month. Same instinct as the day job, just without a client brief: take something apart, understand why it works, make it better.
Competitively, I chase the same thing I chase in design: precision under pressure. Diamond 1 in League of Legends, one game from Masters. Top 200 in Teamfight Tactics. Varsity table tennis. Chess when I want the quiet version of the same fight. These days it's more pickleball than ranked queue, but the wiring's the same.
Closing
I'm not the loudest person in the room. I don't need to be — people tend to listen when I do talk, and I'd rather earn that than perform it. What I want you to take from this page isn't polish. It's that this is genuinely who I am and how I work: grounded, observant, deliberate about every decision.
I'm still proving something — to the industry, to the people who expected an engineer, mostly to myself. I'd rather prove it through the work than the words on this page. But this is where you start, if you want to see it.
Now
Open for Creative Director, Art Director, Brand, and Webflow roles. Let's talk →