Think big. Think disruptive.

I love a good startup. It’s what this business is all about – helping a company define itself, disrupt a market, and succeed. The key is breaking through the noise and the seemingly infinite ways a customer and investors can spend their time and money. The goal is to create an emotional connection through brand – understanding who your audience is, why your product should matter to them, and clearly conveying your “why” with a unique voice.

Turning strategy into something tangible is what I do: developing brands that give customers something to believe in and investors something to rally behind through identity systems, packaging, messaging, and experiences that feel authentic and earn attention in crowded markets.

Over the years I’ve worked on some notable startups: In 1993 I helped brand Citrix prior to their public offering in 1995. In 2002, I followed Iacobucci (Citrix’s co–founder) to a new startup, Jetson Systems (DayJet), an on-demand airline service. When my client, Motorola, dropped Air Apparent in 1995 as part of a downsizing process, I was tapped by the startup Absoft (Emergin) to help rebrand and market this product (acquired by Philips in 2007 for 75 million). In 2016, I created branding and marketing materials for Fielding Homes, a subsidiary of Crescent Communities, who was later acquired by Sumitomo Forestry (a 320 year old company!), along with Crescent Communities, for $370 million, in late 2018. Currently, I am designing private label “Challenger brands” that once launched successfully compete and sometimes outsell the national brands.

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