Why I Finally Hit Refresh on My Portfolio
For years, updating my portfolio sat at the bottom of the to-do list. Not because I didn’t have work to show—but because I was completely absorbed in creating it.
My time as Creative Director at JW Player (now JWP Connatix) was the crown jewel of that stretch. When you’re shaping the visual identity of a world-class, global tech brand, the projects have a way of consuming your focus. From leading a full-scale rebrand to building a new corporate website to orchestrating major event experiences, I was steering creative work that touched nearly every corner of the company. These weren’t one-off projects—they were large-scale, cross-functional initiatives designed to elevate a global brand in front of clients, partners, and investors. (See the rebrand, website, and JW Insights).
But the story of my portfolio isn’t just JWP. Alongside that chapter, I’ve had the chance to collaborate with brands closer to home that carried just as much creative weight, though on a different scale.
Hunky Dory Record Store was about channeling the soul of a local music hub into a vibrant brand identity and environment that reflected the community it serves (see project).
Pinetop Distillery asked for a visual system as refined as the craft spirits they produce—melding heritage, storytelling, and design into a cohesive brand experience (see project).
Each project—whether a global tech company or an independent distillery—demanded the same principles: clarity, consistency, and creativity that could scale. What changed was the context. For JWP, the challenge was maintaining a unified voice across continents and platforms. For Hunky Dory and Pinetop, it was about authenticity, community, and crafting an identity people could feel connected to.
Looking back, it’s clear why my portfolio went untouched for so long: I was building brands, not documenting them. But now feels like the right moment to gather those stories, show the strategy behind the visuals, and finally bring them together in one place.
Refreshing my portfolio isn’t just about catching it up—it’s about honoring the work, the clients, and the creative challenges that shaped me over the past several years.
If you’re looking for a designer who can bring the same level of clarity and consistency to your brand—whether global or local—let’s talk.