Over the last decade, I’ve led both agency and in-house teams across dozens of industries, directing brand visuals, optimizing marketing strategies, and spearheading creative initiatives from concept to execution.

I know firsthand that lasting brands aren’t just strategy, or visuals, or messaging—they’re the harmony between them. My work sits at that intersection: helping brands define and refine how they show up in the world, so every touchpoint supports a brand that feels distinct, intentional, and built to last.

In recent years, I’ve focused my work behind the lens, building brand strategy and shaping creative direction. I thrive on-set, overseeing everything from shot lists to lighting, ensuring every visual aligns with the brand’s carefully developed narrative. Outside of work, I capture the world on film, drawn to travel, hospitality, and the thoughtful details that make a place unforgettable.

That perspective is what led me to start Form Theory. A branding & marketing consultancy rooted in the belief that iconic brands aren’t just built, they’re formed through each and every experience. It’s more than a name. It’s the lens I bring to every project: strategic, collaborative, creative, and grounded in the customer’s experience.