ABOUT
I believe creativity is just problem solving in disguise.
Whether I'm developing a brand strategy, leading a creative team, designing packaging, or building more efficient creative processes, my goal is always the same: understand the problem first, then create the simplest, strongest solution.
I care deeply about collaboration and believe the best ideas rarely belong to one person. My role is to bring together different perspectives, challenge assumptions, and create an environment where great work can happen. Ego has never interested me, building something we're all proud of does.
Beyond design itself, I'm fascinated by optimization. I enjoy improving workflows, refining creative operations, and finding better ways for teams to work together. For me, great creative work isn't measured only by how it looks it's measured by how effectively it solves a problem and how efficiently it can be brought to life.
PROFESSIONAL BACKGROUND
Over the past decade, I've grown from a graphic designer into a Creative Director responsible for leading multidisciplinary creative teams, shaping creative strategy, and building scalable creative operations.
Throughout my career at Wonderbrands, I've partnered with brand, sales, marketing, and executive leadership to deliver creative solutions across packaging, shopper marketing, digital, social media, photography, video, branding, and campaign development for some of Canada's most recognizable food brands.
As Creative Director of Bakehaus, I lead an internal creative agency responsible for delivering hundreds of creative projects annually while building a culture centered on collaboration, accountability, and continuous improvement. Alongside leading creative execution, I've focused heavily on developing team members, improving creative workflows, and creating systems that allow creativity to scale without sacrificing quality.
While my foundation is rooted in design, my greatest strengths lie in creative strategy, leadership, problem solving, and communication. I enjoy translating complex business challenges into clear creative direction, helping teams do their best work, and building environments where both people and ideas can thrive.
I remain highly proficient across the Adobe Creative Suite - including Illustrator, Photoshop, and InDesign. I continue to maintain a hands-on understanding of design, photography, image retouching, typography, and production. That technical background allows me to lead creative work with both strategic perspective and practical experience.