BORN LIMITED EDITION.
I turn brands, places + big ideas into worlds people want to be part of.
Strategy is only interesting to me when people can feel it. I build identities, experiences and ecosystems that turn audiences into participants—and ordinary touchpoints into places people remember, return to and sometimes don’t want to leave.
Explore the work ↘THE WORLD INDEX
Choose the problem.
Enter the work.
Different briefs. Different audiences. Same obsession: building something people can feel, use, remember and move through.
BELIEF
When a brand needs more than a logo.
ADOPTION
When strategy has to move through people.
BELONGING
When place needs to feel like somewhere.
PARTICIPATION
When audiences need a reason to step in.
SYSTEMS
When a big idea needs structure to survive.
SELECTED WORLDS / 01—05
Some problems need
more than a campaign.
They need a world around them. Strategy, identity, experience, systems and enough gravity to make people want to step inside.
Enter world ↘
Enter world ↘
Enter world ↘
Enter world ↘
Enter world ↘
BORN LIMITED EDITION / NOT MASS PRODUCED
I was never going
to make work that
knows how to behave.
LIMITED
I’m interested in the moment a strategy stops being a document and starts changing how people move, participate, belong and remember.
That usually means I’m somewhere between brand strategy, experience design, creative direction and systems thinking— asking inconvenient questions until the idea becomes something people can actually feel.
I’ve built brands, programs, digital ecosystems, membership experiences, campaigns, community activations and the occasional thing that didn’t have a useful category until we made one.
The through-line isn’t an industry. It’s transformation.
REBEL
Question the default. Find the assumption nobody else bothered to challenge.
LOVER
Make people matter. Build for connection, usefulness and the reason anyone should care.
CREATOR
Make the idea tangible. Give it language, structure, texture and somewhere to live.
Different brief.
Same refusal to make
something forgettable.
A FEW RECEIPTS / THE WORK MOVED SOMETHING.
Strategy should
leave evidence.
A small sampling of outcomes from work designed to move people, participation, funding and systems.
The Audacious 100
Built a live giving campaign around a simple $100 ask, real-time progress and immediate recognition—turning audience energy into more than $6,000 raised in roughly one hour.
BLACK DIAMOND WEEKENDB-Force Accelerator
Helped build the positioning, identity and funding materials that supported B-Force in securing its first $1M in funding— with materials that continued to be reused in later years.
B-FORCEBuilt on the referral.
More than 800 paid clients and students served across BrandSmash, consulting and educational work—with approximately 90% repeat business and virtually all new work arriving through referrals.
BRANDSMASH STUDIOEngagement at scale.
Managed a year-round portfolio of community events, fundraisers, sponsorships, school partnerships and nonprofit relationships across eight McDonald’s locations.
GIAIMO MANAGEMENT / McDONALD’SA community engine.
Rebuilt the fundraising function across five restaurants, creating recurring partnerships with elementary schools across four cities plus approximately 50 churches, nonprofits and community organizations.
CICI’S PIZZAONE LAST THING
If the work needs a world
around it, a stronger point
of view or something that
doesn’t quite exist yet—
I’m interested.
I’m open to the kinds of opportunities that need senior strategic thinking, creative range and someone comfortable working between the idea and the machinery required to make it real.
Brand. Experience. Marketing. Communications. Programs. Community. Systems. My best work tends to happen where a few of those things collide.