Designed through Experience.

With over a decade of experience, I’ve built brands from the ground up—shaping launches, campaigns, and visual systems that balance strategy with soul. While rooted in the bike world, my approach adapts across industries to help businesses grow with clarity and creative edge.

  • Every detail should feel connected. I build brands like systems—balancing storytelling, strategy, and design to create thoughtful work that feels unified across every touchpoint.

  • The best brands aren’t static—they grow. I design with flexibility in mind, laying a strong foundation that can scale and shift as business needs and markets change.

  • Intentionality leads to momentum. By taking the time to get the core right—your voice, visuals, and goals—we create efficient solutions that move fast because they’re built on clarity.

A multi-page brand guideline document for a bicycle company, featuring design concepts, color palettes, logo variations, photography styles, and brand voice principles.

GT Bicycles Refresh (2024)

To mark a new era, GT Bicycles needed a brand refresh that honored its legacy while signaling a new era with an elevated direction. We repositioned GT as a rider-first brand with tunable, sophisticated product—retaining its iconic energy with a new focus. The result: a familiar but forward-looking identity built for the next generation of Good Times.

GT Connect App | Dealer Recruit & Customer Service App

Shortly after GT shifted to a D2C model, we launched GT Connect—a post-purchase support app that links online customers with local shops for assembly and service. It served as a dealer recruitment tool, offering labor compensation and incentives for joining the GT network. GT Connect streamlined customer support and strengthened retail partnerships for clear omni-channel solution.

Demo Tour & Event Presence

Product Catalog

Close-up of a bicycle wheel with a glowing blue rim against a black background.
Black and white logo with a stylized 'R' and 'S' inside a diamond shape, with the words 'RIM SAVER' underneath.

Rim Saver (2024)

Rim Saver is a rider-engineered tire insert built to simplify a niche corner of the mountain bike world. We created a bold, standalone brand and logo that could speak directly to riders familiar with industry pain points. With tidy typography, a minimal palette, and a performance-driven but approachable tone, the identity reflects the product’s engineered simplicity and rider-first design.

A bicycle wheel floating with rocks and debris around it against a black background.

Packaging & Illustration

We designed simple, clear packaging that makes a technical product easy to understand. With a clean layout, custom illustration, and a custom box, it was easy to produce, ship, and display—covering all needs in one smart setup.

Digital Assets

A beige corduroy baseball cap with a dark blue brim and a blue embroidered logo on the front, featuring a stylized circle with a wheel and geometric design.

Merch Production

To celebrate GT’s 50th Anniversary in 2022, we created a year long celebration through art direction and asset production, sourcing artists and collaborators who shared a passion for the brand. From apparel and events to promotional materials, we built a cohesive campaign that honored GT’s legacy while setting the stage for what’s next.
The result: a unified, high-energy experience that brought every part of the brand together.

GT Bicycles 50th Anniversary

Graphic celebrating 50 years of GT Bikes, featuring the number 50 with wing-like design elements, and text indicating 'GT Bikes Since 72' and '50 Years of Good Times'.
A vintage-style illustration celebrating 50 years of GT bikes, featuring various cyclists performing stunts and riding bikes, with a lively background of fans and scenery, primarily in yellow and blue tones.

Illustration: Adi Gilbert

GT Bicycles tshirt with graphic designs featuring a 80s BMX racer wearing yellow and blue gear, riding a blue bike, and the word 'Bicycles' in stylish script. The background includes a large letter 'GT' and black, yellow, and blue color scheme.

Illustration: Thomas Le Deluz

Shaping stories through creative direction—

collaborating with artists, photographers, and filmmakers to bring a shared vision to life.

A colorful custom BMX bicycle with red, blue, and brown parts, set against a blue background with a comic-style speech bubble that says, "Sweetest Ride on Earth."
A black children's bicycle with a small front basket against a dark blue background with yellow stars and a cartoon illustration of a robot character wearing a helmet with a unicorn horn and flowing hair on the right side.
Front view of a yellow BMX bicycle with black grips on the handlebars, a red brake cable, and a black front tire against a blue background.
Close-up of a light green mountain bike frame with a black RockShox rear shock, chainring, and rear tire against a blue background.
Two navy long-sleeve shirts with white graphic designs featuring a legend BMX rider and logos with text 'PRO PERFORMER' and 'GT 1984' on both shirts, laid flat on a light gray surface.
Close-up of a black mountain bike frame and front suspension fork against a dark background.
A man carrying a mountain bike at an outdoor bike event with tents and flags in the background wearing a cool long sleeve shirt
Close-up of a person in a white jacket with bike diagram and text on the back, wearing a black helmet, a custom designed t-shirt, looking at mountain terrain with a clear blue sky.
A teal-colored GT brand mountain bike with black tires, set against a blue gradient background.
Folded black T-shirt with a colorful graphic design featuring playful characters and words, placed on a white background with a repeating pattern of skulls, sunglasses, and lightning bolts.
Close-up of a custom BMX bike decorated with a character face resembling a chocolate donut with sprinkles, set against a yellow wall with colorful cartoon drawings of birthday cake and clouds.

Ready to work together?

Whether you’re building a brand, refreshing your visual identity, or shaping a meaningful space—I’d love to hear what you’re working on.

Fill out the form to set up for a 30-minute discovery call to discuss your next project.