SELECTED WORK

A career spent making outdoor brands matter.

Selected work from more than two decades of growing brands, launching products, and shaping the messages that connected with people who live outside.

CASE STUDIES

WOOX

SAFARI CLUB INTERNATIONAL

CASE STUDIES

WOOX

01 / CASE STUDY

WOOX

CHALLENGES

Generate interest in a new, one year old company producing premium products for a niche market. A minimal budget, leadership with a low tolerance for anything outside of social media, products that could not be advertised on social media or search engines.

SOLUTION

The company’s premium products appealed to high net worth consumers, a demographic that consumes traditional media over social media. Advertise in premium print publications with distinctive, unexpected creative.

Introduce pricing tiers with products that turn consumers that aspire to purchase into customers and fans for life.

Lean into content to affect search engine rankings and organic growth.

RESULT

Increased e-commerce sales 110%, delivering the company’s highest revenue year in history.

Raised B2C Average Order Value 23% while managing U.S. assembly and distribution to achieve the lowest labor costs on record.

Led the most successful new product introduction in company history. The entire year’s inventory sold out in 45 days.

Launched content-first initiative that reduced reliance on low-ROI social media, improved search rankings, and drove sustainable website traffic.

FEATURED WORK

GLADIATORE

CHALLENGES

Reach an avid audience of firearm enthusiasts with a strong concentration of high-net-worth consumers. The creative needed to stand out in a publication whose readers and editors expected more from advertisers.

SOLUTION

Advertise in Field Ethos while the publication was still new and generating tremendous excitement. Create distinctive, interesting advertising that respected the publication’s editorial ambition rather than treating the page like a standard ad placement.

RESULT

The Field Ethos team told me this was the first ad they had not sent back to an advertiser for a redo. The featured product then sold out six weeks after the advertising ran, consuming a year’s worth of inventory.

creative by Immortology

FEATURED WORK

FURIOSA

CHALLENGES

Consumers were actively looking for products that were not necessarily made in America, but were definitely not made in China. The challenge was to address that sentiment directly without softening the message.

SOLUTION

Take the challenge head-on with an advertisement built around a bold headline and a clear statement of the product’s position. The creative made the sentiment impossible to miss.

RESULT

The product became unavailable for six months while production caught up with demand.

SAFARI CLUB INTERNATIONAL

CASE STUDIES

WOOX

SAFARI CLUB INTERNATIONAL

SELECTED WORK

ARCUS HUNTING

CROSMAN

SELECTED WORK

ARCUS HUNTING

CROSMAN

SELECTED WORK

ARCUS HUNTING

CROSMAN

How I Work

I use brand strategy, creative direction, digital product thinking, and emerging technology to move ideas from rough concept to something people can actually see, use, and understand.

My work has covered brand systems, e-commerce, websites, product launches, customer experience, content, and marketing programs. More recently, I’ve been using AI-assisted tools and lightweight development platforms to move faster from an idea to a working prototype, a useful internal system, or a public-facing product.

The tools matter, but the judgment matters more. The job is still to understand the problem, find the clearest answer, and make the thing work.

Capabilities

Brand and Creative Direction

I help shape the idea before it becomes the execution. That includes positioning, naming, visual direction, campaign concepts, content systems, and the decisions that keep a brand from becoming a pile of unrelated pieces.

Digital Products and Websites

I work across websites, e-commerce experiences, landing pages, product selectors, and digital tools. The goal is not simply to make something look finished. It should be clear, useful, easy to navigate, and built around what the audience needs to do next.

Marketing and Communications

I’ve worked across campaigns, product launches, editorial content, social, email, print, television, and sales-support materials. The format changes. The underlying question does not: what needs to be understood, remembered, or acted on?

AI-Assisted Workflows

I use AI to accelerate research, writing, prototyping, analysis, automation, and production. It is useful for getting from a blank page to a real working draft, testing different directions, and handling repetitive work. It does not replace judgment, taste, or responsibility for the final result.

Product and Prototype Development

Some ideas need a campaign. Some need a website. Some need an app or a working tool before anyone can properly evaluate them. I use lightweight development and no-code platforms to turn early ideas into usable prototypes and testable products.

Current Tools

My current working stack includes:

• Framer for websites, responsive layouts, and interactive page development.
• Rork for developing and testing mobile app concepts.
• Cursor for code-assisted development, iteration, and technical problem-solving.
• SuperGrok, Vellum and other AI systems for research, analysis, ideation, knowledge organization, operational workflows and support.
• Things, Slack, Asana and related tools for organizing projects, assignments, and cross-functional work.

• An ol' fashioned notebook and pen.

This is not a list of every tool I have ever opened. It is a snapshot of the systems I use now to move work forward.

The Throughline

The common thread is practical creativity.

I like the part where an idea is still rough, the answer is not obvious, and the work has to become clearer through doing. Sometimes that means defining a brand. Sometimes it means rebuilding a website. Sometimes it means figuring out whether an app is useful enough to exist.

The tools change. The work is still about making something clear, useful, and worth someone’s time.

NEXT CONVERSATION

Have a project to discuss?

Get in touch