Seek to understand the overlooked.

Apply to make the world a better place.


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As a creative director, Alex is best known for incubating sub-culture brands with anthropological perspective, white-space innovation and startup mentality.

Philosophy

Just try it. Plan for what you want to accomplish, then work towards making it better. Constantly push, evaluate and learn until you have to ship. 

Be decisive. Don’t over think it. Make the best decision with the available information. It’s OK to be wrong — learn from it. 

Make it personal. Put yourself in the customer's shoes and make something that you would find interesting. 

You are what you make. Constantly challenge yourself to make better and more compelling work.

Be specific. What is the problem? What is the goal? Who is the audience? You won’t know the path forward until you answer these questions.

About Alex

Alex was born and raised in small farming town in the central valley of California, where on a clear day, Half Dome is seen on the horizon. Growing up within equal proximity to The Sierra Nevada mountains and the Pacific Ocean, his rural eyes were opened to wild places and cultures. They influenced his life pursuit to seek out and understand subculture lifestyles and their values. It’s a calling that is always apparent in his work, with nuanced details threaded throughout. He balances the need to appeal to the masses and staying true to his mission.

As a creative director, Alex is best known for incubating sub-culture brands with anthropological perspective, white-space innovation and startup mentality. In the past seven years, he’s worked with Fortune 200, privately held and startup companies,  understanding each of their nuances (and politics).

An avid listener of NPR’s ‘Wait, Wait… Don’t Tell Me’, Alex also enjoys surfing, road tripping, inspiration hunting, camping and riding motorcycles - anything to discover and understand more.

Services

  • Creative Direction
  • Photography
  • Consulting
  • Brand Alignment
  • Trend & Market Research 
  • Artist / Partner Relations
  • Curation
  • Product Development
  • Merchandising 
  • Exhibitions/Trade Shows
  • Environments
  • Installations