I audit complex creative systems, build the roadmap, and lead the team that delivers it.
I am Executive Creative Director and partner at Dreamspace. For 25 years I have led creative, digital and brand teams through global launches, platforms and products. Today I work with executive teams and funded startups as a consultant: a focused audit, a clear roadmap, and hands-on leadership of the execution.
Brand ecosystems are the through line.
I started as a designer and became the person who connects design, technology and production under one brand idea. Over 25 years I built and led Dreamspace USA and GRAFX, working across New York, Istanbul and India with about 180 people, plus more than 200 senior freelance specialists brought in project by project.
Most organizations I meet do not have a talent problem. They have a brand that has outgrown its parts. Product, marketing, events, web, partners and agencies each do good work, and it does not add up to one experience. I find where the system breaks, set the roadmap to fix it, and lead the team that rebuilds it.
That is why my work runs from a climate philanthropy and a national EV brand at CES to a global sports game and a corporate perks platform. The industries change. The problem does not: one brand, many surfaces, one standard.
Three steps. Each one stands on its own.
You can stop after any step and keep what you paid for. Most clients start with the audit.
Systems audit
About 3 to 4 weeksI map how your creative, product and brand work actually runs today, where it breaks, and what that costs.
- One page system map
- Findings on structure, workflow and quality
- Executive readout with the top priorities
Roadmap
About 4 to 6 weeksA phased plan your leadership team can approve, with the team, budget and governance to carry it out.
- Phased plan with owners and sequence
- Team structure and staffing plan
- Budget, risks and AI guardrails
Embedded leadership
Monthly, as long as you need itI lead the creative effort as a fractional executive, with a team from Dreamspace, GRAFX or your own people.
- Fractional creative or experience lead
- Weekly executive reporting
- Delivery through my teams or yours
The audit and the roadmap belong to you. Take them to any team, including your own. If you want me to lead the build, that is a separate agreement.
Brand ecosystems that hold together
A brand is not a logo. It is the identity, the website, the campaign, the product and the room, all behaving as one. I build the system first, then lead the teams that carry it into every channel.
Bezos Earth Fund
Brand and website for a global philanthropy committed to climate and nature.
View projectBranding and campaignCenter for Discovery
A brand and campaign for a national leader in care and education.
View projectExperienceMarriott
An interactive hallway installation built around an AI data simulation.
View projectBranding and webBioHax
Brand identity and website for a biometric technology company.
View projectLaunchHonda Civic Type R
Launch event for one of the most recognized performance badges in the world.
View projectBrandingALED Technologies
Brand identity for a technology company entering its market.
View projectDigital storytelling and launches at global scale
When a brand has one moment on a global stage, the story, the digital experience and the physical build have to work as one system. I lead the creative team that designs it, builds it and runs it, with Dreamspace for design and GRAFX for production.
Bezos Earth Fund, brand launch
We launched the brand and website for a global philanthropy committed to climate and nature.
View project
NBA All-World, global marketing and launch
The worldwide launch campaign for a licensed mobile game, from branding to out-of-home placements.
View project
Togg at CES 2024
A 10,000 square foot booth that earned industry recognition at CES 2024.
View project
Center for Discovery
Brand and campaign for an organization serving children and adults with complex disabilities.
View projectAlso: Togg at CES 2023 and the Togg Mega EV Factory groundbreaking ceremony.
Platforms and products that keep the business running
Redesigning a platform while the company keeps selling is the hard part. I map the whole system first, release it in phases, and keep one creative team accountable for the result.
A corporate perks platform
Redesigned in phases while the company kept selling. Used by more than 70% of the Fortune 1000.
Read the case study
NBA All-World, the mobile game
From player cards to the full game UI, led across a team of more than 15.
Read the case study
A major entertainment franchise game
R&D, logo and more than 200 game UI screens.
Read the case study
A multi-brand retail group
Hired to run creative, then built the in-house agency and the operating system behind it.
Read the case studyAlso: Needs Map, a humanitarian platform in Turkey that I led as Executive Creative Director.
Spatial computing and emerging technology
I help leadership teams decide what new technology means for them and what to build first. My work spans spatial interfaces, AI-enabled workflows and the research behind both.
I lead the room, not just the work.
The work above took designers, developers, producers, fabricators and event crews working across companies and time zones. My job is to make that group one team with one standard: clear decisions, honest reporting and nothing lost between disciplines.
That is also what you get behind me. Dreamspace for digital, brand and experience design, and GRAFX for production, post and 3D, with live events from Istanbul to Las Vegas to Munich.
Who this is for
A good fit
- Executive teams at mid-market and enterprise companies with complex creative, product or brand systems
- Funded startups ready to professionalize product, brand and launch
- Companies planning a major launch, platform rebuild or new technology bet
Not a fit
- Ad hoc design requests with no decision maker involved
- Projects chosen on lowest bid
- Teams that want a vendor to build to a fixed spec
How an engagement begins
A 30 minute discovery call to understand the situation and the decision in front of you.
A written scope and proposal within three business days.
The audit starts, with access to the people and systems it needs.
An executive readout, then your decision on the roadmap.
Tell me what you are trying to fix.
Thirty minutes is enough to tell you whether an audit makes sense.
Request an executive discovery call