I grew up in hip-hop, a culture that taught me how identity works before any design course could: who you are has to read in a single glance, from across the room, on a stage, in a photo that circulates for years.

I've spent 20+ years building brands that stay consistent across every touchpoint.

Through Eliantte — one of the most recognized custom jewelers in hip-hop — I designed luxury pieces worn by Lil Wayne, Travis Scott, MUSTARD, Rich the Kid, and City Girls. That work was featured in TASCHEN's NYT-bestselling publication ICE COLD: A Hip-Hop Jewelry History. The work has been covered by GQ, TMZ, and BET.

In 2009, I designed a logo for a streetwear brand called Slowbucks. Snoop, The Weeknd & Rick Ross wore it. Nipsey wore it. Seventeen years later, that logo is still generating inbound; clients find me because they spent years trying to track down who designed it. That's what a brand identity is supposed to do: keep working long after the invoice is paid.

I also spent 11 years working for Apple, operating inside one of the most disciplined brand systems in the world. In 2020, I conceived and led a public mural at Apple Manhasset. Designed it, got it approved at the leadership level, and built it by hand with other talented employees from across stores. It was amplified by Apple's VP of Environment, Policy & Social Initiatives, and Ebro Darden of Apple Music.

Here's what all of that taught me: jewelry, murals, logos, album covers are the same discipline. The work has to hold up at every scale and keep meaning something years later. Most design is built for the launch. I build for the decade after.

If you're a founder who treats brand identity as an asset and not an expense, we should talk. See the work →