The challenge wasn't just growth—it was maintaining creative integrity at that velocity. We evolved the brand from a lightweight identity into a robust system capable of supporting dozens of product launches, campaigns, and touchpoints. And we did it all in the open: designing, optimizing, and codifying on the fly. Just continuous evolution under extreme pressure.

That experience taught me what I'd been learning throughout my career: great brands need creative ambition and organizational pragmatism.

Now I bring both: the ability to direct big creative ideas and build systems that make them sustainable at scale.