Hi, Hola, Ni Hao.
When I'm not designing, I'm climbing, playing retro arcade games, chasing my two boys around a playground, or going to concerts with my beautiful wife. I'm based out of Los Angeles, CA and have worked with brands all around the world.
Summary
Creative and marketing executive with 15 years of design experience, 10+ years in senior roles, and a proven record of building high-growth brands in cannabis, CPG, and lifestyle industries. Skilled in packaging, web design, product development, and brand storytelling. Known for blending design and strategy to launch viral products, drive cultural relevance, and increase revenue.
Resume
Big Chief / Marketing & Creative Director / 2019-Present
• Redesigned the Big Chief logo to ensure trademark and brand strength. • Engineered packaging and designed Big Chief’s top-selling SKU that has remained unchanged for over 5 years which has generated millions in sales. • Led the design of Big Chief's flagship retail dispensary in Silver Lake, Los Angeles and setup integrations between Google Business, Weedmaps, and POS system. • Designed unique packaging for newly regulated legal states, and helped expand into alcohol and tobacco. • Oversaw the launch of Big Chief’s Rewards App (iOS and Android), from visual UI direction to promotional rollout using Figma. • Managed all creative assets for new apparel lines, limited drops, and brand collaborations. • Created point-of-sale displays, brand guidelines, and templates for multi-state compliance packaging.
EightBit / Marketing & Creative Director / 2024-2025
• Spearheaded full brand transformation from '8-Bit Buds' to 'EightBit,' including naming, trademark registration, and visual identity overhaul. • Created ‘Bud’ — a mascot that became a cultural and brand icon across packaging, apparel, and marketing campaigns. • Designed and developed a nostalgic, 1980s-inspired packaging system and website experience that tripled monthly revenue in under 6 months of relaunch. • Launched two new Shopify websites supporting cannabis, hemp, and lifestyle product verticals. • Oversaw product development and industrial design for a new vape hardware line that sold over 500,000 units. • Directed go-to-market creative and compliance packaging across four regulated states. • Led apparel and merchandise design from prototyping through production across multiple releases and collaborations.
The Boring Company / Art Director / 2018
• Designed the packaging and inserts for the viral 'Not-A-Flamethrower' product launch, selling 20,000 units and generating $10M in revenue. • Engineered custom-fit foam inserts and dielines without a physical prototype, using CAD data and logic to ensure manufacturability. • Proposed and directed a bold packaging concept that transformed the unboxing into a cultural moment, driving thousands of social shares. • Produced all dielines, print specs, and artwork files for mass production under a tight 4-week turnaround. • Collaborated with engineers and vendors to meet technical requirements across multiple production teams. • Created packaging that became part of the product’s mythology, earning global press from CNN, BBC, Bloomberg, and more. • Gained critical hands-on experience bridging visual storytelling with structural packaging design.
Heineken / Art Director / 2014-2016
• Designed brand assets for major cultural activations, including Coachella, Ultra, the US Open, and the GRAMMYs. • Collaborated with Heineken’s global and U.S. marketing teams to meet fast-paced deadlines across international time zones. • Developed visuals that enhanced consumer engagement with Gen-Z and Millennial audiences during EDM's rise. • Created toolkits and signage tailored for regional activations while maintaining Heineken’s global brand standards. • Supported the ‘Dance More, Drink Slow’ campaign in partnership with Armin van Buuren. • Designed social assets and digital collateral deployed across multiple continents producing millions of impressions. • Known for balancing bold creative expression with strict brand guardrails.
100Bio / Creative Director / 2016-2022
• Led brand and packaging design for 100BIO — the world’s first 100% biodegradable foam container line. • Created iconography, infographics, and packaging systems with clear visual hierarchy and sustainability messaging. • Directed rollout of sales materials including line sheets, POS visuals, and client decks for food service industry. • Worked directly with CEO to shape the brand’s voice and overall creative direction. • Balanced aspirational design with accessible visual language for eco-conscious buyers and distributors. • Designed all digital and print assets used in investor pitches, distributor packs, and trade shows, helping to secure over $XXX in funding. • Helped build 100BIO’s presence as a pioneer in sustainable packaging during peak anti-plastic sentiment.
Just Her, Constant Circles Records / Art Director / 2014-2017
• Rebranded Just Her (Claire Spooner), designing three original logo systems that aligned with her transition from the duo Him_Self_Her to a solo career. • Co-led the visual identity for Constant Circles Records, creating artwork for vinyl and digital releases distributed globally via platforms like Beatport and Spotify. • Designed cohesive promotional campaigns for events and music drops across the US, Europe, and the UK. • Produced branded content and marketing assets tailored for electronic music audiences and underground club culture. • Applied a hybrid art approach using hand-drawn illustrations, paintings, and mixed media composites for cover art. • Built cross-continental workflows to collaborate effectively across time zones, meeting fast-paced release deadlines. • Supported the rise of Just Her as a global voice in deep house and techno, helping visually define a pioneering female-led label.