My interest in graphic design began in my teens, inspired by my love for skate culture, punk rock, and the rebellious spirit of graffiti. I found freedom of expression in these forms of artistic mischief, helping me develop a creative identity that embraced rebellion, curiosity, and my Hispanic/Latino roots. My beginnings were humble: playing in bands, making skate t-shirts, MySpace pages, logos and gig posters for the punk/hardcore scene. From there, a genuine passion was born, which led me to pursue graphic design as a profession. I am a graduate of the Sullivan Institute of Design and Technology in Louisville, KY.

Eventually my design journey led me to Zappos — one of the most beloved and recognized brands in e-commerce — where I held a creative leadership role for 11 years, helping build something legendary. There, I touched nearly every corner of the brand: leading design for major partnerships with Nike, Ralph Lauren, PUMA, Sam Edelman, and Crocs, building visual identities for sub-brands like 6PM and VRSNL, and producing everything from brand collateral and campaign creative to email systems and site design. If it needed to be designed, I probably did it.

Most recently I was at Neato—an Inc. 5000 e-commerce startup and rising force in the accelerator industry — training the design team on advanced Figma prototyping, building AI-driven workflows to speed up production without sacrificing craft, leading the prototype work behind winning RFP pitches, and building brand design systems from the ground up to keep creative production consistent and scalable across the studio.

What I do best is elevating brands: taking something flat, generic, or overlooked and making it look polished, intentional, and downright bad-ass. I obsess over the craft: the weight of a typeface, the balance of a layout, but mostly, the visual "holy sh*t" gut-punch that makes a brand impossible to ignore. I move just as easily between traditional mediums like illustration and hand-lettering as I do with AI-driven workflows.

I live in Las Vegas with my wife Amanda and our dog Leo. Still a hardcore kid, huge guitar nerd, fitness enthusiast and lover of nature.