A Fender loyalist on why protecting a legacy sometimes means resisting the urge to protect it too hard. I’ve been playing Fender guitars since I was 12 years old. My first one was a Squier Strat that my grandmother probably regretted buying the second I plugged it into an amp. I’ve owned other brands since, […]

Supporting people through one of life’s biggest transitions before asking them to become customers. The Challenge I was brought onto the Infinity Insurance creative team shortly after Hurricane Maria devastated Puerto Rico. The timing was purely coincidental. As the months passed, hundreds of thousands of Puerto Ricans left the island in search of new opportunities, […]

“Think about Puerto Rico… where every day is an occasion to enjoy a beer.” Helping American craft breweries see an overlooked market through a different lens. The Challenge A startup importer set out to introduce American craft breweries to Puerto Rico at a time when relatively few had established a presence on the island. The […]

Extending cybersecurity awareness beyond the office by designing communication around people instead of platforms. The Challenge Most corporate cybersecurity awareness programs are built around one assumption: employees have a company email address. For tens of thousands of frontline hospitality team members across U.S. theme parks and resorts, representing more than half of the park workforce, […]

How changing everything except the engineering helped an international proposal feel like it belonged to its audience. The Challenge I was brought into a proposal team at Honeywell to support the design of a government RFP response for an international customer. The engineering was complete. The technical content had been reviewed and approved. One requirement […]

A seasonal training program that used storytelling to make operational learning more engaging without compromising clarity or brand standards. The Challenge Every seasonal event starts long before the first guest walks through the gate. It starts in a training room. For this project, the goal was to prepare hundreds of hourly team members for one […]

Working in communications ruins presentations for you. You stop watching the slides and start watching the room instead. Who’s nodding, who’s lost, who’s given up and started reading three paragraphs of text while the presenter is talking about something else entirely. Do this long enough and you start noticing the same pattern over and over […]

People often ask why I enjoy theme parks so much. Usually they assume it’s the rides, or the shows, or the fact that I spent part of my career working in them. Those things are certainly part of it, but they’re not the real answer. Some of my favorite days in a park have involved […]

I’ve lost count of how many meetings I’ve walked into where I knew something was off before anyone said a word. The slide deck hadn’t been opened. Nobody had started presenting. Sometimes people were still finding seats. But you could feel it. Maybe it was the silence. Maybe it was the way two people avoided […]

A few months ago, I was seriously considering having my son’s next birthday party at Bricks & Minifigs. If you’ve never been to one, imagine a candy store for LEGO fans. Used sets. Loose bricks. Minifigures. Kids building things together. Adults pretending they’re only there for the kids. It checked all the boxes. I’m not […]