I work across creative, technology and production teams to help them speak the same language.
In a nutshell, i’m a creative technologist.
What i do well is leverage my understanding of market trends and user experience to translate business goals into digital products.
How to build a brand
Here i talk strategy and tactics of some of the best brands in the business — oh and i score them too.
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Starlink provides high-speed, low-latency satellite internet connectivity, focusing on underserved and remote areas. Its mission is to bridge the digital divide by delivering reliable internet to regions where traditional networks…
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Doodles is a community-driven Web3 brand that focuses on creating joyful, hand-drawn characters and digital collectibles. Known for its vibrant, pastel-colored art style and unique characters, Doodles has grown to…
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Rivian is an American electric vehicle manufacturer focused on redefining sustainable transportation with adventure-ready, all-electric trucks and SUVs. The brand’s mission is to create innovative, environmentally conscious vehicles that enable…
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Crumbl Cookies is a specialty cookie bakery known for its rotating weekly menu of unique, freshly baked cookies. The company combines high-quality ingredients with an innovative flavor rotation, creating an…
My Thoughts
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Making magic for a new generation, Google Gemini
For Google, Gemini is their next leap from turning queries into conversations, succeeding Bard with a promise of a new kind of exploration. Partnering with global design studio Porto Rocha, their goal was to make Gemini the Google Magic for a new generation. A goal that required Google to reclaim the Spark. Read more
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Sam Altman, Jony Ive, OpenAI vs. iyO
Just weeks after i wrote about OpenAI’s acquisition of Jony Ive’s hardware startup LoveFrom to form a new joint venture called “io”, iyO (IYO Inc.), a smaller wearable-tech startup founded by former Google engineer Jason Rugolo, filed a lawsuit on June 9th in the Northern District of California. The complaint alleges that OpenAI, along with Sam Altman and… Read more
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Brand is a system, Cadillac finally has one
Cadillac needed to rethink what it meant to be Cadillac in the first place. A brand that once stood for status, innovation and American optimism had watched the world move past its most iconic cues. Chrome and tailfins weren’t going to carry them into an all-electric future, and their next generation of drivers wasn’t looking… Read more
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Sam Altman, Jony Ive, OpenAI and the shape of what’s next
What happens when one of the most influential designers of our generation takes the reins at one of the most transformative tech companies on the planet? We’re about to find out. Sir Jony Ive, the mind behind the iMac, iPhone and Apple Watch is officially stepping into a creative leadership role at OpenAI, bringing his… Read more
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For the next generation of travelers, TripAdvisor
Founded in 2000, Tripadvisor was born from a simple idea that the best travel advice doesn’t come from guidebooks or glossy brochures, but from people who’ve actually been there. For over two decades, travelers have used TripAdvisor to share their honest opinions, posting over 830M contributions and helping more than 460M people each month navigate… Read more
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Creating AGI that benefits humanity, OpenAI
When OpenAI first burst onto the scene as a non-profit research lab, their identity felt almost incidental, a collection of scattered fonts, mismatched icons and a logo that hinted at promise without fully articulating it. As the team behind ChatGPT watched usage surge from a modest experiment to nearly 800M WAU (122.6M DAU), it became… Read more