I EVOLVE MODERN BRANDS THAT

SERVE THE LUXURY CONSUMER.

A man with glasses and a beard stands in a wooded forest during sunset, wearing a black blazer and a leopard-print shirt.

I’M WILL.

DESIGNER AND CREATIVE DIRECTOR WITH OVER A DECADE’S EXPERIENCE EVOLVING MODERN, LUXURY BRANDS.

READY FOR WHAT’S NEXT?

THROUGH DISTILLING THE ESSENCE OF WHO YOU ARE AND WHAT YOU REALLY DO, WE TURN COMPLEXITY INTO CLARITY, WITH REAL WORLD PROGRESS AND IMPACTFUL RESULTS.

LET ME BUILD THE VERSION OF YOUR BRAND THAT THE WORLD IS WAITING FOR.

  • Open cardboard box labeled 'STOP TO EXTRAORDINARY'. Inside the box is a booklet titled 'FLIGHT DISCOVERY KIT' showing a modern staircase on its cover, placed on dry grass and casting shadows.

    BRAND WHISPERER.

    In a world of noise and knockoffs, clarity is a superpower.

    Using an archetypal approach to discover fresh insight about your brand’s impact, I guide your team in understanding how everything from brand colors to product offerings affect your overall brand experience.

    Working backwards from this impact, we can more accurately shape our KPIs, budgets and go-to-market strategies, armed with a compelling reason to believe that will exist regardless of market ebbs and flows.

  • Elegant table setting with numerous lit candles in glass holders, a place setting with a menu and napkin, glassware, and decorative elements for a formal event or dinner party.

    TEAM ENERGIZER.

    Our biggest impact is through small, everyday actions. That's where the magic begins.

    Using zero waste principles inspired by Japanese Lean methodology, my leadership is guided by simplicity. I translate big vision into digestible, actionable modules, working cross-functionally to build communication and remove barriers.

    Beginning with the emotional why of the project, I translate that creative direction through mood boards, sketches and 3D design, focusing on connecting, educating and empowering each team for the small decisions that will turn this project into reality.

  • A glass of whiskey with ice cubes on a wooden table, reflecting a logo on the glass and the table surface.

    MASTER OF AESTHETICS

    My design process is rooted in deconstruction.

    Removing all that distracts from the vision, we're left with only the pure. The movement of light, the integrity of materials. When design is stripped to its essentials, it gains presence.

    Immersing myself in your brand’s world, I use a sensory approach to create memorable connection and a sense of belonging, balancing a grounded history with a unstoppable vision for what’s next.

Projects

ROLES

Director of Design. Viewrail

2023 — present

  1. Brand evolution and creative direction including product design, product photography, styling, marketing collateral and the development of new look books and print pieces

  2. Worked extensively across teams to develop project budgets and timelines, KPIs and strategize design-oriented solutions

  3. Designed and created Viewrail’s first showroom: the Viewrail Design Gallery in Westhampton, New York. Showroom design included 20 separate stair and railing displays, selections areas and lobby

  4. Strategized and designed six high impact trade show booths including a 2,800 sf display at the International Builders Show with 80K show attendees

  5. Stair designer for the 2025 New American Home in Las Vegas

  6. Interior designer for Viewrail’s new national office headquarters

  7. Management of remote, hybrid and in-person teams, extensive travel and management of high impact client relationships

  8. Development of all new product color palettes and materials, including training sessions and presentations to drive rollout efficiency

  9. Hosted a series of in-person design-focused talks for architects, designers and other industry professionals

Contemporary interior with a curved wooden partition, a beige armchair, a marble-topped side table, and a modern lamp with two round white bulbs.

Creative Director. Pathfinders Advertising

2019 — 2023

  1. Developed rapidly-evolving marketing campaigns for clients in wellness, beauty, food + beverage, and other B2C / B2B projects. Created go-to-market strategies, directed projects, and oversaw team completion

  2. Analyzed data, strategized with clients, established KPls, and collaborated with team on solutions. Created client proposals and executed them against budgets

  3. Oversaw brand creative (1M total followers) of 12-person social media marketing team. Revolutionized team workflows, boosting team morale and reduced project meeting time by 75%

  4. Photography, videography, and design-based marketing for large-scale clients. Traveled on-site for studio shoots and served as client liaison for large-budget creative projects

  5. Analyzed performance data and trend forecasting, strategized high-performing creative solutions. Transformed brand socials, resulting in 367% increase in saved social content on leading brand

  6. Reimagined influencer approaches, increasing client satisfaction, and landing additional out-of-scope projects

A wooden table set for a meal with various dishware, candles, and an apple, illuminated by warm sunlight

Interior Design + Project Management

2017 — 2018 Bremtown Cabinetry

2014 — 2017 Hope Builder’s Group

  1. Designed bespoke residential spaces for high-end clients. Served as client liaison and point-of-contact

  2. Created project mood boards, sourced and selected materials and fixtures, balancing aesthetic with project budgets

  3. Led project teams, organized subcontractors+ coordinated deliveries. Daily coordination of all departments to ensure on-time completion of projects and client deliverables

  4. Innovated safety improvements and training procedures. Led 100+ safety meetings. Led educational initiatives to learn and apply lean manufacturing principles

  5. Fast-paced inspection of all goods produced for adherence to quality standards. Led quality and improvement initiatives, removing 93% of preventable customer quality issues over a three month special project initiative

  6. Formed teams to solve problems and coordinate the resolution of issues and repairs

A man in a construction site holds a power drill, standing next to wooden framing and stairs, with a serious expression.

“MY DESIGN philosophy is simplicity at its highest form. i strip a concept to its essentialS, and then expand those elements through light, space and SENSORY detail. i design EXPERIENCES rather than objects.” — W

Collection of interior design photos showcasing furniture, decor, and architectural details arranged on a wooden surface.

FOCUS

Black and white photograph of a man with a beard and glasses, standing in front of curtains, with one eye partially covered by a sheer fabric.

VISION

Cultural Forecasting
Transformation by Curation
Deconstructive Approach

BRAND

Holistic Brand Evolution
Archetypal Brand Positioning
Immersive Experiences

LEADERSHIP

Lean Manufacturing
Module-based Workflows
Multidisciplinary Collaboration

DESIGN

Experiential Design
Hierarchy of Needs
Creation by Constaint

Featured by

Publications

Architectural Digest

Coastal Living

Dwell Magazine

Houzz Online

Pattern

Clients / Collabs

Airbnb

Amway Brands

Fellow Products

Snoop Dogg / October London

Tuft & Needle

Locations

Chicago

Los Angeles

Miami

New York

Scottsdale