As a founding principal of Factory Design Labs I did it all: new business development, operations, and creative direction and design. As the business grew, I recognized that our advertising and lifestyle design expertise was our strength, so I made sure we capitalized on it. Factory was and still is, recognized as having a uniquely young and edgy approach to advertising and design; a style that resonates with the hard-to-please youth demographic. Under my leadership, Factory began to gain national recognition.
I established teams that specialized in the consumer niche markets of entertainment and action sports. Factory’s client base expanded as I brought in new business, and by the end of 1999, our clients were primarily in the consumer lifestyle and entertainment movie industries. Brands for consumer products are my specialty. This requires keeping the pulse of a specific demographic as well as the ability to quickly adapt brand identities as trends changed.