I connect the dots others miss.

Hi, I’m Craig, Design Director, Product & Brand Strategist. I lead teams to build products and brands that move people.

“Craig will elevate your brand, your team, and your outcomes.”

— Mark Watterson, Chief Product Officer, iFIT

01. recent work.

A profile designed to motivate.

Neurodivergent by design.

02. project selects.

NordicTrack ad campaign

NordicTrack POP redesign

03. about.

I’m a polymathic Design Director and Strategist with 20+ years of consistently trying to figure out what makes humans tick.

My approach? I personally create solutions that blend complex human insights with tangible outcomes. I lead by setting a clear path and enabling teams to truly own their work, ensuring the vision lands precisely. I get excited about unraveling tricky problems, building the best work out there, and finding the joy in the sheer absurdity of it all.