As Creative Director at Branded Bills, I led a cross-disciplinary team of over 30 staff creatives, managers, strategists, production specialists—in addition to a remote support team—through a pivotal stage of brand evolution. My focus was twofold: elevate the brand’s visual identity and strengthen its internal culture, connecting craftsmanship, creativity, and community through cohesive storytelling. I oversaw the development of a refreshed brand guide that modernized the company’s aesthetic and codified its mission, vision, purpose, and values. Through this, we defined the behaviors and standards that shaped how our teams collaborated and showed up, inviting authenticity and pride into every layer of the workplace. Working alongside the Director of Product Development and E-Commerce Manager, I helped craft intentional narratives around our products, tying fabric innovation and design integrity back to Branded Bills’ Arizona roots. From naming new product lines, writing product description copy, to collaborating with legal teams on trademark strategy, every detail served a larger story about quality, character, and community.

To strengthen creative operations, I implemented systems to unify our marketing, photography, and design workflows, ensuring brand consistency from concept to customer experience. We introduced processes for color accuracy across product photography, standardized communication among creative departments, and built rhythm between product development and marketing teams. A notable part of my role included forward-thinking IP strategy; anticipating characters and stories entering the public domain and leveraging them to create culturally relevant, limited-edition product runs featuring icons like Steamboat Willie and King Kong. Ultimately, my work at Branded Bills was about elevating the whole: transforming a homegrown brand into one that led with craftsmanship, clarity, and cultural resonance—proving that quality and creativity still carry real weight in a crowded market.

Below are a few featured collections of new headwear products, leather patches, and Branded Bill’s entry point unto fully custom developed above-the-waist apparel offerings that I oversaw creative, messaging, marketing, and successful launches of alongside my team.