Rose Centeno.

Apparently, “make it pop” is still a brief. Somewhere between that and “we’ll know it when we see it,” I actually build the thing, whether it’s a brand, a campaign, UX, or a digital experience. I ask inconvenient questions and fuss over the microscopic details most people never notice but would absolutely miss. Give me a tangled brief or a brand that’s lost its personality, and I’ll start pulling threads. I take the craft seriously. Myself? Depends on the day.