I help brands find their truth & turn it into something people want to believe in.

Where It Starts

I’ve led brand overhauls, campaign launches, and creative teams for companies you’ve definitely heard of—and a few you probably haven’t. Either way, the approach is the same: get to the heart of the thing, make it mean something, and build it to last.

This site houses some of what I’ve built, what I believe, and what keeps me curious. Strategy. Stories. Music. Culture. All of it matters because it all bleeds into the work.

What I believe

+ Branding isn’t decoration. It’s navigation.

+ Taste isn’t a bonus. It’s a competitive advantage.

+ Good creative makes noise. Great creative makes sense.

+ Use AI. Just don’t outsource your gut. That’s where the taste lives.

+ No one buys ideas they don’t feel.

+ Knowing your audience isn’t a bullet point. It’s the blueprint.

The Work So Far

I’ve spent 15+ years building brands from the inside out. CPG giants. Nonprofits with real stakes. Startups trying to find their voice. I’ve pitched. I’ve led. I’ve rebuilt. I’ve been in the room when the idea lands and in the room when it doesn’t. I’ve won some awards along the way, not because I chased them, but because the work hit where it needed to. But I’m not here to sell you highlight reels. I’m here to show you what I’ve learned. Where I’ve bled. What stuck. And what mattered.
I’m based in Houston and proud of it, and a partner at 5+8, a creative agency that builds brands with backbone.

What Grounds Me

I’m a proud dad to two incredible girls who remind me daily what actually matters. I’m lucky to share this life with my beautiful wife, who keeps me steady and sharp. I run to stay clear. I watch movies to stay curious. Comics, art, the outdoors those are part of how I see the world. I love to cook. I find peace in the process, in the rhythm of it. And somewhere along the way, I became an ice cream maker too. Small batches, strange flavors, a little joy frozen into every scoop. I grew up between Guatemala and the U.S., split between languages and cultures that shaped everything I believe about people and perspective. I’m proud to be bilingual. I’m proud to call Texas home. It’s where my roots are, and where story still carries weight.