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Watson didn’t begin with a business plan, investor pitch, or perfect name. It started in a moment of real life—my father was dying, and I had just left NIKE after more than a decade. I bought a URL, not thinking it would become what it is today. And yet, here we are. If I’d known, I probably would’ve picked a different name. But over time, I’ve come to appreciate the weight of it. When your name is on the door, there’s nowhere to hide. It brings a different kind of accountability—every project, every hire, every relationship reflects back on you.
This agency isn’t led from behind the curtain. I’m in it—on calls, in reviews, in the room. You’ll probably meet me first, and you’ll see me often. I didn’t set out to build an agency, but I’ve poured myself into this one. What I bring isn’t flash. It’s lived experience—building brands at scale, freelancing from a drafty attic, learning from loss, leading through growth. I believe in good work, good people, and showing up when it matters. And while there’s a longer bio below, this place has never really been about me. It’s about the team, the culture, the wins, the failures, and the way we keep moving forward.
Before Watson existed, I was deep in it—working on Fortune 50 rebrandings at Lippincott, then spending over a decade at Nike shaping the brand, initiatives, campaigns, category-defining products, and world-class digital experiences from the inside out. Some of the most collaborative, detailed, and hands-on work I’ve had the privilege to be part of.
I cut my teeth in New York, designing at Lippincott before heading west to join NIKE’s creative team. Over the next 11+ years, I played a key role across the brand—shaping product for 43 retail seasons, 5 Olympic Games, 52 professional athletes, and helping lead the evolution of NIKEiD into a category-defining customization platform. Somewhere in there, I studied nights to earn my MBA.
Then life shifted in 2012. I left NIKE to care for my father, who was fighting cancer. That pause led to something new. By 2013, I was teaching at local universities and freelancing out of a drafty attic in Portland.
Today, that attic has grown into Watson—a multidisciplinary studio with roots across the West Coast and a team of researchers, strategists, designers, developers, and storytellers. My goal is simple: build one of the best creative studios on the West Coast and work with people who care deeply about what they make.
My client list spans industries and continents—collaborating with brands like Apple, EA Sports, PlayStation, Disney Marvel, LEGO, Pendleton, Audi, and over 50 professional sports teams. Just as often, I’ve partnered with local startups, built brands from scratch, supported national nonprofits, and led state and federal agency work—proving that meaningful design isn’t about size, it’s about substance.
I currently serve on the Advisory Board for the School of Design at Oregon State University and regularly lecture at major universities including Yale, NYU, and the University of Washington. My work has been featured in over 50 publications, 7 documentary films, and even at MoMA in New York. I graduated with honors from OSU, having turned down the President’s Scholarship to RISD in order to stay with NIKE and pursue the work I believed in.
