Welcome to Trajectory.
Stories, ideas and inspiration from a design studio in motion — featuring brand thinking, campaign breakdowns, client work and the occasional personal detour.
The Boards Are Alive: How the NHL’s Digital Dasherboards Became Broadcast MVPs
What began as a distracting experiment has transformed into a dynamic, immersive element of the NHL viewing experience. Let’s explore how digital dasherboards went from eyesore to essential.
Rapid Reaction: It Has To Be Kerned™
Kraft Heinz’s latest summer campaign is a masterclass in lazy branding and sloppy execution. From egregious type crimes to amateur Photoshop, it’s the kind of work that makes seasoned creatives wince—and wonder how it ever got approved.
The Dispatch: Campaigns, Card Stock & Caesars, Oh My!
Summer 2026 starts now, a luxe mail delivery, and new stars light up the designverse.
That time I auditioned for Charlie Brown
In 2019, I auditioned for the role of Charlie Brown on a whim — not knowing that six years later, I’d be directing a full musical. Here’s the story of how one little part helped launch a bigger journey.
DesignNova: The $35 Icon That Transformed Global Branding
The Nike Swoosh is not just a logo. It’s a global symbol of ambition, momentum, and the modern myth of personal greatness.
Creative Survival: Why Art Directors Will Save Us All
In a world racing toward AI-everything, it turns out the most future-proof role in the creative industry might not be the one pushing pixels—but the one pushing vision. A week in, I’m finding out just how relevant the Art Director still is.
Rapid Reaction: Apple’s “a” Game Needs Work
You use the Notes app every day. But have you looked at it? Like really looked at it? Specifically, at that single-storey “a” that just… floats there like a misplaced doodle in an otherwise serious typeface. It’s time we talk about it.
Orbit30: Havin’ a Baby (2002)
Orbit30 takes a look back at standout creative work from the past 30+ years, with one that checks all the boxes: a retro baby shower invite I designed in 2002 for a very special client—my wife. It was playful, personal… and even picked up an award along the way.
Rapid Reactions: The Utah Mammoth Brand Identity
A new NHL franchise. A new name. A new identity. And an all-too-familiar shade of “black for black’s sake.” Utah’s new branding drops with a mammoth-shaped shrug.
Designing for the Blink: Why Clarity Wins at the Shelf
This pierogi story is a great real-world reminder that no matter how great your product is, it won’t sell itself. Not in an environment where people make choices with their eyes first.