Brand Strategist & Creative Director
with 15+ years building brand identity systems, experience strategy, and go-to-market creative for enterprise financial institutions, national retail brands, and growth-stage ventures. Known for translating complex business problems into clear brand strategy — and clear brand strategy into design that performs. Equally at home defining positioning and leading visual execution. Practices AI-augmented strategy — using Claude and emerging tools as thinking partners for research, analysis, and brand problem-solving.
Proud member of AIGA, the professional association for design.
Experience
Principal — Brand Strategy & Creative Direction
Maciocha.Design (Nov 2023 - present)
Visual Designer
Navy Federal Credit Union (Feb 2023 – Oct 2023)
Lead Product Designer
Outdoorsy (Oct 2021 – Dec 2022)
Senior Principal Designer
Shift Technologies, Inc. (Mar 2020 – Jun 2021)
Principal Designer
Capital One (Aug 2016 – Feb 2020)
Digital Art Director
Home Front Communications (Mar 2014 - Jun 2015)
Art Director
Virid Retail Solutions (Jan 2008 - Jan 2013)
Skill Set
Education
Adobe Creative Suite (Photoshop, Illustrator, XD, Premiere Pro, After Effects, Acrobat)
Collaborative design and prototyping tools Figma and Sketch
Project management platforms Asana, Jira, and Monday
Copywriting and content creation
Human-AI collaboration
Cornell University, Ithaca, NY
Brand Management Certificate Program
Brand positioning, value proposition design, competitive strategy, brand equity management. Leveraged AI tools including Claude for data interpretation, research synthesis, and strategic frameworks throughout the programDESIGNATION Digital Design School, Chicago, IL
Certificate in Human-Centered Design and UX MethodologiesSUNY University at New Paltz
Bachelor of Arts • Dual degree in Visual Arts & Art History
Graphic Design, 20th C. American and European Art & Design
My Approach
Brand isn't a logo or a campaign. It's the conceptual framework containing every consumer touchpoint — and the decision that determines whether those touchpoints build something authentic or just add noise. My work starts with that decision.
My love of drawing is life-long. It is the purest form of visual self-expression.
I love the serenity and healing power of the great outdoors.
Woodworking is another passion of mine. Handcrafted objects and spaces are infused with the soul of the maker.
Here I'm clearly proud of the custom trimwork I did with my very good friend and proud Buffalonian Douglas.
My son found a new favorite chair at the Albright-Knox Gallery. A modern classic by Eero Aarnio.
My two favorite girls!