As Founder & CEO of Applied arts I help brands execute distinct and memorable brand experiences designed around the consumer. Our areas of focus are brand strategy, design, photo and film. My 20+ years experience working on brands like Kleenex, Band-Aid, Listerine, and Johnson & Johnson, explain why much of our work is in consumer packaged goods (CPG). And while we love working on CPG brands, we apply our expertise to all business sectors.

As Team Principal of Autoarts I combine my lifetime obsession with the automobile and a deep creative bench, to help automotive and motorsport brands navigate the rapidly evolving sector. We leverage our own enthusiast mindset to develop meaningful brand experiences that place the automotive consumer at the center. Our understanding of new technologies, the changing consumer dynamics, and passion for the automobile, underpins everything we do.


Founder & CEO
Applied arts, Appleton, WI
Feb 2021–Present

Team Principal
Autoarts, Appleton, WI
May 2020–Present

Global Brand Design Director
Kimberly-Clark, Neenah, WI
Feb 2016–May 2020

Design Director, Corporate Identity
Johnson & Johnson, New York, NY
Mar 2013–Feb 2016

Design Director, Consumer
Johnson & Johnson, New York, NY
2008–Mar 2013

Senior Communication Designer
Smart Design, New York, NY

Senior Designer / Art Director
TODA, New York, NY


Bachelor of Fine Arts, Design
Andrews University, Berrien Springs, MI


Communication Arts Design Annual: American Crew Menswork Magazine
Graphis: Darrin Haddad logotype
Graphic Design USA: Various (including Alkaline Trio Crimson deluxe edition)
Mohawk Show: American Crew Folio
National Press Photographers Association: Student Clip Contest Photographer of the Year, 3rd Place
Photo District News: Tony D’Orio Photography website
Photo District News: Richard Schultz photography
Photo District News: Bill Diodato photography
Photo District News: Alan Kaplan photography
Print Design Annual: Darrin Haddad logotype
Print Design Annual: American Crew Folio


Made to Order: Trout Museum of Art, Appleton, WI
Sweatshop: Graphic Design Festival, Breda, Netherlands
Sprawl: Jersey City Museum, Jersey City, NJ
DEMO: Photographs by Tyson Thorne. LIFE, Jersey City, NJ
Both Sides Now: Senior Show. Andrews University, Berrien Springs, MI