Creative direction, design, positioning, branding, lean startup — fanatic.

+(512) 923 0964

Austin, Texas



Cofounder & Executive Creative Director
Scope: Lean Startup, Advertising, Design, UX/UI, Positioning

– Completed the UX/UI (4 iterations) for the web app (frontend and backend experience) that run activation campaigns

– UX, development acceptance criteria, and template rendering for each activation (polls, scratch-offs, personality quizzes, image memes, text memes, social walls, loyalty [token/redemption fulfillment], codes, voting, league activations, forms, surveys, social auth, social rewards, coupons, and others)

– Oversaw all creative execution and managed the pre-program insight gathering, project management, and campaign wrap up (report generation/key takeaways)

– And perhaps more traditionally ECD, I commanded the complete branding, positioning, and marketing programs

Campaigns run through the platform
Clients served on this platform
Successful exit for a bootstrapped startup
(lodestone social overview video)
art direction / design / storyboard / animation / production
(lodestone sports overview video)
art direction / design / storyboard / audio overlay

Path to Purchase

Lodestone’s second branding direction and positioning changed when we pivoted our focus to a new concept of “Social Rewards” which was incentivizing fans for their participation in social sharing and other earned media efforts. This direction was short-lived (2 years) as Facebook and the other social networks began cracking down on this type of activation, as well as the inauthentic communication created from these gamification efforts that did not deliver on marketing goals.

This pivot is what helped land Lodestone as MLBam’s premier rewards platform for all of the MLB. We ran these programs until 2018 for the New York Yankees, Baltimore Orioles, Texas Rangers, Cleveland Indians, Los Angeles Dodgers, Kansas City Royals, Philadelphia Phillies, San Diego Padres, and the Washington Nationals

Our pitch during that time was: “Lodestone Social Media provides a SaaS-based social reward platform that incentivizes brand consumers to share content.”


Convert crowds to commerce

Elevator Pitch

Lodestone’s Multichannel Engagement platform is a white-labeled platform that enables marketers to engage, motivate, curate, analyze and monetize the anytime, anywhere customer.

Brand Identity


Outreach materials

Low on budget. High on creativity.

We concentrated primarily on the tried and true startup Linkedin “Rolodex” marketing and word-of-mouth efforts. What collateral that was created was generally used for field marketing efforts and newsletter content.


360° Fan Profile

Platform Creations I have designed, developed and extended the possibilities of this platform to create hundreds of campaigns.