Two decades of design in New Mexico
I founded my practice in 2003 and have operated from Santa Fe ever since. The work has spanned nearly every kind of project a design practice can take on: brand strategy and positioning, logo and visual identity systems, custom WordPress development, editorial and print design, product packaging, and web applications. That range is deliberate. Each discipline informs the others, and the businesses that benefit most are the ones whose brand, website, and collateral are built by the same hand.
Most of my work comes from repeat clients and referrals — a pattern that has held for twenty years, largely because the relationships are real and the work is built to last. I work with a small number of clients at a time, which means every project gets my direct attention from start to finish. There is no account manager, no junior designer doing the production work, and no handoff to someone you have never met.
What kind of work do you take on?
I focus on three areas: brand strategy and visual identity (positioning, naming, logos, color systems, typography, brand guidelines), custom WordPress development (bespoke themes, Advanced Custom Fields, custom post types, performance optimization), and agency partnership (white-label WordPress development for design agencies that need a reliable build partner). Most engagements combine at least two of these — a brand identity that flows into a website, or a website rebuild that starts with a strategy conversation about who the business actually serves.
The primary service area is New Mexico — Santa Fe, Albuquerque, Rio Rancho, Las Cruces, and the surrounding region — with remote engagements welcome anywhere in the United States. I am proudest of the work that reads as genuinely local: brands that look and feel like they belong to the place they sit in, built by someone who has lived and worked here for decades.