Always Be Creating
Below is a collection of projects I’m continuously working on in my spare time.
BRAND PROJECT
GOODKIND
GOODKIND began as a personal challenge: to see if I could take everything I’ve learned over the years and build a real brand on my own—from nothing to something you can actually buy.
There was no agency, no ops team, no external brand partners—just one set of decisions, one budget, and full accountability for what worked and what didn’t. GOODKIND became a proving ground for whether strategy, creative, and execution could live in the same hands—and whether those instincts hold up when every choice has real consequences.
Over the course of one year, I built GOODKIND entirely solo, from scratch to shelf. I led every aspect of the business end to end: market and competitive analysis, brand strategy and positioning, naming and identity, product formulation and specifications, packaging design and copy, manufacturer sourcing and negotiation, production oversight, international logistics, inventory planning, fulfillment, ecommerce build, content creation, and launch marketing.
With the foundation now built, the focus shifts from construction to feeding and growing the brand—scaling distribution, refining the product ecosystem, and continuing to earn attention the hard way.
GOODKIND isn’t a concept. It’s operational. And it was built the long way.
DOC SERIES (WIP)
Beautifully American
This is a personal documentary exploring the lives of everyday Americans and the journeys that quietly define them. It examines how people adapt to a new culture without losing who they are, and how the idea of being American is shaped through lived experience. At its heart, the project is about adaptation without erasure, belonging without compromise, and the many ways people come to call this place home. And what better place to start than with the people who first showed me what it means.
BEHIND THE SCENES
No matter how long I’ve been in this industry, I’ve learned that loving the work matters—regardless of the project or the scale. When the process stays collaborative, curious, and genuinely fun, it shows up in the work. The energy you put in comes back tenfold in the output—for the team, the client, and yourself. It’s okay to feel like a kid again.