How did you discover your passion for visual communications and get started in the field? My journey into visual communications began at the University of Minnesota, where I initially focused on athletics and military aspirations. As a dedicated soccer player, I was on a path to becoming a naval officer and pilot through the Naval ROTC Scholarship Program. However, while my academic pursuits revolved around physics and engineering, my heart was always drawn to creativity. Throughout high school and college, I spent my free time sketching, designing and exploring filmmaking as a passionate hobby.
During my sophomore year, a pivotal recommendation changed everything. A mentor encouraged me to compile my drawing and design work into a portfolio and present it to the arts department at the university. This opportunity opened doors to explore various design and communication courses, ultimately steering me away from the ROTC program. I chose to pivot toward a new path in speech communication and film production, which ignited my passion for the creative arts. As I delved deeper into my studies, I secured an incredible internship in production during my senior year. This experience proved transformative as I met my future business partners, who shared my vision and enthusiasm for the industry. We founded a dynamic production, design, animation and visual effects studio four years later, beginning a thrilling new chapter in my career. Reflecting on my journey, I’ve learned that the path we initially set for ourselves can sometimes lead to unexpected and fulfilling destinations. My passion for visual communications has shaped my career, and it still inspires me daily.
What do you do in your role as executive director of creative and partnerships at the Los Angeles– and New York–based agency Sibling Rivalry? My role as executive director encompasses three distinct facets: First, I focus on business development and partnerships, securing new business opportunities in collaboration with our managing director and director of PR and partnerships. Second, I oversee creative and design projects as an executive creative director. Finally, I work alongside our director of PR and partnerships to foster thought leadership and manage PR, marketing and social outreach for the studio.
Traditionally, “creatives” do not evolve into business development or partnerships roles within our industry. However, applying a creative approach to relationship building is a unique and significant asset for Sibling Rivalry. This approach helps us build trust and rapport with clients. Additionally, visibility and involvement in the business’s PR/marketing and creative development aspects are incredibly valuable—it keeps us nimble, efficient and collaborative across our services.
Since 2014, you’ve worked with NBC on developing logos for its Olympics coverage. What has that relationship been like, and what creative revelations have you gleaned from this experience? Cultivating a relationship with NBC Olympics has been one of my career’s most significant and defining experiences. It began in 2012 when my friend Wade Echer connected me with an opportunity to design for the London Summer Games. This collaboration marked a pivotal moment for us, building on our previous work at 3 Ring Circus in Hollywood. As preparations for the Rio Summer Olympic Games commenced two years later, Wade contacted me again, this time at Trollbäck+Company. In a serendipitous twist, I discovered that David Barton at NBC Olympics was already a fan of Trollbäck+Company, having freelanced with the company a decade earlier. This alignment set the stage for our groundbreaking work on the Rio Summer Olympic identity, where we partnered with David, Wade and Mark Levy.
Since then, our relationship with NBC has flourished. Our initial collaboration on the Rio Olympic identity provided a unique opportunity to break away from NBC’s traditional approach of using “shields and historic landmarks.” The NBC team encouraged us to explore a fresh, organic and more inclusive design ethos. This creative journey has continued through the subsequent Olympic Games in Pyeongchang, Tokyo and now Paris.
We feel incredibly fortunate for this ongoing partnership, which continually inspires our creative team. We have always believed that great clients lead to great work, and Wade, David, Mark and now Tripp Dixon are among the best in the business. Our collaborations consistently yield results we are all proud of. We have gained invaluable insights that inform our ongoing work throughout these Olympic projects. We emphasize the importance of formal and informal working sessions with our clients. This relationship has shaped my career and continues to inspire and drive the creative excellence of our team.
From your interest in sports growing up, how did you adapt an athlete’s mindset to your creative process? Would you recommend that other creatives do the same? An athlete’s mindset is invaluable across all levels of the creative process and design business. Essential qualities like discipline, routine building, hard work, focus, leadership and the ability to motivate and inspire your teammates are crucial in this field. Furthermore, the importance of collaborating with others, continually refining skills and embracing risks cannot be overstated. While these traits may seem obvious, the mental and physical benefits of adopting an athlete’s mindset extend beyond what is commonly recognized. Challenging yourself to step out of your comfort zone and engage in extreme adventures can lead to profound personal and professional growth. These experiences enhance creativity and bolster resilience and adaptability—qualities that are vital in the ever-evolving landscape of design.
Design is not just about aesthetics; it’s also about creating meaningful and lasting impacts on culture and society.”
How does your interest in the natural world fuel your creativity? The outdoors, extreme sports and adventure all act as vital creative and mental resets for me. Engaging in activities like trail running, backcountry snowboarding, mountain biking and skateboarding clears my mind; sharpens my thinking; and enables me to plan, strategize and solve complex problems.
Heli-snowboarding in the remote mountain ranges of Alaska, British Columbia and Iceland provides me with that unique mix of fear, adrenaline and focus. These adventures bring a profound sense of “aliveness” that I can’t experience elsewhere, coupled with moments of quiet and stillness. Incorporating these adventures into my creative journey resets my mind, re-inspires my ideas and brings fresh energy. These “mind-clearing” experiences are so intense that when I return to work, it feels like my very first day on the job. It’s a profound, glorious reset that sustains my passion for design.
What excites you most about the design world right now? The current design landscape fills me with enthusiasm. There is growing recognition and appreciation for the value that design brings to various industries and a deeper understanding of its impact on our daily lives. As someone who has dedicated my life to being a designer and maker, this shift is incredibly encouraging.
I am particularly thrilled by the ongoing convergence within creative sectors, including entertainment, music, sports, film, travel and technology. Many organizations are redefining themselves as “media companies,” leading to exciting opportunities for collaboration and innovation. This evolution enhances our capacity to forge meaningful partnerships. It aligns perfectly with our media strategy, design and production strengths. Additionally, integrating AI into our processes provides a source of inspiration. AI challenges us to rethink our methodologies and approach storytelling in fresh, dynamic ways. It’s an exhilarating time to be part of this industry, and I am eager to see how these trends will shape the future of design.
Aside from the Olympics logos, what have been some of your favorite projects you’ve worked on? I have had the privilege of working on several projects that have significantly shaped my perception of what can be accomplished through design. These include designing Prince’s Love Symbol, becoming the first US company to rebrand the BBC and contributing to fifteen Marvel Studios films, including Doctor Strange, Avengers: Endgame and the upcoming Blade. I’ve also played a role in creating the Searchlight Pictures identity and its historical fanfare theatrical opening, as well as Richard Branson’s launch of Virgin Galactic’s Unity, the four-time Academy Award–winning film The Shape of Water, and 52 domestic and international network rebrands.
Through these experiences, I’ve learned that design can build a legacy of unity and inclusion. By creating a symbol for a rock star, I’ve seen how design can simultaneously change how musicians distribute their work and secure their rights to it. I’ve witnessed the impact of films that engage an audience of more than 300 million people globally with a single release. The intersection of incredible design, engineering, technology and ambition can make space tourism a reality. Branding and storytelling can positively influence people’s lives, inspire their hopes and dreams, and sometimes, just simply entertain them or provide a necessary escape. Design is not just about aesthetics; it’s also about creating meaningful and lasting impacts on culture and society.
Do you have any advice for designers starting out in their careers today? Certainly! I always share several things with young designers who are just starting out. A number of these insights I owe to working with Prince early in my career, and I also want to share one book and one presentation that have been invaluable to me.
Develop a strong work ethic. This is the cornerstone of success in any creative field. Be dedicated, disciplined and willing to go the extra mile in your work.
Give 110 percent to every project. Regardless of the project’s size or budget, always put in your best effort. You never know how a project might resonate in the future. Take, for example, the Prince Symbol, which started as a design for a single album cover and has now become an iconic piece of music history.
Embrace every opportunity. Say yes to as many opportunities as possible, even if you don’t have the required experience. You can collaborate with someone who does or conducts the necessary research to learn on the go. This will push you to grow, learn and improve constantly.
Surround yourself with talent. Work alongside brighter and more skilled people than you. This will push you to stretch your limits, grow and continue learning.
Read Paul Arden’s Whatever You Think, Think the Opposite. This book offers fantastic insights and is a great resource to keep on hand. Revisit it often to inspire your creative thinking. It’s filled with unconventional wisdom that can inspire and challenge designers to think outside the box.
Learn from the best. I highly recommend watching Paula Scher’s 2019 presentation 10 Life Lessons from the Field of Design. It’s filled with invaluable insights for design students and professionals alike—a must-see! ca
