At Squero, we help the next crop of startups build their brands, tell their stories, and design customer-centered teams and experiences. This year, we've designed "Build"—the book by Tony Fadell—and helped SaaS companies such as Asana, Apollo GraphQL, Spatial Audio, Contentful, and Humu; hardware startups such as Wright Electric, Cala Health, Cricut, and WiTricity and software startups such as Catch & Release and Yo Labs.

At Thumbtack, I lead the brand transformation across marketing and product. As an executive team member, I built and lead the in-house brand management, insights, comms, content, brand design, and creative capability. I championed, ideated, and executed Self-Made, the first nationwide gathering of Thumbtack professionals in the company’s history. I developed the customer brand platform, and dramatically improved the performance of growth creative.

As the Executive Creative Director of Nest within Google, I launched Nest Aware (SaaS offering), gen3 thermostat, gen2 Protect, and helped incorporate DropCam and two generations of indoor and outdoor cameras into our product portfolio. I grew the creative team from 15 to 70+ —focusing the in-house resources on the essential brand work and augmenting staff internationally with a trusted network of agencies and partners for anything from transcreation, localization, and fabrication. Year after year, we developed award-winning ad campaigns that established Nest as the indisputable category leader globally. We partnered with the Google Hardware team on their roadmap and the creation and promotion of common IoT protocols such as Thread and Weave — while developing the Works with Nest brand partnership, and app developer events. We also supported the creative needs of Nest partnerships with energy companies, and insurance companies and lead the design of the IoT category in dozens of retailers internationally.

I joined Nest as its first designer and creative ahead of launch. In the first three years—as a private company—we launched the first two generations of the thermostat and the first gen of the smoke alarm. During that time I built the in-house creative and design capability, growing the team to 15+ and the brand from 0 to $3B+. The team I lead developed product messaging, names, and positioning for each product and was responsible for the brand expression across advertising, web, point of sale and channel marketing, e-commerce, packaging design, video, photography, and the entirety of writing and content management including app messaging, product voice, compatibility, and support videos/widgets, and the online store.

At Logitech, I lead the global in-house brand and creative team. During my tenure, I designed the brand program and launched the award-winning advertising campaign for Google TV. I realigned Logitech’s brand identity to its new brand positioning and oversaw the company’s brand expression across digital media, broadcast, print, and digital advertising. Lastly, I redesigned the packaging system for over 200 SKUs, across eight business units and dozens of retailers in four global regions.

At Blue Shield of California, I built an in-house creative team that transformed the company's 70+ year old brand. At both the corporate and line-of-business level, I delivered creative work with measurable business impact. The advertising and the new brand identity not only built brand awareness and the desired brand associations but also won significant recognition.

In my time at GSP, I was mostly focussed on the +HP campaign (for tv, print, OOH). I also did some design and creative work for eBay and ThinkEquity.

At Landor, I designed corporate identity programs for the San Francisco Opera, Accenture, Digeno, Tactive, GameChange, Xiameter, Xbox. Design work for H&R Block, Lucent, Visa International, FedEx, HP, XBox, Altria, Pepsico, Frito Lay, Tropicana Orange Bowl, PacifiCare, NCAA, Quicken, GE, the US Olympic Team Intel, Intuit, Quicken.

I got my start at Benetton's think tank under the direction of Oliviero Toscani. I worked with the Colors Magazine team on covers and illustrations, developed product graphics for the Benetton brands, and advertising campaigns for MTV, The International Court of World Crimes in De Hague, FAO/Women Feed the World, Artè, and Sette Magazine. Within the program, I participated in workshops with David Carson, Elliott Earls Ed Fella, Scott Makela, Tomato, and Wolfgang Weingart.