Project: K2 Snowboarding Ultra Dream – Art Direction & Design
This snowboard design was inspired by the refined aesthetics of high-end craft surfboards, blended with a modern snowboard sensibility. The top sheet featured translucent inks over a wood grain texture, finished with a high-gloss UV flood for a sleek, polished look. Matte post-prints added contrast and visual depth, while a silver foil centerpiece and white foil accents highlighted key branding elements. The base design was hand-drawn, scanned, and preserved in its raw graphite form beneath a clear P-Tex layer. The contrast between the sophisticated top and the raw, organic base gave the board a unique and striking presence—one of my personal favorites.
Project: K2 Snowboarding Catalog – Art Direction & Design
During the 2015/16 season, K2 pushed the boundaries with innovative board shapes, and this catalog/lookbook was created to reflect that spirit. In collaboration with K2’s in-house team, I led the creative direction—overseeing layout design, photography direction, and contributing to both board and boot graphics for the season. The final piece featured a heavyweight matte cover and interior pages, intentionally stripped of print embellishments to reflect the raw, DIY aesthetic of the campaign. The following is a curated selection of the work that came out of those long hours and high-energy production days.
Side Nugget: The team rider originally scheduled for the cover shoot missed his flight and couldn’t make it in time for our tight production window—so I stepped in. Sometimes you’ve got to wear multiple hats… including model!
Project: K2Snbd Darko Boot / Concept & Design Inspired by streetwear aesthetics, the Darko has long been recognized as a leader in freestyle snowboard boots. For this collection, we focused on pushing the visual design further toward a sneaker-inspired look—while maintaining the technical performance required on the mountain. Striking the right balance between form and function is no easy task in snowboard boot design, but this line successfully blends style with durability and rider-focused functionality.
Project: K2 Snowboarding Slayblade – Art Direction & Design
This boutique-inspired design emphasizes refined detail and clean aesthetics. Each board size features a unique tonal color palette, enhancing visual differentiation while maintaining brand cohesion. Opaque inks transition to translucency through the center, subtly revealing the internal technology of the board. The minimalist layout is elevated by a sophisticated combination of high-gloss UV finishes and matte black post-print accents. This design showcases a balanced fusion of performance and visual craftsmanship—where the beauty lies in the subtle details.
Project: DC Snowboarding 2019 Catalog – Art Direction & Design
In the fall of 2018, I was brought in by DC Snowboarding to work in-house on a fast-turnaround project: art directing, conceptualizing, and designing the marketing campaign and technical spreads for their 2019 Snowboarding Catalog. With a compressed timeline and tight production window, I collaborated closely with DC’s internal team to bring the project to life—delivering a fully realized campaign under high pressure and on deadline.
The creative direction was influenced by Damon Way’s return to DC, who emphasized a desire to bring back some of the brand’s original grit—“less cultivated and manicured,” as he put it. While a full zine-style approach was ultimately ruled out, we struck a balance by incorporating moody photography, distressed textures, and layered compositions—most notably in the Outerwear Capsule layouts (spreads 4 & 5). The result was a catalog that stayed true to DC’s evolving identity while nodding to its raw, authentic roots.
Project: K2 Snowboarding – Seek & Enjoy Campaign (Year 2)
In the second year of the Seek & Enjoy campaign, we centered the creative direction around the theme of snowboard road trips—highlighting the spirit of adventure and the authentic experiences shared by the K2 team. The advertising approach leaned into simplicity, showcasing candid moments of the team enjoying the product in real-world settings. Each visual was carefully paired with the season’s color palette and featured gear to create a cohesive look across the campaign.
Many of the featured images were captured during a cross-country team road trip organized specifically for the campaign, bringing genuine storytelling and energy to the visuals. The journey was further brought to life through an 80-page zine and an accompanying video, both of which served to extend the campaign narrative and reinforce the brand’s connection to exploration and fun on the mountain.
Project: Hangar Technologies – Brand Identity Development
Hangar Technologies, a full-service drone company specializing in aerial data intelligence for businesses, approached me through a long-time industry connection to develop their logo during the company’s early startup phase. While the internal team focused on refining their market strategy, I was tasked with creating a clean, modern wordmark using their specified brand colors—matte red and grey. With creative direction left open beyond those parameters, I delivered a range of refined options that aligned with their vision and industry positioning.
What began as a logo project quickly evolved into a long-term creative partnership. Over the years, I’ve worked with Hangar on a wide range of brand identity assets, helping shape the visual foundation of the company as it continues to grow. While there have been many exciting projects along the way, this post highlights a selection of core brand elements that laid the groundwork for everything that followed.
Project: Liquid Force – Raph Derome Pro Model Wakeboard (2018)
I had the opportunity to work with Liquid Force to design the 2018 Pro Model wakeboard for professional rider Raph Derome. After researching Raph’s style and approach to the sport, it became clear that a sleek, stealth-inspired aesthetic would best represent his persona. The final design features a clean, matte black look with refined, subtle detailing to reflect that vision.
To elevate the minimalism, strategic knockouts in the topsheet reveal the treated wood layer beneath—adding visual interest and contrast without overwhelming the design. The result is a board that feels both bold and understated, perfectly aligned with Raph’s identity and Liquid Force’s premium product line.
Project: K2 Maysis Plus Snowboard Boot – Design & Aesthetic Direction
As the next evolution of the Maysis line, the Maysis Plus was designed to elevate both performance and visual appeal. This edition features premium brushed leather with subtle bronze undertones, creating a rich and textured surface. A high-density blind-embossed pattern adds depth and refinement, while custom leather patches and suede flock detailing reinforce the boot’s elevated aesthetic.
Developed in two distinct colorways, the Maysis Plus combines technical innovation with a premium, streetwear-inspired look—proving that performance gear can look just as good as it rides.
Project: K2 Carveair Snowboard – Graphic Design & Concept Direction
The design for the K2 Carveair was inspired by vintage hand-shaped surfboards and the character-filled sheds where they were crafted. With its unique board shape engineered to "surf the mountain," the visual concept followed suit—celebrating the spirit of old-school, DIY surf culture.
The final aesthetic features a minimalist two-tone wash paired with retro-inspired typography. A high-gloss finish brings depth and contrast, while clear matte accent prints add subtle texture. This design was all about honoring craftsmanship and creativity, channeling a timeless, ride-everything attitude. Seek and enjoy the white wave.
I proposed the concept of creating a zine/lookbook for 3DR to showcase the brand from a fresh, more human-centered perspective. As a tech startup, 3DR’s communications had primarily focused on the technology itself, emphasizing product innovation and technical capabilities. However, drones often carry a certain public stigma, and their perception can be somewhat controversial.
With this project, my goal was to shift the narrative by highlighting the human side of drone technology—focusing on how people interact with their drones and the unique ways they use 3DR’s Solo. While the technology remains an important element, it plays a supporting role, allowing the human stories and experiences to take center stage.
The following is a selection of spreads from the final book, featuring a mix of photography captured by myself and our brand ambassadors.
Lucas Debari Signature Board Design – K2 Enjoyer Series
For professional snowboarder Lucas Debari’s signature board, we wanted to create a graphic that was deeply personal and reflective of his experiences in the mountains. Lucas had complete creative direction for the artwork; however, he wasn’t a visual artist himself. To communicate his vision, he sent me three low-resolution reference photos: the moss-covered trees that line the road to Mt. Baker, his favorite mountain peak—one he had climbed and ridden—and a raven, inspired by the mischievous birds often seen scavenging food around the Mt. Baker lodge. Along with these images, Lucas shared a simple note: “I like Lord of the Rings-style art.”
From these inspirations, I sketched a design that merged all three elements into a cohesive graphic: a raven skull with twisted, gnarled textures reminiscent of the mossy trees, dripping moss details along the beak, and the silhouette of the mountain integrated into the composition.
The timeline for this project was extremely tight, requiring a concept-to-completion turnaround of less than two days in order to meet production deadlines. The final board featured a translucent black ink flood over a bamboo topsheet, with the raven printed in a matte Galaxy Grey layered over a striking red stripe, and finished with black foil details.
Lucas was thrilled with the end result—a board that not only showcased his vision but also told a story of his connection to the Pacific Northwest mountains, the place that inspire him.
Seek & Enjoy Campaign – Year One
In the first year of the Seek & Enjoy campaign, our goal was to highlight the K2 Snowboarding team while inspiring riders to simply get out and do what they love—no matter where they are or what gear they have. The campaign centered around the slogan:
“Start where you are. Use what you have. Seek & Enjoy.”
To visually capture this spirit of adventure and authenticity, we developed a faded color palette and gritty, textured design aesthetic. This approach gave the campaign a raw, organic feel, reflecting the unpolished, real-world experiences of snowboarding.
The result was a cohesive visual identity that celebrated exploration, creativity, and the pure joy of riding.
Side Note:
I created a unique stamp effect for each product in the series. While the team loved the concept, I initially struggled to integrate it without it feeling forced or out of place. After much trial and error, I decided to boldly place the stamp directly over the rider action in each image.
This unexpected placement immediately resonated with the marketing team. It worked because readers naturally focus on the action, and by positioning the stamp there, it drew attention to the product without fully obscuring the scene. The result was a balanced design that kept the action visible while putting the product front and center.
TrackingPoint Rebrand
During a brief but intensive engagement, I led the complete rebrand of TrackingPoint, developing a new logo and a refreshed visual identity to modernize the brand. This ad was part of the launch campaign and served as the opening piece to introduce the new look.
The design focused on a clean, minimal aesthetic with a simple, direct message, setting the tone for the brand’s future communications and establishing a strong visual foundation.
Project: K2 Snowboarding Slayblade – Art Direction & Design
Staying true to the clean, boutique aesthetic of the Slayblade, this design focused on subtlety and craftsmanship, with the beauty revealed in its fine details. The graphic was created using painstakingly hand-drawn graphite lines, printed in dark silver over a deep black flood.
To elevate the finish, the design incorporated high-gloss UV accents, black and silver foil stamping, and a carefully curated logo package, resulting in a premium, refined final product that reflects the Slayblade’s high-end DNA.
Project: K2 Maysis Snowboard Boot – Design & Aesthetic Direction
The design brief for the Maysis was straightforward: create a visually striking, style-driven product while selecting premium materials to support both aesthetics and performance. I developed a clean, modern logo package with thoughtful placement, aligning it with the seasonal color story to ensure a cohesive brand presentation.
The final design strikes a balance between technical innovation and style-forward appeal, allowing the Maysis to resonate seamlessly with both performance-focused riders and trend-conscious consumers.
Project: K2SB Zine – Design & Collaborative Art Direction
Creating zines has always been one of my favorite design outlets. Unlike traditional brand collateral, zines allow for complete creative freedom—there are no rigid rules, and expectations are intentionally low, which creates space for experimentation and bold ideas. This freedom often results in unexpected, standout pieces within a campaign.
This particular zine was developed for K2’s Road Rage campaign. Over the course of two weeks, we packed ten team riders into two RVs for a cross-country road trip, documenting every moment along the way. The design reflects the unpredictable, free-spirited nature of the journey: spreads were intentionally composed with a sense of randomness and spontaneity, echoing the unscripted detours and experiences of the trip itself.
The result was a visually raw and energetic piece that captured the essence of the campaign—authentic, adventurous, and a little chaotic. Below is a small selection of spreads showcasing this unique storytelling approach.
Project: K2 SNBD – Ender Boot Design
The Ender was developed as a premium step-up from the Darko, featuring significant upgrades in both performance and materials. With the boost in interior technology came an expanded design budget, allowing for greater creative exploration.
One key enhancement was the introduction of tough, durable, waterproof denim—a material we had previously considered for the Darko but couldn’t implement due to cost constraints. This upgrade not only elevated the boot’s aesthetic but also reinforced its durability and performance, creating a product that seamlessly blends style and technical innovation.
Project: K2 Peacekeeper – Design
The K2 Peacekeeper was designed with a bold, angular aesthetic to reflect its power and performance on the mountain. The creative direction was intentionally straightforward: deliver a design that is both striking and unapologetically strong.
The graphic features a clean black-and-white palette, anchored by a retro racing-inspired model name logo placed on the tail for a touch of vintage character. While the imagery conveys the core design elements, the board’s true visual impact is best experienced in person, where the sharp lines and refined finishes fully come to life.
Project: K2 Snowboarding PNW Ad Campaign – Layout & Design
For the 2012/13 season, K2 Snowboarding celebrated its 25th anniversary with a campaign designed to honor its roots in the Pacific Northwest, where the brand was born. To bring this vision to life, K2 rented a house near Mt. Baker for the winter, creating a hub for the entire team to gather, ride, and create. A full-time photographer was embedded in the house to capture authentic, on-location imagery throughout the season.
Every photo used in the campaign was shot in the Pacific Northwest, with Mt. Baker serving as the primary backdrop. To further emphasize this connection, I sifted through gigabytes of imagery, pulling textures and details of local trees, moss, and foliage to create layered, organic backgrounds. These natural elements were integrated into the edges of each layout, ensuring that every ad was unique and unmistakably representative of the Northwest’s lush, overgrown landscape of moss-covered evergreens and ferns.
The result was a cohesive campaign with a distinct sense of place—visually separating it from regions like the Rockies, Northeast, or Europe—and successfully paying tribute to the landscape and community that shaped the K2 brand.
Project: K2 Stark Boot – Design & Inspiration
The Stark was developed as the introductory boot for K2’s Kwicker splitboard system, requiring a design that balanced technical performance with outdoor functionality. The creative challenge was clear: the boot needed to look tech-driven while also evoking the rugged, approachable feel of a traditional hiking boot—and remain a versatile, easy-to-sell option in a primarily black colorway.
While black conveyed a technical aesthetic, it lacked the warmth and familiarity of hiking footwear. Conversely, brown leather suggested the outdoors but felt less innovative. To resolve this, I selected a neutral grey faux suede, which provided a natural, outdoor-inspired texture, and combined it with strategically placed black technical PU panels to reinforce durability and performance. A clean, modern graphic package completed the design, striking the perfect balance between technical innovation and outdoor heritage.
Project: K2 Ultra Dream – Art Direction & Design
The K2 Ultra Dream snowboard was designed with a vintage surf-inspired aesthetic, reimagined through the lens of modern snowboard design. A key feature of the graphic was the use of print knockouts to reveal the natural wood core, creating the effect of a traditional surfboard stringer and emphasizing craftsmanship and authenticity.
Premium finishing techniques elevated the design, including gold foil stamping, translucent inks that exposed layered textures beneath the surface, gold insert rings, and a high-gloss UV finish. The board was completed with a bold, high-impact base graphic, making it as visually striking as it is performance-driven.
The final product felt as much like a work of art as a piece of equipment—worthy of hanging on the wall, yet fully built to ride.
Project: Wedding Collateral – Design
This project involved creating custom wedding collateral for a close friend’s wedding one of Washington’s coastal islands. The centerpiece of the design work was a unique groomsmen gift: a Best Made hand axe, personalized with custom laser-etched artwork to commemorate the event.
The groom requested a Pacific Northwest-inspired theme, which became the foundation of the design. Drawing from local influences, I incorporated tribal-inspired patterns, a Northwest-style evergreen tree, and visual elements inspired by the ferry trip required to reach the island. These details came together in a cohesive graphic system, with the J&L shield design—initially created for the axe—serving as the central motif across additional wedding materials.
To complete the axes, a clear glossy finish was applied, enhancing both the natural wood grain and the precision of the laser etching. The result was a meaningful, highly personalized keepsake that captured the spirit of the location and the event.
Project: TrackingPoint Catalog – Creative Direction, Layout & Design
This 46-page catalog, including the cover, was one of the smaller page-count projects I’ve designed, but it made up for its size with exceptional production quality and premium print techniques.
For the cover, we selected a heavyweight satin stock with a soft-touch flood finish to create a refined tactile experience. The design was elevated with an embossed logo and red foil stamping for key art elements and spine titling. Inside, each body page was hand-fed through the press, incorporating silver inks and strategically placed UV spot treatments to highlight product details and create depth.
The timeline was particularly challenging. The photoshoot wrapped just one day before files needed to be finalized for print, requiring an overnight push to prepare the catalog for next-day edits. Fortunately, revisions were minimal, allowing us to deliver final files just in time to secure our press slot and ensure the catalogs were ready for SHOT Show.
The result was a high-impact, visually striking catalog that showcased TrackingPoint’s products with precision and sophistication.
Project: K2SB Zine – Our Backyard – Layout & Design
The 2012/13 Our Backyard Zine was created as a companion piece to K2 Snowboarding’s 25th Anniversary campaign, which celebrated the brand’s roots in the Pacific Northwest. This zine served as a storytelling platform, documenting a season spent at the Mt. Baker house, where K2 housed riders along with a dedicated photographer and videographer to capture authentic moments throughout the winter.
The zine was released alongside a campaign video and a series of print ads, creating a cohesive, multi-channel launch. Its strong reception and ability to connect with K2’s audience exceeded expectations and led to the production of additional issues in subsequent seasons.
This first edition established the zine format as a key element of K2’s brand storytelling, blending editorial design with authentic brand heritage.
Project: K2SNBD Catalog – Field Guide – Design & Layout
The Field Guide catalog was inspired by vintage Forest Service and military field manuals, designed to capture the rugged, utilitarian spirit of well-worn guides used in the outdoors. The goal was to create a catalog that felt authentic and tactile, evoking a sense of exploration and durability.
To bring this vision to life, we sourced authentic materials from local surplus stores, including old topographic maps, military patches, storage crates, field guides, and nautical accessories, which were used to style and set the tone for the photoshoot. These elements informed both the visual direction and the catalog’s storytelling.
For the product tech spreads, we drew inspiration from the step-by-step instructional illustrations found in vintage manuals, reimagining them with a modern twist to align with current design trends. The result was a catalog that blended heritage and contemporary design, perfectly capturing the adventurous spirit of the K2 brand while feeling relevant to its audience.
Project: 3DR Solo Packaging – Layout & Design
3DR sought a packaging redesign to align with their updated brand identity and reflect the sleek, high-end design of their Solo drone. The creative direction was focused on simplicity and refinement, using a matte gray base accented with 3DR’s signature green to create a modern, sophisticated look.
I curated a selection of new lifestyle and product imagery, carefully integrating these visuals into a clean, minimal layout. The packaging was brought to life through premium production techniques, including a soft-touch flood finish for a smooth matte feel, spot gloss UV accents to highlight key details, and foil stamping to add a touch of precision and quality.
The result was packaging that not only elevated the unboxing experience but also perfectly complemented the Solo drone’s sleek, innovative aesthetic, reinforcing 3DR’s entry into the drone market space.
Project: K2 Ultra Dream – Concept & Design
The concept for this season’s Ultra Dream was a bit mysterious—maybe it came from a dream, who knows—but it ultimately became the direction for the board. The design combined high-quality opaque inks layered with translucent pearls for the color areas, while translucent blacks allowed subtle glimpses of the board’s interior construction when viewed in the right light, adding depth and intrigue.
To complete the look, we added gold foil stamping, creating a finish that felt both premium and visually striking. The result was a board that truly lived up to its name—an Ultra Dream in both concept and execution.
Project: WWW Enjoyer Series – Design & Aesthetic Direction
Part of the K2 Enjoyer Series, the WWW is one of K2’s top-selling boards, so it made sense to release a second graphic package this year. The twist? Leaning into the season’s DIY theme.
With snowboarding trends leaning toward custom-shaped tips and tails—often leading to water damage and delamination—K2 engineered a composite at the tips and tails that bonded directly to the wood core, allowing riders to safely chop and shape the board themselves.
For the graphics, we kept it raw and authentic: all artwork was created with sharpie and pencil, then digitized for print. Knowing the tip and tail were translucent, we faded the opaque black into a semi-translucent distressed pattern in those areas. This not only looked striking on snow but also became more pronounced as riders personalized their boards with hacksaws, fully embracing the DIY aesthetic.
Project: K2 Peacekeeper – Design
Strong and mean just like the intention of this board. Made for charging big lines down the mountain. There's nothing soft about this board.
Project: Cubicle Surf – Tee Designs
Nothing fancy here, just a couple of T-shirts pressed to promote the brand out of the water. Or in the water if you're lucky enough to be able to shed the wetsuit.
Project: K2SNBD Apparel – Design & Aesthetic selection
K2 is a hardgoods brand and the apparel presence was pretty minimal, but we tried to do the best we could with the small seasonal offering. A few of our selected pieces are pictured here. We aimed to make them sellable as opposed to image pieces. The images are a few of the more recent designs. The older stuff is lost somewhere on a hard drive, probably in K2’s warehouse maybe to never be seen again?
Project: Winter Ad Campaign – Collaborative Concept. Design & Layout
This was K2’s “Color Block Overlay” year—a bold, playful approach designed to grab attention through striking color overlays applied to team rider photos. Each month’s visuals tied directly to that month’s product color scheme, creating a cohesive look across the campaign.
To make it more personal and team-driven, we reached out to the K2 Snowboard Team and asked riders to submit their own photos—anything they wanted—to fill out a few blocks in the left-page grid. Some riders jumped right in, others were a bit more laid back about it, but the mix gave the project a fun, authentic vibe. In the end, it was a creative, collaborative way to bring the brand and team personality to life.
Project: Seasonal Ad Campaign – Design & Layout
This campaign wasn’t my favorite concept-wise, but it ended up being one of my favorites to design. The theme was a traveling shred carnival—a bold idea that pushed me to get super creative and pull off some behind-the-scenes Photoshop magic I didn’t even know I had in me.
The concept sparked some mixed feelings among the in-house team. While some weren’t totally sold, the brand director loved it. After a few rounds of brainstorming alternative directions that didn’t quite land, we decided to lean all the way in and embrace the carnival.
The biggest challenge? Making sure it didn’t look like a cheesy, literal carnival. Instead, the goal was to elevate it—capturing some energy and darkness of the theme while keeping it modern, edgy, and true to K2’s vibe.
Project: Board Design – Concept & Graphics
The K2 Ultra Split was built for the ultimate backcountry explorer. We essentially took the guts of the Ultra Dream, sliced it down the middle, and turned it into a dream board for powder hounds chasing untouched lines.
The design brief was simple: create a graphic that would transcend trends—something timeless that would still feel relevant years from now. To capture that rugged, backcountry vibe, I wandered the back alleys of Seattle with a camera, hunting for textures from old weathered wood, garages, and fences. Those gritty textures became the foundation, paired with clean, bold color blocking to balance it out.
The end result? A design built to last. Ironically, while the graphic could hold up for years, the board tech evolves so quickly that the artwork might just outlive the product itself.
Project: Tocabe – Brand Refresh & Design Support
Tocabe is a Native American–owned and operated restaurant and online marketplace with a powerful mission: to nourish people from Seed to Soul. By sourcing directly from Native producers, they promote food sovereignty, strengthen local economies, and help revitalize Indigenous food traditions and cultures. Their vision is to build a sustainable supply chain that brings wholesome, high-quality, and culturally meaningful food to communities everywhere.
Over the past few years, I’ve had the privilege of partnering with Tocabe to update and refresh their brand through thoughtful design. From refining their visual identity to creating marketing materials and digital assets, it’s been an incredible opportunity to support a brand with such purpose. To the right is just a small glimpse of the projects we’ve brought to life together.
Project: Liquid Force – Women’s Jett Graphic Design
After designing the 2018 Raph Pro Model for Liquid Force, they asked me to take on the women’s Jett as well. I don’t often get the chance to design women’s products, so I was excited to add some diversity to my portfolio.
The goal was to strike the right balance—not overly feminine, but still approachable for the aggressive female wakeboarder, while avoiding a design that felt too masculine. In the end, it worked out perfectly. Some elements leaned a bit more bold, like the center graphic, which even made its way into the men’s apparel line you can see below.
I’m calling it a win for both sides—a versatile design that connected across audiences while staying true to the product’s core vibe.
Project: Brand Refresh & Expansion
I was invited to help rebrand a company that first launched in my hometown of Steamboat Springs, CO—a local favorite that has since grown into a global presence. When they relocated to Denver, I jumped at the chance to be part of their next chapter.
My role covered a wide range of brand updates, from product catalogs and POP displays to vehicle wraps and interior branding for their new office space. This included everything from conference room graphics to custom design work for their in-house bar.
It was a big, creatively rewarding project with plenty of variety. Below is a small snapshot of the work so far, with more to share as I continue pulling together the full scope of the rebrand.
