What led you into design?
It was a gradual shift—a passion that flowed from one discipline to the next, each one naturally leading to another and sparking new curiosities. Painting was my first love, followed by illustration, then animation, which led me to typography, graphic design, and branding. I started with print and eventually moved into digital.
What does a typical day look like?
We don’t have a strict obligation to work from the office, but I enjoy working from our studio, so I go in at least three to four days a week. So, I’d say a typical day will likely start with a short bike ride around Greenpoint. My commute is particularly short for New York—just a 5-minute ride to the studio. Mornings usually consist of two to three hours of meetings or focused work on my computer, followed by a lunch break, which I usually take in the neighborhood. The afternoon is dedicated to more work until around 6 or 6:30. After work, I might grab a drink with friends, catch a concert, or head to the local climbing gym for a bouldering session.
What's your workstation setup?
Where do you go to get inspired?
I’m primarily inspired by the people around me, first and foremost my colleagues. I’m fortunate to work daily with exceptionally talented and intelligent individuals. Then, there’s my circle of friends and the local design community, which is incredibly diverse and inspiring.
What product have you recently seen that made you think this is great design?
I really like the Echio project. It’s a platform that allows musicians to receive private feedback on their work from acclaimed artists. It also functions as a live-streaming space where artists can share the intimacy of their creative process, collaborate, and engage with fans. It’s well thought out, straightforward, and easy to use. A similar platform for designers would be incredibly valuable, helping young creatives connect with experienced mentors from around the world.
www.echio.co
What pieces of work are you most proud of?
I’ve had the privilege of working on so many incredible projects over the years—that’s one of the great things about working in an agency. AREA 17 has some of the best clients a designer could dream of, including The New York Times, Nike, OpenAI, Saint Laurent, Balenciaga, the Getty Museum, the Fondation Louis Vuitton, and the Fondation Cartier, to name just a few.
If I had to highlight just two projects, I would probably choose NIKE Inc. and the National Gallery of Canada—both were deeply meaningful in different ways.
NIKE Inc. asked us to consolidate three separate corporate websites—each operating in its own silo—into a single, unified platform that would represent the company, its story, its initiatives, and its latest news. Designing the new corporate site and building a dedicated design system unexpectedly became an opportunity to advance the brand. In a rare and exciting reversal, the website ultimately served as the foundation for a broader brand evolution.
The National Gallery of Canada project really stood out for me. We created a new identity for the Gallery aligned with its reconciliation efforts and a more inclusive vision of Canadian art and culture. The visual system was built around Ankosé, an Algonquin word meaning “everything is connected.” That idea of interconnection is at the heart of the brand—a system designed to hold a diversity of voices, forms, and stories, and to evolve over time.
We moved away from the square—a symbol of colonial structures—and embraced the circle, which speaks to Indigenous worldviews and governance. The identity is intentionally open and dynamic, reflecting a continuous dialogue of perspectives and cultures. What I loved about this project was the challenge of translating a deep institutional shift into a living, flexible visual language—something capable of holding space for complexity, change, and a broader narrative of art in Canada.
NIKE Inc. website
National Gallery of Canada case study
What design challenges do you face at your company?
The challenges are numerous. Our field is evolving at an unprecedented pace, with the arrival of AI being a major factor, but certainly not the only one. We spend a significant amount of time thinking about and working on the relationships and interactions between disciplines. I began my design career primarily designing art and architecture books. Successfully producing a great book isn’t just about creating a beautiful layout in InDesign—it’s a combination of decisions and collaboration with other disciplines throughout a complex process (from the editor and author to the printer, paper supplier, binder, photographer, and more) that goes well beyond typography. If any element in this process is flawed or overlooked, it impacts the quality of the entire project. Ultimately, the success of a project hinges more on the ability to think through these relationships and ensure nothing is left out than with the designer’s technical virtuosity. What’s true for art book production is also true for digital products. Thinking through these relationships and perfecting these processes is work we engage in daily, and it’s highly stimulating.
What music do you listen to while designing?
Any advice for ambitious designers?
Meet people. Expose yourself to a wide range of experiences by working in different studios, and try to join the best agencies as early as possible in your career.
One mistake I made—and that I often see in young designers—is placing too much emphasis on originality. It’s nobody’s fault—that’s what’s usually reinforced throughout art and design school: find your voice, develop a unique style, stand out. But in practice, studios and agencies are looking for people who can contribute to the kind of work they already do. First, learn how to design well within an existing system. Build strong fundamentals. Once that foundation is in place, your originality will have space to grow—and it will show up in more meaningful ways.
Anything you want to promote or plug?
Please take a look at AREA 17's website.
www.area17.com
My friends at Decimal in New York and Studio Feed in Montreal are doing remarkable work. And if you’re not already familiar with Neri Oxman’s work, I highly recommend checking out her company. They blend design, technology, and biology in fascinating ways. We collaborated with OXMAN and Pentagram to create their brand and website, so I encourage you to explore it—and, more importantly, dive into their projects. They’re truly inspiring.
www.decimalstudios.com
www.studiofeed.ca
www.oxman.com
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