Somewhere between the back room of a Tennessee photography studio and a boardroom in San Francisco, I learned what design really is.

Not decoration. Not trend-chasing. Not surface-level polish.

At its best, design is a way of paying attention—to people, to systems, and to the truth under the surface. When done right, great design elevates what’s true: visually, verbally, and experientially.

I’ve spent over two decades helping brands find that truth—and make it real. From IDEO to Atlassian, and later as Design Director at Offset, I’ve led brand transformations across strategy, product, and identity. I’ve built systems that scale without becoming generic. And I’ve helped founders and leadership teams turn complexity into clarity.

But I don’t just bring experience. I bring perspective.

I’ve released albums. Designed my own record covers. Published a photo book that honors three generations of family storytelling. I’ve raised kids, built teams, and helped companies evolve without losing what made them meaningful in the first place.

All of it informs how I work.

I believe the best design happens where logic meets instinct—where brand and product, marketing and mission, all move in the same direction.

I specialize in:

• Untangling complex ideas and turning them into systems people actually want to use

• Leading teams through ambiguity with empathy and decisiveness

• Building brands with backbone—not buzzwords

• Crafting and directing brand storytelling across websites, copy, photography, and video

If you’re looking for someone who can take your brand from rough vision to lived experience (without losing the plot) I’m your guy.

And yes, it’s Joseph. Not Joe.