I’m a creative director and brand-builder in open-source and decentralized tech who helps aspiring founders accelerate early adoption.
I call it reverse-engineering reputation. It's a science (not art) that lives on the intersection of business strategy, aesthetics, and psychology.
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I’m also a former Creative Director at Protocol Labs, where I led an internal brand studio, overseeing the design excellence of brand and web projects for the ecosystem and teaching young creatives to do the best work of their lives.
I spent more than 14 years at the overlap of business strategy and aesthetics helping tech companies — mainly in fintech, web3 and open source — build relationships with their early adopters through the language of shape and color.
These days I…
⟶ serve as a fractional creative director at growing companies that are spinning off their marketing and need a more agile and adaptable way to guide their creative strategy without the long-term financial commitment of a full-time hire;
⟶ do hands-on design for new startups who want to build a brand that stands out and shines on the market
⟶ give lectures and run Brand Lab workshops at web3 conferences
⟶ write free long-form guides, and release them on Metalabel
⟶ change the tech world aesthetics with my almost daily newsletter.
ⓒ 2025