About

I’m Derek — a creative strategist and brand builder based in New York.

I’ve worked with names like Scrub Daddy and Blind Barber on sharp ecommerce content, and partnered with early-stage founders to shape their brands from the ground up.

I’m obsessed with cracking the code of culture: why certain aesthetics take hold while others evaporate, how a niche moment quietly becomes a mainstream movement, and where the next interesting thing is already forming. That obsession runs through everything I do.

On the side, I collect ideas. I build little knowledge trinkets, map aesthetic genealogies, and photograph the world with my Fujifilm camera.