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Player feature graphic — Ian Diaz, League MVP, El Camino Wildcats.

How the work gets decided

The calls behind the work

Three decisions that shape almost every project here — the constraint each one answers, the easy default it rejects, and the named work on the portfolio you can check it against. No anonymous clients. No numbers you'd have to take my word for.

Book a consultationSee named work

How to read this

Most creative pages show you the output and ask you to infer the judgment. This is the judgment, stated plainly, next to the work it produced. Every decision on this page is mine and describes how I run projects — it is not a story about a client, and nothing here reports what any client asked for, agreed to, or objected to. The examples beside each one are named, they're on the portfolio, and you can look at them yourself. If you'd rather hear it from a program than from me, ask on a call.

The named work — El Camino Wildcats, Our Way Basketball, Longhorns Basketball and more — is on the portfolio.

01

One mark, everywhere it has to live

Brand Identity · Programs and small businesses · Named examples on the portfolio

  • Logo & monogram
  • Color & type system
  • Uniform / kit direction
  • Brand guidelines

Where you can see it

Flames of Fire — Church Brand — Glory Tabernacle ChurchGlory Tabernacle ChurchFlames of Fire — Church BrandPixxie Picnics — Logo Suite — Pixxie PicnicsPixxie PicnicsPixxie Picnics — Logo Suite

The constraint

A mark has to survive its worst reproduction, not its best one. The same artwork has to hold embroidered at chest size, printed one-color on a practice tee, and cropped square for an avatar — and then get handed to people who will use it for years without me in the room. The screen it was drawn on is the easiest test that mark will ever face, and it's the only test most marks get.

The call I make

I approve a mark at its smallest real application before its largest. The easy default is to sign off at the size it was designed at, where every detail survives, and to lead with an illustrated character because that's the piece everyone loves in the presentation. It's also the piece nobody can stitch. I'd rather lose the first reveal than rebuild an identity after the uniforms are ordered.

What it produces

  • One file set covers stitching, print, and screen, so nobody has to guess which version to send.
  • The version signed off is the version that survives the jersey, because it was tested there first.
  • Written guidelines go out with the files, so the identity still holds when someone other than me makes the next graphic.

02

A season that looks like one season

Sports Media · High school and club programs · Named examples on the portfolio

  • Game-day graphics across a season
  • Player feature pieces
  • Announcement and milestone graphics
  • Senior Night commemorative work

Where you can see it

Senior Night — vs Vista — El Camino WildcatsEl Camino WildcatsSenior Night — vs VistaPlayoff Game — vs Torrey Pines — El Camino WildcatsEl Camino WildcatsPlayoff Game — vs Torrey PinesOut Work — Our Way BasketballOur Way BasketballOut Work

The constraint

The calendar isn't negotiable. Games land when the league says they land, a recap that posts two days later isn't a recap, and a full season is dozens of pieces produced against somebody else's schedule by one person. The standard doesn't get to slip in February because the schedule got heavy.

The call I make

I build the templates and the naming system before I build the first graphic. The easy default is bespoke every week — it looks better in week one and collapses by week six, which is exactly when a program needs it most. Work tied to a fixed date gets scheduled ahead of that date rather than into the week it lands, and Senior Night gets produced in the quiet part of the season, because it's the piece families keep and the worst possible one to rush.

What it produces

  • A season reads as one system — game day, player features, announcements, and Senior Night all built off the same set of rules.
  • The pieces exist as an archive a program can point at instead of a folder of one-offs. The El Camino and Our Way sets on the portfolio are what that looks like.
  • New pieces drop into an existing system instead of restarting the design conversation every week.

03

The store closes on purpose

Team Stores · Programs, clubs, and volunteer-run teams · Named examples on the portfolio

  • Store setup
  • Product curation
  • Fulfillment (Shopify · Printify)
  • A timed order window, opened and closed
  • Printed season editorial, where a season deserves one

Where you can see it

Summer League — The Journey — Longhorns BasketballLonghorns BasketballSummer League — The Journey

The constraint

Most of the teams this is built for have no staff to hand a storefront to. There are families who want gear and nobody on the program's side who wants to buy inventory, chase sizes, or answer shipping questions in June. The whole thing has to work with nobody over there administering it.

The call I make

I run a timed order window instead of an always-open store. The easy default is to leave it open all season because it looks like more sales; what it actually produces is leftover sizes, a mismatch between the parent who ordered in October and the one who ordered in January, and refund questions in April. One window keeps production batched and pricing the same for everyone in it. If a program wants it open year-round I'll build that — after I've told them what it costs.

What it produces

  • One batch, one delivery, one conversation: the store opens, closes, ships, and settles as a single cycle.
  • No inventory bought up front, because production runs against the orders inside the window.
  • Where a season deserves something printed, it gets produced to the same standard — the Longhorns summer-league cover on the portfolio is that piece.

Start here

Yours would be next

Tell me what you're building. If you'd rather your name never appeared on this site, say so up front and it goes in the scope — it isn't a favour you have to ask for later.

Book a consultationSee the process