creative
Perspective

Great design isn’t just about creativity. It’s about clarity.

As Director of Graphic Design for the UTEP Miners, I’ve learned that the strongest creative work comes from understanding the bigger picture: the brand, the audience, the process, and the purpose behind every design.

Early in my career, I saw creativity as freedom—pushing boundaries, chasing inspiration, and staying open to possibility. That spirit still drives me, but experience has taught me that creativity thrives when it has structure. Building thoughtful systems has helped me stay focused, streamline my workflow, and create with greater intention. Structure doesn’t limit creativity. It gives it room to grow.

Understanding a brand is just as important. When I know what a brand stands for, who it speaks to, and how it should be experienced, I can create work that feels authentic rather than simply styled. At UTEP, that means helping build a visual identity that reflects the pride, character, and energy of the Miners and the city we call home.

Communication is another essential part of the process. Good design solves problems, but meaningful design begins with listening. Clear communication with clients, collaborators, and partners creates alignment, builds trust, and turns creative direction into collaboration. It allows ideas to move from concept to execution with purpose.

As Director of Graphic Design, I lead the visual direction of UTEP Athletics across digital, print, branding, uniforms, environmental graphics, and game-day experiences. I also direct live video board production for football and basketball, bringing together graphic design, technology, and real-time production to create an engaging experience for Miner fans.

Just as important, I have the opportunity to mentor the next generation of creatives. Through recruiting, training, and working alongside student interns, I provide hands-on experience in graphic design, live production, and the realities of working in sports creative.

Design, structure, and communication are at the center of how I work. Together, they turn inspiration into something purposeful, consistent, and built to last.

toolkit

Branding

I shape brands through a disciplined blend of strategy, storytelling, and design. By building thoughtful visual systems and authentic narratives, I create brand experiences that resonate deeply, adapt seamlessly, and endure. I believe in brands that inspire loyalty through meaning and connection.

Graphic Design

My passion for graphic design stems from a deep love for visual storytelling. I believe that design has the ability to transcend language barriers and connect with people on a universal level.Creating a visual language utilizing compositions of typography, imagery, shapes and color with purpose. From logo designs that capture the essence of a brand to stunning print collateral that communicates messages effectively, I always strive to deliver designs that exceed expectations.

Daktronics Show Control

With a background in video production and broadcast, I contribute to enhancing the game day experience for football and basketball events. My primary focus is managing venue content through the Daktronics Show Control System, including developing structured workflows to organize marketing and sponsorship assets from Van Wagner. This process involves building script containers, configuring button layouts, and mapping hotkeys to ensure a seamless and dynamic video board presentation during athletic events.

Digital Experiences

Digital design is another aspect of my skill set. From web interfaces to social media graphics, I understand the importance of designing for various digital platforms. I am adept at creating designs that are not only visually appealing but also optimized for usability and responsiveness. I thrive on the challenge of finding innovative solutions to design problems, leveraging technology to create seamless user interfaces, intuitive interactions, and captivating visual storytelling.