I'm a creative director with over a decade of work behind me, half of it in agencies, half in-house, and now all of it for whoever's smart enough to hire me.

I work with founders who care way too much about details, early-stage startups before they get boring, wellness brands with personality, and tech companies that don't want to look like every other tech company. If you have taste and a point of view, we'll get along. If you don't, I'll help you find one.

A few things I believe, since you're here:

Most brand work is overdesigned and underthought. Strategy beats aesthetics, and aesthetics beat trends. "Minimalist" is usually just empty. Pretty is not the same as good. Taste isn't subjective, and pretending it is hurts the work. Trends are a trap; longevity is the real flex.

If any of that made you nod, we should talk.

Why I do this and not pure design:

I came up as a designer and realized somewhere along the way that I'm better at directing taste than producing pixels. I like setting the vision, picking the references, telling someone that's the one. I like working on bigger ideas with more variables. And yes, it pays better. I'm not going to pretend otherwise.

A bit of context:

I've worked across a few countries and cultures, which is a long way of saying I've seen what works in lots of rooms and what doesn't. I'm based in Yerevan now, but I work with clients everywhere. Time zones are a solved problem. Taste isn't.

If you've made it this far,

you probably want to know what working together looks like. Three options on the Services page. Or just say hi and we'll figure it out.