About
Perhaps it has been chance, but my life seems to have been destined to exist at the crossroads of design and professional sports. I could not have guessed back in the day that my combined passion and pursuit of art, design, and athletics would somehow fuse into the work I do.
There are few brands existing in the world today that elicit as much loyalty and vibrant passion from their consumers as professional sports teams. These brands stand for something almost sacred to their consumers. Think about it. How many brands in the world, outside of sports, are the source of generational rivalries, or have come to stand as symbols of good or evil, depending on which one you cheer for? These brands represent personal values to their consumers, and as brands go, they are about as emotionally powerful as a brand can be.
Over the course of my career, I have been lucky enough to work with and lead some of the most talented designers in the licensed sports business. Together we have created identity assets and products in conjunction with hundreds of these powerful professional team sports brands, enriching the narrative between team brand and consumer (fan). As part of my work, I have had the awesome responsibility of designing and leading product teams in the development of some of the most technologically advanced uniform systems worn by today’s professional athletes.
As could be expected, working with such lightning rods of emotional pride, my work over the years has come with its mix of enthusiastic praise, and emphatic distain from sports fans around the world. That being said, I feel lucky to be able to create and work in a forum that provides me relatively immediate, unfiltered, and passionate feedback on my work from the consumers whom it means the most to.
On this site you can find some of the projects I found particularly rewarding to be part of.
Enjoy!
Jeff
Jeff is a Business Leader, Creative Director, Designer, and Innovator currently located in the Greater Boston area.