About
The system behind the work.
I’m a graphic designer who builds the system behind the work. I’m the only in-house designer at Hoyt Archery, a brand that has been around since 1931. Before that I ran my own studio, Swedge Media, doing packaging, print, identity, photography, and video for product makers. Before that I spent 2020 to 2023 at Blade HQ, on photography, copy, and social. In 2023 I also did creative marketing for Knafs: packaging, the website, and email.
I take a job from a loose brief to a production file: box dielines, labels, catalogs, retail displays, patches, patterns, campaigns, soft goods, Figma component libraries, storefront sections, and email. Then I build the check that proves the file is right.
I don't just make the file. I build the check that proves it's right, and I test the check by breaking it on purpose.
| Hoyt Archery | Graphic designer, since 2025. The only designer in house. |
|---|---|
| Swedge Media | Founder, 2023. Packaging, print, identity, photography, and video. |
| Knafs | Creative marketing, 2023. Packaging, website, and email. |
| Blade HQ | Photography, copy, and social, 2020–2023. |
| Packaging | Dielines, labels, rigid and folding boxes, mailers, hang tags. |
|---|---|
| Catalogs, price books, posters, banners, trade ads. | |
| Apparel | Patches, hats, tees, outerwear, sticker sheets, laser marks. |
| Drawing | Pattern design and hand illustration. |
| Systems | Figma component libraries, email, storefront sections, and the checks. |
What the work is built with
- Illustrator, InDesign, and Photoshop, daily.
- Figma, including variables, components, and the plugin API.
- Affinity Designer, Photo, and Publisher.
- Lightroom, Premiere Pro, DaVinci Resolve, and After Effects.
- Blender and Fusion 360.
- Shopify, Klaviyo, and Mailchimp.
- Liquid, HTML, CSS, JavaScript, Python, Node, and TypeScript.
Print production is part of the file: trim, bleed, crease, score, and safe zones. Pantone spot and CMYK, rich black, overprint, and knockout. Stocks from E-flute to kraft. PDF/X, proofs, press checks. Large format, and the specs for laser, embroidery, screen print, PVC, and sublimation.