Over the last 20 years, I have dedicated a large amount of time to the creation, development, direction, and management of the Electric brand. When Kip Arnette came to me with his vision for a new brand called "Electric" that would be more modern than our last work together at Arnette, I was all in. As Kip worked on the first sunglass designs to launch the brand with, I got busy with the brand design inclusive of the logo, identity, web, packaging, advertising, and all things Electric.

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Fast forward to 2012, although I technically wasn't consulting, I was moonlighting from my day job as CEO of the brand as the creative director, leading a rebrand to modernize the look and feel of Electric to evolve to the standard of the time. 

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My work at Electric has always been very close to my heart, constantly directing teams of talented photographers, videographers, and designers as well as contributing to all of that workload myself. 

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I am most proud of the logo work for Electric which helped to propel it to the forefront of its market. That said, upon Kip's retirement and my buying the brand back in 2016, I took the helm of designing the sunglasses and directing the design of goggles as well which was incredibly fulfilling. 

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I sold the majority stake in the company in 2020, and exited the business.  For the first time in 20 years, I have nothing to do with the day to day, or the creative management of the Electric. Bittersweet, I've got an endless catalog of logos, advertising campaigns, apparel and accessory designs, videos, sunglasses, and the like to remember my undying commitment to building one of the most iconic brands to ever enter the sunglass and snowgoggle space.