What’s all this?

Welcome, my name is Joel. I’m a creative marketing professional with a passion for brand and the culture it creates. I’ve been in the game for a minute which means I’ve got a lot to share. My career has taken me all over the world. While I have marketing at my core (starting out in the music industry), I’ve done time in account management, strategy, copywriting, creative direction, agency ownership, and currently I oversee the creative and strategy teams at Fort West - a strategic brand and marketing agency. I’ve learned some key things over my career that shape the way I work, and how I build high-performing teams. Like the fact that strong brands are intrinsically connected to the cultures they serve (just like successful music artists). Or that for most consumers, it’s not what the product does, but what it allows them to do that matters most. And finally, the simple idea that craft follows story.

Here you will find a large body of work. Some of it I made, some of it made by teams under my management and mentorship, and a lot of it for marketing plans and campaigns I helped to conceive. For the purposes of this site, I am not going provide traditional case studies (those can be found elsewhere), instead I am going to talk about what I feel is most significant for each piece and why I think it is good.

Enjoy.