Strategic
Creative
I reveal what founders can't see and support them toward what they intended to build.
Michael J. Syfax
Creative
The work operates in three areas.
What I Do
Identity
Who your brand actually is, before anything gets designed or said.
This is brand concept development.
Signals
What your brand communicates through its visible choices: space, design, language, aesthetic.
This is design and implementation.
Experience
How your brand delivers, turning identity and signals into something your customer actually resonates with.
This is guest experience design.
Fewer barriers between a brand and the people it's for. A customer journey built with intention, not assumption. A business people trust, and a return stakeholders can see.
The Result
Featured Work
NEIGHBOR X FOLK
A retail concept built for the moment Michigan Central opened, then rebuilt again when that moment became a movement.
A partnership with Rohani Foulkes, founder of FOLK, brought to life during Michigan Central's Winter Markets. What started as a seasonal test became a lasting concept, and eventually, a new way of thinking about retail altogether.
More to See
WPC
Fanny's LA
Experience direction for a restaurant inside the Academy Museum of Motion Pictures, where every detail carried the weight of the room it lived in.
Strategy for one of hospitality's most recognized names, where every detail had to earn its place at the table.
Let's Talk About It
If something you're building needs the same kind of attention, I'd like to hear about it.