That’s me.
Always in the game.
I’m a creative director who helps brands show up clearly and consistently across hospitality, food, events, CPG, and digital experiences. I have spent my career shaping identities, guiding campaigns, building systems, and leading teams through moments where clarity and direction matter most.
Whether I am helping a team refine their story, build a brand system, or bring an idea to life, the goal is always the same. Creative that feels focused, intentional, and unmistakably yours. And yes, I like to keep it fun along the way.
Experience + Impact
Highlights and collaborations that reflect my approach to creative leadership and brand impact.
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Launched Neighborhood Nosh, turning a dining concept into a recognizable brand.
Led a complete rebrand that unified creative, culture, and voice across every touchpoint.
Directed USAA’s NFL campaign, blending storytelling with audience engagement.
Guided Kraft (Ritz) and Nutri-Grain initiatives that became digital case studies.
Scaled a creative team from 3 to 10, balancing craft, strategy, and speed.
Created AFAR, a sub-brand with distinct naming, messaging, and identity.
Partnered with product and data teams to deepen client engagement.
Lead with clarity, collaboration, curiosity, and a sense of fun.
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Includes JetBlue, United, Hilton, and Marriott across hospitality, travel, and loyalty, as well as Kraft (Ritz) and Kellogg’s (Nutri-Grain) in the CPG space, building distinctive, story-driven brands that connect across channels.
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Creative Direction and Brand Strategy
Guiding identity, campaigns, and visual systems with clarity and intent.Visual and Narrative Storytelling
Shaping design, motion, and voice into cohesive, compelling stories.Integrated Marketing and Social
Leading digital and social activations that build engagement across channels.Experience Design (UI/UX)
Aligning research, interaction, and testing to improve usability and flow.Team Leadership and Mentorship
Building collaborative, high-performing creative teams grounded in trust and curiosity.
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ADDY Award – Silver, Internet Advertising
Mobius Award – First Place, Food Marketing
DMA ECHO Award – Second Place, Interactive Marketing
WebAward – Outstanding Achievement, Website Development
Testimonials
“Larry manages the creative process brilliantly, from high-level strategy to the smallest details.”
— Bethany Petryszak, Experience Design Leader & AI/ML Thought Leader
“An exceptional creative leader, he excels at branding, concepting, and big-picture thinking. His ability to deliver insight-driven solutions under pressure is rare. From strategy to execution, he consistently delivers top-tier work. Junior talent grows under his mentorship, and his positivity brings levity to even the most tense situations.”
“He has a way of pushing others to do their best work, all while making you laugh.”
— Hillary Johnson, Associate Creative Manager at Rewards Network
“The importance of building trust and making time for your people is something he champions daily. His guidance and willingness to listen made a lasting impact on me. Larry gives advice, builds others up, and always brings out the best in a team — with humor, warmth, and integrity.”
“Creative, hands-on, and results-driven.
A true leader in every way.”
— Michele Bartram, Chief Experience Officer at U.S. Census Bureau
“Larry brought leadership, innovation, and a roll-up-your-sleeves attitude to every project. He played a key role in launching products, revamping merchandising, and redesigning the Rand McNally Travel Store. Every outcome was stronger because of his contributions. Any team would benefit from his leadership.”
“You can count on him to bring fresh and innovative ideas to projects.”
— Jill Armstrong, Senior Director of Partner Development at Rewards Network
“A critical thinker with loads of creativity, Larry is always pushing boundaries in the best way. He’s passionate, team-focused, and brings energy to every room. I leaned on his input often in key decision-making moments. He’s a thoughtful partner and a great complement to any cross-functional team.”
“Larry is a perfect blend of a creative thinker and a big picture strategist”
— Sarah Myer, Director of Marketing at Hcareers
“A rare creative leader, he can see the big picture and still obsess over the details that drive results. His work consistently elevated our customer experience and ROI. I trusted him to deliver not just ideas, but outcomes. He’s a true team player with a strategist’s mind.”
How I Can Help
Creative Leadership
Team Building
Mentorship
Culture Design
Strategic Alignment
Brand & Design
Brand Strategy
Campaign Systems
Visual Identity
Design Frameworks
Digital & Experience
Experience Design
UI/UX
Interaction Strategy
Design Thinking
Content & Social
Storytelling
Content Strategy
Motion Design
Multi-Channel Activation
Let’s Work Together.
Appreciate you spending a little time here.
I help brands stay clear, consistent, and just curious enough to keep evolving.
And yes, your parking’s validated. 🅿️👍
Closing things out with a little help from AI. Created using Midjourney, Flow, and Sora.