CREATIVE DIRECTOR AND BRAND MANAGER at Wagner custom skis | portfolio
In 2007, I started at Wagner Custom as the entire graphics department. Today, they sell over US$1.25m in product, and design 1000+ custom skis a year.
The entire ski is custom, although Wagner's graphics often steal the show. Myself and my team designed stock graphics or created custom graphics for individual customers.
Over the past 15+ years, I personally designed over 2,000 unique ski graphics for local skiers, global brands, and artists from around the world.
In 2020 I redesigned the site and switched the platform to Shopify. This move revolutionized the way Wagner sells skis. wagnerskis.com
Through Wagner's Journal and supporting platforms, I teamed up with athletes, artists, creators, and media to keep our audience engaged and current with all things skiing.
The marketing also included cross-collaborations and contests with national and global brands such as Osprey, LaSportiva, and Outdoor Research.
Curriculum Vitae | Design
Creative Director and Brand Manager at Wagner Custom Skis
2007 - 2025 | Telluride, CO, USA
In 2007, during our prototyping days, I started at Wagner Custom as the entire graphics department. Today, they sell over US$1.25m in product, and design 1000+ custom skis a year.
- Designed/ managed all visual and communication collateral for the company across all platforms; from physical signage to print/ electronic publications.
- Oversaw our marketing team, design team, and UX subcontractors to drive engagement and keep Wagner Custom at the forefront of the custom ski industry.
- Designed the current website and worked with developers to customize the platform migration to Shopify. This resulted in a jump of 203% in on-line sales.
- Personally designed over 2,000 unique graphics for customers around the world, working with everyone from the ski patroller down the street to celebrities and CEOs of global corporations.
- Created and continuously refined the graphics program for Wagner Custom, from communication with customers to the physical production of ski graphics.
- Worked across all factory departments to problem-solve and deliver new product ranges to attract a more diverse audience.
Skilled in Adobe Illustrator, InDesign, Photoshop, as well as Google Workspace, Microsoft Office 365 and various related apps (Shopify, Klaviyo, Active Campaign, Asana, etc.)
Graphic Designer at Telluride Film Festival
2014 - 2025 | Telluride, CO, USA
A team of three to four people design and execute all signage and physical assets across the entire 5-day Telluride Film Festival event, including for theater, event, directional, sponsorship, and fundraising purposes. This is an intense experience as we manage an extremely tight design, printing, and production schedule of less than three weeks.
Signage Manager at Telluride Mountainfilm Festival
2016 - 2020 | Telluride, CO, USA
Solely designed, managed the printing, and oversaw the delivery of all the signage for the in-person Mountainfilm Festival.
Publication Design for Greek 101 and Telluride Magazine
2000 - 2003 | New York City, NY and Telluride, CO, USA
During the summers before Wagner and before my NOLS career (see "Leadership") I worked a few seasonal contracts for various publications. They include the 2002 Greek 101 catalog and the 2000 Summer and Winter Visitor Guides for Telluride Magazine.
Graphic Designer at TANK Design
1996 - 1999 | Boston, MA, USA
At TANK I was responsible for every aspect of my accounts: graphic design, art direction, production and account management. My projects for clients such as Lotus (now part of IBM), New England Pottery, and Stride Rite ranged from promotion, sales and trade show materials to identity and brand management. My client, Stride Rite, alone accounted for one-third of our business at TANK.