Principal and CO-creative director, Turnstyle
FOCUS: Turnstyle is a design firm focused on brand identity, web, packaging, retail and print. Some notable clients are the Bill & Melinda Gates Foundation, DRY Soda, Lookout, Microsoft, Mithun, Nordstrom, Seven Salons, Starbucks, Teague and Vulcan.
CRAZIEST THING I’VE DONE: Through our connections with Boeing and Teague, we were introduced to a tiny airline sponsored by the island nation of the Seychelles. Despite the fact that there are few places on earth farther from Seattle than the Seychelles — it’s about 1,000 miles northeast of Madagascar — we were awarded the assignment to evolve the Air Seychelles brand and apply it to its fleet of domestic and international airplanes.
I WISH I CAME UP WITH: The App Store. Many people consider the iPhone to be Apple’s biggest invention, but the real game changer (pun intended) is the place where all the software is bought and sold. We also sort of wish we had invented the Hot Pocket because the margins on imposter empanadas stuffed with low-grade meat and cheap tomato sauce must be enormous.
HOW I WOULD BRAND SEATTLE: Perhaps the best thing is to not brand Seattle. Do we really need to entice people to come here any faster than they already are?