F R A M E  O F  R E F E R E N C E    A structure of concepts, values, customs and views, by means of which an individual or group perceives or evaluates data, communicates ideas, and regulates behavior.

M Y  W O R K  I S  A B O U T  F R A M I N G    ­ I’m using graphic design to create a frame of reference. In many areas of my work, I expose frames of reference that are different from the norm, which can expose new cultural ideas to those viewing them. From analyzing startup culture to looking at cross-cultural relationships, my work aims to share new ideas that may lead to a widening of the viewer’s frame of reference. In other areas of my work, I show my own personal frame of reference in how I visualize some of my projects, such as when working with experimental type to describe how a piece of music feels or showing a state of mind.






San Francisco, CA.