I suck at answering the question, "What is your dream project?"

As a multi-tool, I can never respond in a simple way.

I love zooming in and out on a project. From big picture to small details, from overarching business goals to specific branding styles.

Think Google Street View AND Google Earth View.

As a designer who specializes in strategic design and creative direction, I would break down my "dream project" into five categories; Space, Impact, The "Thing", My Role, Type of Org.

1. Space

The solar, wind, and EV projects of the world are already taken care of. I'm looking in the other direction, towards the horizon, keeping my eyes on nascent industries that are just emerging; think kelp farming, alternative cement, advanced nuclear, or methane capture.

Those spaces need creative support so they can scale appropriately, get funding, and get people's attention to work for those companies.

2. Impact

In order for us to address our climate emergency, we need radical shifts and pivots across many parts of society.

My "dream project" will:

• promote large scale societal adoption of new solutions, approaches, interventions, economies, policies, and more
• be highly effective at drawing down carbon and other greenhouse gases
• heal and re-nourish our damaged world (think water, soil, air)
• reconnect people to our natural world, to each other, to ourselves, to our food, to our "stuff", to our sense of place
• reshape culture in a meaningful, positive way so that we can rewrite our human narrative

3. The "thing"

I love full-blown campaigns. From guerrilla marketing to branding campaigns, from public awareness to experiential offerings.

Sure, I can build digital products, brand guidelines, marketing material, and other design deliverables. But, what is it that we want people to do, feel, think, say? From there, we can design the most appropriate work.

4. My Role

As mentioned, I'm a multi-tool. My three main focuses are:

+ Strategic Design

Big-picture application of design principles and strategies to solve complex business challenges

+ Creative Direction

Creating tangible design solutions that are visually appealing, engaging, and emotionally resonant

+ Creative Facilitation

Unlocking creative potential in people to generate unique solutions to challenges & opportunities

5. Type of Org

I've worked with start-ups, foundations, F500, small bootstrapped orgs, and high net-worth individuals. No matter what, my aim is to work with courageous, forward-thinking, and compassionate leaders and teams. I strive to surround myself with people that are thoughtful, creative within their own expertise, and highly motivated to go above and beyond what's expected.

So, that's my answer to the question, "What's your dream project?"

How would you answer that question?