Cassette Creative is a studio located in Southern California with 20 years of experience in branding, design, and strategic visual communication in the cycling and action sports industries.
FOUNDER, CREATIVE DIRECTOR
I’m the former creative / art director and designer of 11 years for crankbrothers – a mountain bike component company known for their infamous eggbeater pedal. While there I handled everything visual for the brand - packaging, all print collateral, web site, instruction sheets, ads, all photography direction, a few marketing initiatives, and everything in between. I even created and managed a world class two women pro team called The Race Club. I love cycling, bikes, and design, so the role at crankbrothers fit perfectly.
But times change, and I decided to take the leap of faith and am now running my own small design agency, Cassette Creative, with a goal to put to use the years of experience I've had at crankbrothers for other brands in the industry.
I'm a graduate of Canada's top design school, Alberta College of Art & Design (B.Des), and have spent time working in Calgary's creative scene with some great designers.
What brought me to Canada? After a year at the US Olympic Training Center in Lake Placid, I moved there to train with Canada's international speed skating program at the Olympic Oval. Yes, I spent years skating in circles, chasing Olympic size dreams. And yes, I raced Apolo Ohno when he was much younger (and faster) than I was.
But cycling has always been a huge part of my life. I still love training, racing, and the journey of being an athlete.
Bikes have taken me to some amazing places and created great friends over the years. Looking back, I'm very proud to be in this industry – I'd have it no other way.