You may already know the jackalope as an Americana folklore favorite: the elusive jackrabbit-antelope hybrid (who sings with cowboys!). Why would I use it as my logo? A whimsical critter doesn’t seem the most professional choice, and I can't sing at all, even with backup cowboy vocals. The answer involves a bit of a story, with heavy-lifting from symbolism. (Surprise! Copywriter!)

I’ve always been drawn equally to science and art (which probably made me even more terrorizing as a toddler with “experiential art” and “creative science experiments"). I never saw them as opposites: they were connected. Each was perfectly interesting on its own, but to combine them created something that was itself distinct and original, not simply a copy—something truly unique. A hybrid.

This unity of “opposites” is the foundation of my work. When I receive a brief, for example, my first step is to think. Basic, yes, but experience has taught me that things we dismiss as obvious are often the most overlooked. So, first, I start with the science, and think: I review; I identify the problem; I research; I compare; I analyze; I learn all I can until I truly understand exactly what problem needs to be solved. This way, once I start creative development, my ideas are not guesses that hopefully stick to the wall: they are solutions that hit a target. For me, sharing the rationale of a creative process is intuitive—it’s pure luck that clients seem to like it.

There are more reasons I’m partial to the jackalope, of course. Two of my favorite animals happen to be the bunny and the deer, and here they are, all in one. The word itself is a portmanteau and, you guessed it, I love words. I also love folklore, and stories of all kinds; I like how the jackalope was likely born from a campfire as cowboys could swear they heard someone else singing, like sailors inventing mermaids. I am fascinated by the way we use stories to understand the world when logic fails us, and awed by its power to bond us together.

Finally, though, a detail that is both important and sentimental: a jackalope doesn’t have to try to be a jackalope: it is inherently unique. You could say we are all jackalopes, of course… but I do have the logo.