Matt has always been more interested in whether design works than whether it wins awards.
Matt spent his formative years on California’s Central Coast and his design career in Los Angeles, working across restaurant brands, hotels, construction companies, logistics firms, and tech startups. Small town upbringing, massive creative market, the combination gave him a perspective that’s stayed with him. Great design isn’t about looking different. It’s about being understood.
Brand identity is where he keeps coming back. It’s the work he enjoys most and the work he’s spent the most time doing, figuring out why some brands feel memorable, and others don’t, why certain systems hold up over decades while others fall apart in a year. His conviction isn’t particularly trendy in design circles: most design problems aren’t solved by being more creative. They’re solved by being more clear. A logo is usually the easy part. The thinking behind it is where the real work lives.
At FieldWrk, Matt does a little of everything: brand systems, guidelines, presentations, campaign assets, websites, and whatever creative problem is sitting at the top of the list. He’s straightforward about what’s working and what isn’t, pushes for simplicity when the work calls for it, and cares about keeping projects moving as much as he cares about getting the details right. The goal is always the same: take something complicated and make it feel clear, intentional, and easy to trust.
He lives in Mt. Juliet, Tennessee with his wife and son. Most of his free time goes to them. Beyond that, he’s in the gym, following motorsports, MMA, football, and baseball a little too closely, and working on personal design projects that always end up feeling like work. He also notices logos, signage, and typography everywhere he goes — restaurants, highways, parking lots. He can’t turn it off, but he’s made peace with it.
Oh, and NASCAR. Somehow NASCAR always finds its way into the conversation.
