About

Travis is a conceptual art director, brand strategist, designer, and artist whose perspective is shaped by his journey from a small farming town in Texas to Brooklyn, New York. His upbringing instilled a sensibility for craftsmanship, and resourcefulness that remains central to his work today. His journey into commercial creativity began in middle school when he purchased his first camera and has since evolved into a multi-faceted professional practice.

Embracing the idea that a “jack of all trades is oftentimes better than a master of one,” Travis has cultivated a dynamic skill set that includes painting, art direction, brand strategy, videography, and photography. This versatility allows him to deliver comprehensive and intelligently designed brands. His work is unified under the signature T.MACK, a personal commitment to craftsmanship, creative intelligence, and work that is both culturally and contextually relevant.

Currently, Travis is the full-time lead art director and creative strategist at IF STUDIO, a boutique luxury lifestyle branding agency in New York, where he applies his holistic creative vision to build compelling and successful brand narratives.

Expertise

Art Direction

Establishing the overall visual style, tone, and cohesive aesthetic, and translating strategic concepts into a clear visual language through graphics, photography, and video.

Art Direction

Establishing the overall visual style, tone, and cohesive aesthetic, and translating strategic concepts into a clear visual language through graphics, photography, and video.

Concepting

Front-end process of generating and refining a singular, powerful, and viable core idea that solves a strategic problem. Serving as the imaginative engine for integrated campaigns.

Concepting

Front-end process of generating and refining a singular, powerful, and viable core idea that solves a strategic problem. Serving as the imaginative engine for integrated campaigns.

Brand Strategy

Defining a brand's unique market positioning and long-term narrative based on research, consumer insights, and competitive analysis while developing a vision for all creative outputs.

Brand Strategy

Defining a brand's unique market positioning and long-term narrative based on research, consumer insights, and competitive analysis while developing a vision for all creative outputs.

Design

Using principles like typography, color theory, and composition to organize information and create visually engaging experiences across digital and traditional advertising and design.

Design

Using principles like typography, color theory, and composition to organize information and create visually engaging experiences across digital and traditional advertising and design.

Creative Values

Perpetual Evolution

Always changing, evolving, and re-shaping, because "that’s how we’ve always done it" is never an excuse. A willingness to try new things and find smarter solutions is always at the forefront of the process, ensuring flexibility and relevance.

It Takes a Village

Work is always better with collaboration. When the entire team, from clients to strategists, to art directors and producers, are in sync, it’s absolute magic. The best ideas are welcomed from anyone and anywhere, especially when kindness and respect are an expectation.

Zero Ego

This value prioritizes empathy and humility above personal acclaim. The work succeeds when the ego is set aside, allowing for candid feedback and the recognition that the kindest, most open person in the room often brings the smartest insights.

Context is Key

Balancing creativity with strategic foresight is key to ensuring the work has the legs to last. A commitment is made to a level of craftsmanship that highlights quality and is built around a deep understanding of a project's commercial and cultural context.

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