Actually, my real name is Robert Christopher Choiniere, but I usually go by Chris. I’ve been working in the advertising industry for 20 years, and people always had a hard time getting my name right. Somewhere along the line, someone called me “Choitze” and it stuck - I guess it was easier to remember. That’s how branding works.

I have a background in philosophy and photography, and started my career as a graphic designer back in 2005. I am now a creative director, designer, video editor and sometimes copywriter. I have a lot of experience coming up with ideas for ad campaigns, working on creative and brand strategy, editing videos, creating and deploying websites, designing logos and developing brands, directing video and photography shoots, presenting work to clients large and small, and doing all kinds of random creative jobs. But my real passion is for branding, packaging and merch design, so that’s what I focus on most.