efi Sports Medicine is the undisputed leader in the functional exercise and therapeutic equipment industry. efi Sports Medicine has been the primary source of functional rehabilitation and therapeutic exercise equipment to physical therapists for more than three decades. This market has a long history built on trust.

EFI had developed a new product and turn-key system which they felt would combat the reality that the physical therapy market's growth was limited by insurance companys putting a cap on the number of visits it would pay for a patient to attend, thus in effect limiting the therapists ability to grow their business.

This brochure was designed to help facilitate the paradigm shift that efi felt they were going to create with the new product and system. It was designed in a large format to support the message that it was a big bold idea. The photography, location, and style were all created to support this effort to create big impact in the market.

Please see Case Study - Total Gym Rehab for more details.


  • • Concept
  • • Art Direction
  • • Design and Layout
  • • Photoshoot Direction


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I am an art director, web designer & filmmaker originally from Los Angeles, CA, now residing in Chula Vista Ca. Working on brand strategy and corporate identity are passions of mine. I beleive that every company has a personality and that properly crafting its presence in the marketplace can increase a company's profitability.



2013 | Olympian High School Leadership Award
2009 | Davey Award
2008 | Communicator Award (3)
2007 | American G D Award (2)
2006 | Davey Award
2005 | efi Outstanding Achievement
2005 | Davey Award (3)
2005 | American In-house Design
2005 | American G D Award (3)
2004 | American G D Award (2)
2004 | The Creative Show - Silver
2003 | efi Outstanding Achievement
2003 | Telly Award
2002 | efi Leadership Award