Frame
Understand the real problem, the people involved, and what must be true for the work to matter.
Creative Director · Brand, product, and experience
Rob Martin
About
I find the idea worth building, then direct the strategy, system, and form that carries it through.
14Years leading Majorminor
2Studios: San Francisco + Los Angeles
2009Founder-led creative direction since
Selected Work
Work built to hold.
Brand, institutional, product, and experience systems shaped from decision through delivery.
What I Lead
Direction with enough structure to ship.
Creative leadership across the decisions, systems, teams, and production realities that make work durable.
/01
Brand strategy
Positioning · architecture · voice
/02
Identity systems
Identity · campaigns · art direction
/03
Art direction
Products · platforms · digital systems
/04
Product / UI direction
Teams · clients · production
Process
Decision → direction → delivery.
The work starts before the make-it-look-good stage and stays coherent through production.
Decide
Name the idea and the choices that give the work its edge before execution begins.
Direct
Build the system, align the team, and protect the idea across every expression.
Deliver
Carry the work through production so the direction survives contact with the world.
Leadership
Judgment under pressure.
01Running a team, not a one-person studio
Rob ran the team on a visible weekly rhythm: a stand-up every morning, and no client meetings or deliverables on Mondays or Fridays.
02When the approval process outlasts the agreement
Every round, the real question wasn't whether the work was right — we had approved briefs and approved deliverables proving it was.