My own brand
For more than twenty-five years I have built brands for other people. Names, identities, voices, stories. It is work I love, and it is what I do best.
There is a second life I live. I ride adventure bikes. Dust, gravel, long days, wrong turns that become the stories you tell for years. ADVTEES is where the two lives met.
My own laboratory.
I built it the way I build every brand, only this time I was also the client. I wrote the name. I drew the identity. I set the voice. I designed the tees and built the store at advtees.com. Every method I use for the companies I work with, tested here on my own money, my own shelf, my own name.
Small stories, printed.
ADVTEES is an adventure bike t-shirt brand. Each design carries a small story from the riding life.
Life Begins Where Roads End. The Best Plans Are The Ones I Didn't Make. I Don't Crash, I Test Gravity. AI Can't Feel The Wind.
None of it is invented. Riders read a line, smile, and know exactly which day it was.
Where the tees live.
The riding is where the stories come from, not where the tees go. The tees live everywhere else: at work, in the street, around people who have never touched a handlebar. They sell worldwide through advtees.com, and riders wear them out in the world as identity. Then another rider walks by, reads the line, and nods.
That nod is the brand.
Forest green
Life Begins Where Roads End
Light gray
The Best Plans Are The Ones I Didn't Make
Black
I Don't Crash, I Test Gravity Regularly
White
AI Can't Feel The Wind
Navy
Escape The Ordinary
Black
Untamed
The honest brief.
Building your own brand is the most honest brief there is. No one to convince, no one to blame, nowhere to hide. The strategy, the word, the color, the price: every call is yours, and the market grades your work in public.
That is the view I bring to every brand I build with clients: an owner's view, not a supplier's.