Joe is a brand strategist, a researcher, a writer, and a designer.

As the founder of Jell Brand Strategy, Joe has spearheaded dozens of brand launches, rebranding initiatives, and marketing campaigns over the past 30 years. 

He is passionate about collaborating with his clients, discovering insights and sharing them with others, and contributing to the greater good. He believes all human behavior, no matter how odd or unpleasant, makes perfect sense.

Joe writes on a wide range of topics related to brand research, insights, and strategy. You can follow him on Medium and or subscribe to his newsletter, Always On Brand.

When Joe’s not writing or working on client projects, he paints, using oils, acrylics, and other media. His work is available at Unknowing Art Studio.

Earlier in his career, Joe authored books and magazine articles on design. He was the Senior Editor and Art Director of Digital Chicago and Digital New York magazines.

In the early 1980s, he co-founded a software company, Enabling Technologies, that published a series of groundbreaking graphics programs for the nascent Mac and Windows markets.

Before entering the business world, Joe conducted clinical and experimental research at two laboratories on Chicago’s South Side. He studied behavior analysis at The University of Chicago as a doctoral candidate under Israel Goldiamond, while exploring auditory neurophysiology at Michael Reese Hospital’s Siegel Institute under the guidance of Nina Kraus and Özcan Özdamar.