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    • Based in Grand Rapids, MI

    Creative Director | Consultant

    Brand Experience, Strategy + Identity

    Brands built,

    results measured.

    20+

    YEARS OF CREATIVE LEADERSHIP

    $300M

    IN REVENUE DRIVEN FOR CLIENTS

    130%

    average traffic increase

    50+

    Brand systems delivered

    trusted by

    • Selected Work

    Work that performs

    as well as it looks.

    FEATURED WORK

    Rebranding Empower Pharmacy

    A legacy healthcare brand reimagined from the ground up. New identity, voice, website, and social presence built for the future of pharmacy.

    VIEW
    Image

    FEATURED WORK

    Karman Chair Product Launch

    The multi-channel launch that generated the highest pre-order volume in Steelcase history and built a product responsible for roughly $300M in annual revenue.

    VIEW

    FEATURED WORK

    Iowa Ortho Brand Refresh

    A full brand overhaul that transformed a regional orthopedic practice into a cohesive, recognizable market leader. From logo to digital, print, and social.

    VIEW
    Image

    FEATURED WORK

    Steelcase Holistic ESG Commitment

    A campaign that made one of the world's largest office furniture companies' commitment to sustainability impossible to ignore. Spanning a 77-page impact report, website, and social rollout.

    VIEW
    Image

    THE STORY

    Design-led

    insider & leader

    I've spend extensive time on the Agency-side and in-house. Both. Always in the room where the brand decisions actually get made. Becoming a strategic partner, shaping the vision, building the team, defending the strategy.

    Nike. Apple. Coca-Cola. Steelcase. The credentials matter, but what matters more is knowing how to translate a business problem into a brand that people feel.

    Global product, brand campaigns & creative systems

    In-store brand experience & retail design

    Pop-up brand experience & identity systems

    Global brand and product launches

    45

    WHAT I DO

    Most creative teams

    need more than a director.

    They need someone who can build the system, lead the team, and still care about the craft. That's the work I do.

    01

    Brand Strategy
    + Identity

    Building brand platforms that hold. Positioning, voice, visual systems and the strategy that ties it all together.

    brand identity

    messaging

    brand voice

    strategy

    02

    Creative Direction
    + Campaigns

    From campaign platform to final pixel. Strategy through execution, across every channel that matters.

    creative direction

    campaign strategy

    execution

    03

    Leadership Coaching
    + Consulting

    For creative leaders and the companies that need them. Practical guidance on building creative culture, raising the bar, and making better work.

    coaching

    creative leadership

    consulting

    WHAT THEY'RE SAYING

    "Delivering outstanding results for Paycom. Jake thinks holistically – and his thinking goes beyond design. He brings a wealth of great concepts when presenting work and has the ability to strategize from the outset."

    — CASEY T., PAYCOM BRAND DIRECTOR

    "I had the absolute pleasure of working closely with Jake, and I can honestly say he elevated the bar for our creative in a big way. He helped modernize and evolve our brand that not only looked polished and professional but also highlighted the value of our services with warmth and humanity."

    — AMY C., PRODUCT MARKETING LEADER

    "Jake doesn't show up with a solution in hand. He gets in the room, asks the hard questions, and builds something that actually fits. The brand work outlasted everyone who briefed it."

    — CMO, EMPOWER PHARMACY

    "Jake is the best type of creative partner. He understands the business goals, advocates for the audience’s experience, uses “yes, and” to make starter ideas even better, and collaborates to unify messaging and visuals so the final product has the most impact."

    — DANA W., INTEGRATED MARKETING DIRECTOR

    During a key phase of growth Jake quickly brought structure, higher standards, and a stronger creative point of view to the team. Jake builds systems, not just assets. He elevated our brand, improved consistency across channels, and made design a more strategic partner to the business.

    — PAUL M., HEAD OF MARKETING

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    what's next

    Stop settling for

    creative that just looks ok.

    If you're building something that needs to be right, not just executed. Let's talk.

    LET'S CONNECT
    BOOK A CALL

    From brand strategy to final pixel, I build the creative infrastructure that scales.

    © 2026 Jake Pacheco | Pacheco Creative

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