Joe grew up playing sports year-round, skateboarding, listening to music, and learning all things pop culture.  His love for music, technology, and what was trending never faded. By his teenage years, design had become a major interest.

Joe double-majored in Marketing and Management. While at The University of Illinois-Chicago, he was a three-year captain on the Men’s Basketball Team, winning the Horizon League Conference Tournament and earning spots in the 2002 and 2004 NCAA Tournaments.

After college, Joe became one of the youngest hires at Pfizer. In pharma sales, two things are everywhere: samples and branded merchandise. As a curious marketing major, Joe was able to learn all the ins and outs of how a large company handled their merchandise. 

After nearly a decade, he moved on to a leadership role with a healthcare startup. One of his responsibilities was purchasing merchandise. It was a different world compared to his experience at Pfizer. Dealing with subpar vendors sparked an idea. 

On the side, Joe started creating custom apparel for local small businesses. It took off, and Joe tied together everything he learned to create the kind of company he wished he had found when he was sourcing merch.

That's how Fresh Color was born – a company dedicated to helping brands "Be Seen." Joe envisioned Fresh Color as a true creative partner, more than just a water bottle and a tee shirt. Fresh Color works to be an extension of its clients' brands, never losing sight of their story, always working to make sure they are seen the way they should be. 

To Joe, Fresh Color is more than just business as usual. Knowing how much athletics and creativity influenced his own youth, he made sure Fresh Color supports organizations that provide opportunities for kids to participate in sports and the arts.

Knowing the power of being seen and the importance of community is what makes Fresh Color different.