Joe began his career in the creative services department of the National Hockey League. At the NHL, Joe played a pivotal role in the development of numerous league-wide branding efforts as well as those of individual teams. Upon leaving the NHL, Joe accepted a position as art director for Fila U.S.A., where he applied his abilities to help brand and launch a successful new addition to the Fila product line. In 1998, Joe founded his eponymous sports branding shop, a firm that today is recognized by both sports and creative professionals as one of the leaders in the industry.

Joe graduated Magna Cum Laude from Temple University’s Tyler School of Art with a BFA in Graphic Design. He lives in Pottsville PA with his wife, Christina and two boys, Brendan and Quinn.