It started with frogs under rocks.
Some people discover design. I think I was always wired for it.
As a kid I was the one in the woods turning over rocks looking for salamanders and toads, taking apart my father's electronics in the basement to see what was inside, and building elaborate Lego constructions that no instruction manual had ever imagined. I wanted to understand how things worked — how pieces fit together, how systems created movement, how small decisions produced big results.
Graphic design turned out to be a natural home for that kind of thinking. It's endlessly curious work. Every project is a new problem to understand before it's a problem to solve — a new set of pieces to figure out how to fit together in a way that communicates something true and lasting.
That instinct hasn't changed. It just has better software now.
Outside the studio I'm a father to two daughters who are, by all early indications, going to give the world everything it can handle. I spend time on mountain bike trails — singletrack and downhill — on the water fishing, and on the mountain skiing when winter cooperates. These aren't just hobbies. They're the way I stay connected to the kind of experiences that make design worth doing — the ones that happen in the real world, for real people.
I’m not choosing between being a thinker and a maker.
I’m both — and the work is better for it.
I graduated from Cal Poly, San Luis Obispo with a Bachelor's degree in Art and Graphic Design. It was a rigorous, craft-focused program that built the foundation I've been building on ever since.
What followed was a career that grew well beyond the drafting table. I've held marketing leadership roles, managed creative teams, directed brand strategy at an organizational level, and simultaneously maintained an active freelance practice that kept me close to the work itself — hands on files, communicating directly with clients, accountable for outcomes in a way that leadership roles alone don't always require.
What you can expect
when we work together.
I've heard the same thing from clients often enough to know it's not a coincidence: working with me is easy. Communication is clear. Projects move. The work speaks for itself.
That's not an accident — it's a philosophy.
I believe the best client relationships are built on three things: trust, clarity, and consistency. Trust that the work will be done well and on time. Clarity about scope, direction, and feedback at every stage. Consistency in quality, communication, and care — whether it's a single postcard or a multi-year brand engagement.
I'm not here to be managed. I'm here to be a resource. That means understanding your goals deeply enough to make good decisions independently, asking the right questions early so there are fewer surprises late, and treating every project — regardless of size — as a reflection of both of us.
Design is a communication tool. Its job is to drive recognition, authority, and action. I take that job seriously.
Why Northern Toad?
The name didn't come from a mood board — it came from life.
From the toads on misty childhood streets to a mountain proposal, to a honeymoon sighting that felt less like coincidence and more like confirmation — these creatures have shown up at every meaningful turn. Quietly. Reliably. Always at the right moment.
That same spirit of discovery has shaped the way I approach design. Every brand has its own path to find. Every project is an opportunity to pay attention, ask the right questions, and follow where the work leads.
Northern Toad is the name that felt true. It still does.
Kind Words
“I LOVED the process I went through with Tom to design the @groundworkPTboston branding. What's amazing is that I really liked all of the starting point designs that were presented — no duds. I just fell in love with the one we ended up with more!”
Katie Lee, PT/DPT/OCS
Owner of Groundwork PT
“Tom is a creative and dedicated professional. He has designed several logos and graphics for Nederlander Concerts with tight deadlines and always met our needs. We have truly enjoyed working with Tom and will continue to seek his services.”
Vanessa Kromer
Formerly of Nederlander Concerts
“Tom produces top-quality print and web design on a daily basis, and has extensive knowledge of both printing processes and web coding. He meticulously thinks projects through from beginning to end.”
Jenny Hamilton
Creative Director
Ready to work with someone who actually gives a damn?
I take on projects I can do well. I communicate clearly. I deliver what I say I'll deliver. And I genuinely care about the outcome — not just the output.
If that sounds like what you've been looking for, let's have a conversation.
Not sure if your project is the right fit? Ask. The worst I can say is it's not — and I'll tell you honestly either way.
Start the Conversation →